Publication - Research and analysis
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.
7. Media
The main census campaign launched on 14 February and ran across TV, cinema, out of home, radio and digital channels for a period of five weeks to 20 March, with ongoing targeted activity from 21 March. The initial five-week campaign offered 98% of the population an opportunity to see the message a minimum of three times.
An outline media plan is shown below.
| Media | Detail | February | March | April | ||||||
|---|---|---|---|---|---|---|---|---|---|---|
| 7 | 14 | 21 | 28 | 7 | 14 | 21 | 28 | 30 | ||
| Awareness | ||||||||||
| TV/Admart/VOD | 40 secs | X | X | X | ||||||
| Cinema | 40 secs | X | X | X | ||||||
| OOH | 48s/D48s/6s/bus rears/bus streetliners | X | X | X | Buses | |||||
| Radio | 30 secs | X | X | X | ||||||
| Digital | Social/Video/Display | X | X | X | ||||||
| Persuasion | ||||||||||
| OOH | Various | X | X | X | X | |||||
| Radio | 30 secs | X | X | X | ||||||
| Digital | Various | X | X | X | X | |||||
| Press | Various | X | X | X | ||||||
| Action | ||||||||||
| TV/Admart/VOD | 30 secs | X | X | |||||||
| Cinema | 30 secs | X | X | |||||||
| OOH | Various | X | X | |||||||
| Radio | 30 secs | X | X | |||||||
| Digital | Social/Video/Display/PPC | X | X | X | ||||||
| Reactive | Targeted activity ongoing after Census Day and stepped up w/c 18 April onwards | X | X | X | X | X | ||||
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