[cma-l] National Census, Cabinet Office, Written answers and statements, 17 January 2011

[Shane Carey]

I've been working alongside LA's in our coverage area to help promote
the Census, and although some have committed funds towards a media
campaign, most aren't committing much because of their cuts. 

The ONS have (up until the announcement below) said they've committed
all of their media budget on a mainstream campaign, which is why the
local authorities have coughed up some. 

I spoke with the ONS Press and Media Office about the announcement
below, as there seemed to be no knowledge of it with the area
co-ordinators. The office also seemed unaware of it - I pushed further,
asking how they intended to use Community Media, and they re-iterated
that they had no budget, but would hope that Community stations would
promote the Census campaign for free as its good for their areas. 

The best case scenario here is that some strategy realising that there
are many people who won't be effectively targeted through mainstream
media has been discussed, but not relayed down the ranks. 

What I suspect has happened however, is that the ONS have been pushed by
MP's for an answer on how to reach the particularly hard to count - and
responded with 'Community Media'. The answer I got from their media
office underlines a government perception of community media as free,
voluntary, and probably part of the Big Society plan where nothing costs
anything and everyone (but the private sector) works for nothing. 

Has anybody heard anything regarding the announcement about an actual
plan, or an understanding of how to use community media?

Shane
Reprezent FM

-----Original Message-----
From: cma-l-bounces at mailman.commedia.org.uk
[mailto: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
/110117w0003.htm#11011724000415

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