1. 2011 Census of Population and Housing ‘it’s not all about language’ Ben James Assistant Director, Census Management Unit Australian Bureau of Statistics

2. A quick overview of what I am talking about; What makes Census a multicultural marketing campaign? What strategies is the ABS employing to reach their ‘market’? What data is available from Census, how you can use it and how to access it How you can help to ensure the quality of this rich data source

3. The Census is conducted by the ABS every 5 years, with the next Census on August 9th, 2011. Why have a Census? Measures the number of people in Australia on Census night, their key characteristics, and dwellings in which they live. Democracy - House of Representatives Funding to State and Territories Planning of Services and Infrastructure Helps define what our communities look like

4. includes everyone in Australia undercount is not uniform no ‘one size fits all’ solution The Census as a Multicultural Marketing Campaign

5. How did we perform in 2006? Net undercount, State/Territory of usual residence

6. Are we getting the full picture of Australia's multiculturalism? Net Undercount, Indigenous persons by State/territory of usual residence, 2006

7. Are we getting the full picture of Australia's multiculturalism? In 2006 there were approximately 1,366,000 people who did not state their country of birth. Who are we missing? China – 23% India – 23% Philippines – 14% Vietnam – 13% Greece – 12% These numbers indicate the number of people born in these countries who did not answer the question OR did not return a Census form.

8. What are some of the challenges? Access to culturally diverse groups in the community Distrust in Government ‘It doesn’t relate to me!’

9. What Strategies is the ABS Employing? Engagement  community events  peak bodies  local governments

10. What Strategies is the ABS Employing? Recruitment  office staff for strategies  field staff from the community

11. What Strategies is the ABS Employing? Targeted PR and Advertising  currently in early stages of campaign design for 2011  creative work is being focus group tested  will include multi-cultural radio and press  Census inquiry service language helpline

12. How can the Census help you with your multi-cultural marketing campaign?

13. Recognising Australia’s cultural diversity

14. People who speak a language other than English As a percentage of people aged 5 years and over Based on Place of Usual Residence, 2006, Sydney (Statistical Division) by Statistical Local Area Recognising Australia’s cultural diversity

15. Percentage of the total LGA population Recent Arrivals Overseas born people arriving in Australia on, or after, 1 January 2001 Based on Place of Usual Residence, 2006, Marrickville (LGA) by Collection District Recognising Australia’s cultural diversity

16. All the Census data used in the previous slide is accessible via the ABS website for free! – www.abs.gov.au/census Census Data for 1996, 2001, 2006 Census easily accessible, at different levels of geography (e.g. suburb, LGA, Capital City, State, Australia) Look for Census Data in the left-hand panel You will need to choose: Topic, Census Year, Location & Product A number of free online tools are also available: – Quickstats – summary of key Census data – Census Tables – Data tables on a specific Census topic – CDATA Online – Create your own tables – MapStats – Create your own maps – Community Profiles – Profiles of key Census characteristics The National Information Referral Service are there to help you find what you need. Call them on 1300 135 070 How you can access Census Data

17. How you can access Census Data www.abs.gov.au/census

18. How you can help ensure the quality of this rich data source? Get involved!  sign up as a Collector or Area Supervisor  promote and advocate Census amongst your friends and colleagues

19. Questions? Contact details: ben.james@abs.gov.au (02) 9268 4254