Census campaign 2022: evaluation report - phase 1 (February to March 2022)

Footnotes

1. Edinburgh-based artist, Pilar Garcia de Leaniz, was commissioned to create the 'Scotland Connected' artwork representing Scotland, its people and the role of the census. It was then coloured in by the people of Scotland as it toured the country.

2. As measured by our RUSTIC-M model which calculates engagement based on agreement with 7 statements about the advertising covering: relevance, understanding/knowledge, stand out / salience, trust, interest, credibility and motivation.

3. Collection of other images showing field stand, stakeholder leaflet, reminder postcard and description of Life Matters.

4. Public attitudes to coronavirus: tracker - data tables - gov.scot (www.gov.scot) Data for week 106 (end March) shows ongoing worry about the coronavirus situation, high levels of worry about the war in Ukraine and financial concerns for many households.