Communication challenges faced in the organisation of the 2011 Population and Housing Census Anne Nuka Head of the Marketing and Dissemination Department 18.04.2012

11th Population and Housing Census in Estonia The census moment: midnight between 30 and 31 December 2011 E-census from 31 Dec 2011 to 31 Jan 2012 Interview census from 20 Feb 2012 to 31 Mar 2012 E-census when all permanent residents of Estonia completed the census questionnaires online by themselves. Some data were taken from registers and not asked from respondents. Face to face interviews when enumerators visited those people who did not complete the questionnaires during the e-census. Millal oli esimene loendus Mille poolest see loendus erineb eelmistest 18.04.2012

Slowgan: Everyone counts! 18.04.2012

Creative strategy The main concept of the creative strategy was to show how the Estonian population has persevered and changed throughout the censuses. Mediums used for communication: - website - TV and radio advertisements - banners - outdoor displays - leaflets - envelopes 18.04.2012

Challenges for the publicity campaign to create a positive attitude towards the Census to ensure that people are informed about the Census to increase the e-census participation rate to positively influence the attitudes towards official statistics and Statistics Estonia 18.04.2012

E-census Main communication messages: - the first paper-free census in Estonia, - possibility to choose the method of participation, - census is important for Estonia to make future decisions, - obligatory for everyone. 67% of the estimated population participated in the e-census. 18.04.2012

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Participation in e-census 18.04.2012

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Interview Census Main communication messages: - if you did not participate in the e-census, wait for an enumerator; - how to recognise the enumerator. 18.04.2012

How to recognise enumerator? Blue suitcase Scarf with the Census logo Employment sertificate 18.04.2012

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Poll on awareness of the Census Conducted monthly from August 2011 to February 2012 Target group: 500 persons (from different age-groups, nationalities, dictricts) Method: telephone interview Aim: - to make plans for the publicity campaign - to monitor awareness of the Census among the Estonian population 18.04.2012

Results of the poll 18.04.2012

Contact with households Before the Census 15 Dec 2011, printed information letter and leaflet sent to all households During the e-census (31 Dec 2011 to 31 Jan 2012) reminders by post and e-mail were sent to those who had not participated in the e-census yet (max. three reminders) e-mails to e-census participants who had not finished filling in the questionnaire. 18.04.2012

Promotional campaign News releases were published by Statistics Estonia: 30 news releases before the Census (2011) 22 news releases during the Census (2012) three press conferences Articles about the Census were published in local and national newspapers and online media (over 1400 media reports during the Census) Interviews with Census project manager on the radio and TV Posters Outdoor displays 18.04.2012

Cooperation with other organisations Government institutions Local governments Universities e-census in Internet banks Libraries Transport (trains, buses) Churches Estonian Defence League 18.04.2012

Statistics blog Blog posts on population statistics Results of Censuses in other countries Special blog for enumerators 18.04.2012

Information about Censuses in other countries News releases Information about Censuses in other countries Promoting blog posts about Census 24/7 support for customer support 18.04.2012

Census cartoon for children http://bit.ly/HG0eTq 18.04.2012

Debates for students Aim: - to generate interest to the PHC among young people; - to give an opportunity to participate in debates on PHC with scientists, politicians and analysts. 6 dabates on population, held in different regions of Estonia Sample debates on DVD for approx. 600 schools Media coverage in online-media 18.04.2012

Publication “Five Generations and Ten Censuses” Presentation of the publication in December 2011. Print run 2100 copies. Available free on the website: http://www.stat.ee/58384 (1800 downloads) 18.04.2012

Magazine “Academia” Special number focusing on population topic Presentation in Tartu 18.04.2012

Conclusion + - strong support from the media - active participation in the e-census - no major problems during the interview census - - temporary overload of the information system at the beginning of the e-census - an employee’s e-mail leaked to the press 18.04.2012

Publication of Census results 31 May the latest - preliminary results (population size, the share of men and women in the population) December 2012 – the revised population size and the distribution of population between counties 1 October 2012 – publication schedule for 2013-2014 18.04.2012 25

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