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

4. Campaign development

Extensive research was undertaken to uncover audience insight and inform the development of the campaign to ensure it was evidence-led. This included desk research and in-depth quantitative and qualitative research, including an exploration of campaigns used in other countries, measurement of baseline awareness and knowledge of the census and research to understand barriers and motivators to completion. Further desk research and qualitative research were carried out at the end of 2020, to assess how attitudes and barriers may have changed due to the pandemic, in addition to creative testing to identify the most effective approach to creative execution.