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          

Contact

Email: Nicola.Clark-Tonberg@gov.scot

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