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

5. Key audience insights

A number of key audience insights were identified that were taken forward into campaign development:

• Understanding "the why" unlocks motivation to complete the census
• Personal relevance is particularly important: people need to make the connection between them filling it in and outcomes of census completion
• A number of the less likely to complete audiences need to be supported, reassured and encouraged
• Since the pandemic, focus is more inward, and mental health and education are especially important
• After the initial lock-downs and restrictions of the pandemic there is a perception that the census is a way for people to regain a voice (which many felt they had lost).

Research also revealed that each of the less likely to complete audiences could be encouraged to complete in different ways. For example, this could focus on the availability of help and support for the low income audience and those with a disability, those aged 75+ (specifically that paper questionnaires are available) and for those in Minority Ethnic communities (specifically that translated guidance is available). Making clear that it's a legal responsibility could help to engage Young Independents who haven't participated in a census before, while the future benefits for their children could strike a chord with time-poor Parents of 0-5s. Influencing services in your community and giving your community a voice were likely to resonate with those living in rural communities and Gaelic speaking respondents.

Based on research, the campaign was therefore developed on the proposition: Complete the census to help make better decisions happen every day about the things that matter to you. This connects directly to the positive benefits and impacts that census data contributes to, as well as giving people an active, personal role.

Research had also made clear the need for a phased approach to census communications, as had been used in previous censuses in Scotland and in other countries.

The most resonant route from initial testing was further developed and optimised for the three phases using the line 'Scotland's Census. Getting the right things out, starts with filling it in.' across all. The urgency and direct call to action increased from one phase to the next:

• Awareness: to increase awareness/motivate people/make them care
• Persuasion: to reassure/inform people and make it easier – targeted specifically at those groups identified as less likely to complete and thus needing more persuasion and support, focusing on the motivators identified for each group
• Action: to inform people/make it more urgent – making clear that it is a legal responsibility.

The call to action was inherent in the overarching line but also made clear in 'go to census.gov.scot'. The contact centre phone number was also provided in some executions.