1. Fishing for sweets: Communicating the methodology for measuring census coverage Amy Large Strategy and Standards

2. Introduction 2011 Census – coverage/completeness Used for allocation of funding – key issues of trust, user confidence and transparency Stakeholders Technical? academics other statistical organisations General? local government interest groups General? local government interest groups

3. Communication Communication strategy Two routes for communication: Long period of communication (c.5 years) To communicate a complex, evolving process Print/Publication technical accessible Face-to- face/interactive statistical meetings user meetings

4. Publication – technical users Technical users Established channels Academic interaction and peer review User acceptance and overviews

5. Publication – general users ‘BEGINNER’S GUIDE’: simple metaphor clear language gentle introduction to concepts

6. Interactive sessions Technical users Established channels Direct engagement Immediate two-way feedback General users Workshops, web content Localised Active learning

7. Conclusions Successful engagement ‘Trout, Catfish & Roach’ commended by Royal Statistical Society Annual Awards Better informed users greater awareness and understanding Less challenges to the estimates Trusted methods Organisational credibility