Publication - Research and analysis
Census public engagement campaign 2022 – extension activity (April to May 2022): evaluation report
An overview of the Scotland's Census 2022 public engagement campaign extension (April to May 2022), including independent evaluation results.
6. Media
The extension campaign launched on 7 April 2022, and ran on the channels described, across all three extension phases. The combined campaign offered 94% of the population an opportunity to see the campaign at least three times.
An outline media plan is shown below, with the orange highlighting media for extension 1, light blue media for extension 2 and black media for extension 3. (please see PDF for colour information)
| Media | April | May | |||||||
|---|---|---|---|---|---|---|---|---|---|
| 4 | 11 | 18 | 25 | 2 | 9 | 16 | 23 | 30 | |
| TV/BVOD | |||||||||
| STV/ITVB/C4 (extension 2) | 22-30th (extension 2) | ||||||||
| BVOD (extension 2) | |||||||||
| Adsmart (extension 2) | |||||||||
| STV/Borders/ITVB/C4 | 26th April - 29th May (extension 3) | ||||||||
| BVOD | |||||||||
| Adsmart | |||||||||
| Radio | |||||||||
| Hits Scotland Network (extension 2) | 22-30th (extension 2) | ||||||||
| Selected Hits Stations | 7th - 30th (extension 1) | ||||||||
| Hits Scotland Network, Greatest Hits Scotland Network & Community Stations | 1st - 29th (extension 3) | ||||||||
| DJ Talk Ups | (extension 3) | ||||||||
| Live Reads | (extension 3) | ||||||||
| Outdoor | |||||||||
| Digital Small Format | 22-28th (extension 2) | ||||||||
| Roadside D6s in Selected Areas | 7th - 30th (extension 1) | ||||||||
| Digital Small Format (extension 2) | 25th April - 29th May (extension 3) | ||||||||
| Press | |||||||||
| National Press | 1st - 16th May | ||||||||
| Local Press | 2nd - 16th May | ||||||||
| National Press | (extension 3) | ||||||||
| The Skinny & Glasgow Live | (extension 3) | ||||||||
| Digital | |||||||||
| Social | 7 to 22 (extension 1) | ||||||||
| Social & Display | 22nd April - 29th May (extension 3) | ||||||||
| Social & Display | 22nd April - 29th May (extension 3) | ||||||||
| Life Matters | |||||||||
| Editorial | |||||||||
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