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

8. Supporting activity

(i) The campaign was supported by extensive PR and partnerships to extend the reach of the campaign. Partnership activity was used to target the less likely to complete audiences mentioned but also seldom heard groups who are even less likely to see mainstream marketing activity. Over 200 organisations partnered with Scotland's Census, promoting, sharing and amplifying census messaging within their organisations.

(ii) 12 Field marketing events took place across Scotland between 3 and 20 March with a total of 3,963 engagements across the 12 locations, with 305 individuals contributing to the 'Scotland Connected' artwork^[1] and 1,151 digital and printed leaflets distributed to those visiting the stands. These locations were chosen to reach the less likely to complete audiences.

(iii) Extensive media relations activity took place, appearing across all major national media outlets, including national, regional and local press, their online channels and broadcast channels such as STV and BBC. This wide range of activity generated 125 pieces of print, online and broadcast coverage from the beginning of February to the end of March.

(iv) Census materials were also distributed to households across Scotland between 28 February and 30 March. This included 2.7 million initial contact letters and a further 2.7 million postcards.

The initial contact letters were issued from 28 February, providing information on how to complete the census and a unique Internet Access Code to allow people to complete online.

Between Census Day and the end of March, two reminder letters were sent to over one million households each time who were yet to complete alongside a further 1.4 million face-to-face household visits by the NRS field force to encourage completion.

(v) The website (census.gov.scot) provided information on how to complete, including explainer videos on a number of topics and details of how to obtain help and support.