[cma-l] Call for Community media responses!

[Shane Carey]

Hi everyone, 

 

I sent this around the other day, asking for responses about how people
are working with the ONS. If you have a minute, can you send me a couple
of lines about how its going with the ONS/ Census campaign - even if
you're not doing anything with it?

 

Best, 

Shane

Reprezent FM

 

 

On Thu 1:46 PM , "Shane Carey" shane at eclectic-productions.co.uk sent:

Dear all, 

I really got the bit between my teeth on this one. After sending an
email directly to the Director-General of the ONS (the one below who
suggested to the House that they are considering using Community Media)
- I was called from one of their Head Office representatives. 

When I questioned him (to start with) he said they weren't using radio
at all, and had a restricted media budget. When pushed, he said they
would support community media by sending ONS representatives to
community media to promote the Census. I said the problem isn't with
guests for content, more the assumption that we'll give them the
airtime, staff resources etc for free - so essentially we have to pay
for promoting their campaign. 

I referred him back to the letter (below) from his Director-General, and
he said 'oh, yes, we are doing TV and Radio'. He also said that the
media strategy was only finalised a few days ago. I asked (as many of us
seem to have experienced the same responses) why ONS Census area
managers have been saying since December that the media budget had
already been committed and there was no money left, if it was only
recently finalised. Also, why was their DG saying they were considering
using Community Media without consulting the sector, then finalizing a
media strategy (primarily aimed at the 'easy to count')?

The reason I've pushed on with this is that I think this kind of
thinking is detrimental to our sector, and has been allowed to continue
for so long. It needs to be challenged publicly, and followed up with
publicity to show our unique effectiveness with our target audiences. 

I've asked our MP to table a follow up question in the House, hopefully
that may raise some awareness. I also really think this is the kind of
thing the CMA should be doing!

Best, Shane

p.s. After my last email, I had a number of responses from a number of
stations saying they'd had similar experiences, but none that said they
were actively working on the campaigns. Part of the Census HO reps
argument was that a number of Community media orgs have reacted
positively to the approach. Is this true? Can you let me know if this is
the case with you?


-----Original Message-----
From: cma-l-bounces at mailman.commedia.org.uk
[cma-l-bounces at mailman.commedia.org.uk] On Behalf Of CMA-L
Sent: 18 January 2011 18:19
To: cma-l at commedia.org.uk
Subject: [cma-l] National Census, Cabinet Office, Written answers and
statements, 17 January 2011

Office for National Statistics (ONS) is considering the use of
"community media"
to publicise the England & Wales 2011 Census on 27th March.

Lyn Brown (West Ham, Labour):
:::::::::::::::::::::::::::::::::::::::::::::::
To ask the Minister for the Cabinet Office what steps his Department
has taken to ensure that the 2011 Census captures accurate population
data for areas with high levels of (a) ethnic and cultural diversity
and (b) population change.

Nick Hurd (Parliamentary Secretary (Civil Society), Cabinet Office;
Ruislip, Northwood and Pinner, Conservative):
::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::
::::::::::::::::::::::::
The information requested falls within the responsibility of the UK
Statistics Authority. I have asked the authority to reply.

Letter from Stephen Penneck (Director General, ONS):
::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::
:::::::
Publicity and community media:
-----------------------------------------------
ONS is increasing publicity and communication with a wide range of
stakeholders and the general public. ONS plans to use different
methods depending on the audience needing to be targeted. There will
be a national advertising campaign including TV, press, radio, and
online advertising as well as billboards, and transport advertising
(such as tube, bus etc). Publicity will also be tailored to reach many
target population groups such as black and minority ethnic groups and
young people. As London has a large concentration of these groups it
will benefit, in particular, from this approach.

The publicity campaign will focus on the importance of the census in
identifying the needs of different communities so that local and
national government, and other service providers, can deliver what the
community needs. The campaign puts this principle at the very centre
of all communication and marketing.

Hansard source (Citation: HC Deb, 17 January 2011, c533W):

http://www.publications.parliament.uk/pa/cm201011/cmhansrd/cm110117/text
<http://www.publications.parliament.uk/pa/cm201011/cmhansrd/cm110117/tex
t> 
/110117w0003.htm#11011724000415

 

 

Shane Carey

Director

Eclectic Productions

www.eclectic-productions.co.uk <http://www.eclectic-productions.co.uk/> 

www.reprezent.org.uk <http://www.reprezent.org.uk/> 

020 8320 0880

 

 

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