Census campaign 2022: evaluation report - phase 1 (February to March 2022)
An overview of the Scotland's Census 2022 public engagement campaign (February to March 2022), including independent evaluation results.
10. Results
SMART objectives – results against targets
Among the general population survey, five out of eight of the SMART objective targets were exceeded, illustrating good awareness of the campaign, knowledge about the census increasing considerably pre to post campaign and action being taken as a result.
There was some evidence of a decline in attitudes relating to the wider benefits of census amongst the general population. Among those who had seen/heard the campaign (campaign recognisers), however, attitudes in relation to the benefits of the census were in line with pre wave levels, showing a positive impact from the campaign.
SMART objectives set, and results achieved versus target are provided below.
| SMART objective | Pre wave | Target set | Achieved (Post) | Notes |
|---|---|---|---|---|
| Awareness of the census marketing campaign or other support activity | n/a | 67% | 75% | Target exceeded |
| Know you should fill in your census questionnaire as soon as you receive your letter about it | 61% | 71% (+10 pp) |
76% (+15) |
Target exceeded |
| Know you should fill the census in online if you are able | 32% | 52% (+20 pp) |
85% (+53) |
Target exceeded |
| Know filling the census in is a legal responsibility | 66% | 76% (+10 pp) |
81% (+15) |
Target exceeded |
| Agree that the information collected by the census impacts decisions about services available to me and my community | 62% | 69% (+7 pp) |
55% (-7) |
Campaign recognisers = 60% (-2) |
| Agree that filling in the census can influence the things that matter to me | 49% | 56% (+7 pp) |
44% (-5) |
Campaign recognisers = 50% (+1) |
| Can name a benefit in completing the census | 82% | 89% (+7 pp) |
78% (-4) |
Campaign recognisers = 83% (+1) |
| Reported action as a result of the campaign among recognisers | n/a | 50% | 57% | Target exceeded |
Pp = percentage point increase from pre to post
Some specific SMART objectives were set for the less likely to complete audiences and these are summarised below.
| SMART objective | Pre wave | Target set | Achieved (Post) | Notes | |
|---|---|---|---|---|---|
| Know there is help and support available (aware of at least one source of support) | DE/Low Income | 38% | 48% (+10pp) |
57% (+19) |
Target exceeded |
| Disability | 52% | 62% (+10 pp) |
70% (+18) |
Target exceeded | |
| Minority Ethnic | 51% | 61% (+10 pp) |
72% (+21) |
Target exceeded | |
| Aware if you do not want to complete online, you can request a paper questionnaire | 75+ | 44% | 54% (+10 pp) |
88% (+44) |
Target exceeded |
| Agree the census gives me and my community a voice | Gaelic | 52% | 62% (+10 pp) |
49% (-3) |
Campaign recognisers = 52% (=) |
Figures in brackets represent percentage point increase from pre to post
Supporting activity results
Media relations activity generated 125 pieces of print (55), online (50) and broadcast (20) coverage.
Across the 12 Field events, 3,954 people were engaged with. This included answering questions, signposting support and encouraging completion.
From the beginning of February to the end of March, over 2.5 million unique users arrived at the website with over 70% interacting with the site in some way.
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