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<p class=MsoNormal><b><font size=3 face="Times New Roman"><span
style='font-size:12.0pt;font-weight:bold'>Hi everyone, <o:p></o:p></span></font></b></p>
<p class=MsoNormal><b><font size=3 face="Times New Roman"><span
style='font-size:12.0pt;font-weight:bold'><o:p> </o:p></span></font></b></p>
<p class=MsoNormal><b><font size=3 face="Times New Roman"><span
style='font-size:12.0pt;font-weight:bold'>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?<o:p></o:p></span></font></b></p>
<p class=MsoNormal><b><font size=3 face="Times New Roman"><span
style='font-size:12.0pt;font-weight:bold'><o:p> </o:p></span></font></b></p>
<p class=MsoNormal><b><font size=3 face="Times New Roman"><span
style='font-size:12.0pt;font-weight:bold'>Best, <o:p></o:p></span></font></b></p>
<p class=MsoNormal><b><font size=3 face="Times New Roman"><span
style='font-size:12.0pt;font-weight:bold'>Shane<o:p></o:p></span></font></b></p>
<p class=MsoNormal><b><font size=3 face="Times New Roman"><span
style='font-size:12.0pt;font-weight:bold'>Reprezent FM<o:p></o:p></span></font></b></p>
<p class=MsoNormal><b><font size=3 face="Times New Roman"><span
style='font-size:12.0pt;font-weight:bold'><o:p> </o:p></span></font></b></p>
<p class=MsoNormal><b><font size=3 face="Times New Roman"><span
style='font-size:12.0pt;font-weight:bold'><o:p> </o:p></span></font></b></p>
<p class=MsoNormal><b><font size=3 face="Times New Roman"><span
style='font-size:12.0pt;font-weight:bold'>On Thu 1:46 PM , "<st1:PersonName
w:st="on">Shane Carey</st1:PersonName>" shane@eclectic-productions.co.uk
sent:</span></font></b><o:p></o:p></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>Dear all, <br>
<br>
I really got the bit between my teeth on this one. After sending an<br>
email directly to the Director-General of the ONS (the one below who<br>
suggested to the House that they are considering using Community Media)<br>
- I was called from one of their Head Office representatives. <br>
<br>
When I questioned him (to start with) he said they weren't using radio<br>
at all, and had a restricted media budget. When pushed, he said they<br>
would support community media by sending ONS representatives to<br>
community media to promote the Census. I said the problem isn't with<br>
guests for content, more the assumption that we'll give them the<br>
airtime, staff resources etc for free - so essentially we have to pay<br>
for promoting their campaign. <br>
<br>
I referred him back to the letter (below) from his Director-General, and<br>
he said 'oh, yes, we are doing TV and Radio'. He also said that the<br>
media strategy was only finalised a few days ago. I asked (as many of us<br>
seem to have experienced the same responses) why ONS Census area<br>
managers have been saying since December that the media budget had<br>
already been committed and there was no money left, if it was only<br>
recently finalised. Also, why was their DG saying they were considering<br>
using Community Media without consulting the sector, then finalizing a<br>
media strategy (primarily aimed at the 'easy to count')?<br>
<br>
The reason I've pushed on with this is that I think this kind of<br>
thinking is detrimental to our sector, and has been allowed to continue<br>
for so long. It needs to be challenged publicly, and followed up with<br>
publicity to show our unique effectiveness with our target audiences. <br>
<br>
I've asked our MP to table a follow up question in the House, hopefully<br>
that may raise some awareness. I also really think this is the kind of<br>
thing the CMA should be doing!<br>
<br>
Best, Shane<br>
<br>
p.s. After my last email, I had a number of responses from a number of<br>
stations saying they'd had similar experiences, but none that said they<br>
were actively working on the campaigns. Part of the Census HO reps<br>
argument was that a number of Community media orgs have reacted<br>
positively to the approach. Is this true? Can you let me know if this is<br>
the case with you?<br>
<br>
<br>
-----Original Message-----<br>
From: <a href="mailto:cma-l-bounces@mailman.commedia.org.uk"
title="mailto:cma-l-bounces@mailman.commedia.org.uk">cma-l-bounces@mailman.commedia.org.uk</a><br>
[<a href="mailto:cma-l-bounces@mailman.commedia.org.uk"
title="mailto:cma-l-bounces@mailman.commedia.org.uk">cma-l-bounces@mailman.commedia.org.uk</a>]
On Behalf Of CMA-L<br>
Sent: 18 January 2011 18:19<br>
To: <a href="mailto:cma-l@commedia.org.uk" title="mailto:cma-l@commedia.org.uk">cma-l@commedia.org.uk</a><br>
Subject: [cma-l] National Census, Cabinet Office, Written answers and<br>
statements, 17 January 2011<br>
<br>
Office for National Statistics (ONS) is considering the use of<br>
"community media"<br>
to publicise the England & Wales 2011 Census on 27th March.<br>
<br>
Lyn Brown (West Ham, Labour):<br>
:::::::::::::::::::::::::::::::::::::::::::::::<br>
To ask the Minister for the Cabinet Office what steps his Department<br>
has taken to ensure that the 2011 Census captures accurate population<br>
data for areas with high levels of (a) ethnic and cultural diversity<br>
and (b) population change.<br>
<br>
Nick Hurd (Parliamentary Secretary (Civil Society), Cabinet Office;<br>
Ruislip, Northwood and Pinner, Conservative):<br>
::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::<br>
::::::::::::::::::::::::<br>
The information requested falls within the responsibility of the <st1:country-region
w:st="on"><st1:place w:st="on">UK</st1:place></st1:country-region><br>
Statistics Authority. I have asked the authority to reply.<br>
<br>
Letter from Stephen Penneck (Director General, ONS):<br>
::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::<br>
:::::::<br>
Publicity and community media:<br>
-----------------------------------------------<br>
ONS is increasing publicity and communication with a wide range of<br>
stakeholders and the general public. ONS plans to use different<br>
methods depending on the audience needing to be targeted. There will<br>
be a national advertising campaign including TV, press, radio, and<br>
online advertising as well as billboards, and transport advertising<br>
(such as tube, bus etc). Publicity will also be tailored to reach many<br>
target population groups such as black and minority ethnic groups and<br>
young people. As <st1:City w:st="on"><st1:place w:st="on">London</st1:place></st1:City>
has a large concentration of these groups it<br>
will benefit, in particular, from this approach.<br>
<br>
The publicity campaign will focus on the importance of the census in<br>
identifying the needs of different communities so that local and<br>
national government, and other service providers, can deliver what the<br>
community needs. The campaign puts this principle at the very centre<br>
of all communication and marketing.<br>
<br>
Hansard source (Citation: HC Deb, 17 January 2011, c533W):<br>
<br>
<a
href="http://www.publications.parliament.uk/pa/cm201011/cmhansrd/cm110117/text"
target="_blank"
title="http://www.publications.parliament.uk/pa/cm201011/cmhansrd/cm110117/text"><font
color=red><span style='color:red'><span
title="http://www.publications.parliament.uk/pa/cm201011/cmhansrd/cm110117/text">http://www.publications.parliament.uk/pa/cm201011/cmhansrd/cm110117/text</span></span></font></a><br>
/110117w0003.htm#11011724000415<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=2 face=Arial><span style='font-size:10.0pt;
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<p class=MsoNormal><font size=2 face=Arial><span style='font-size:10.0pt;
font-family:Arial'><o:p> </o:p></span></font></p>
<p class=MsoNormal><st1:PersonName w:st="on"><font size=2 color=navy
face=Arial><span style='font-size:10.0pt;font-family:Arial;color:navy'>Shane
Carey</span></font></st1:PersonName></u1:PersonName><font size=2 color=navy
face=Arial><span style='font-size:10.0pt;font-family:Arial;color:navy'><o:p></o:p></span></font></p>
<p class=MsoNormal><font size=2 color=navy face=Arial><span style='font-size:
10.0pt;font-family:Arial;color:navy'>Director<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=2 color=navy face=Arial><span style='font-size:
10.0pt;font-family:Arial;color:navy'>Eclectic Productions<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=2 color=navy face=Arial><span style='font-size:
10.0pt;font-family:Arial;color:navy'><a
href="http://www.eclectic-productions.co.uk/">www.eclectic-productions.co.uk</a><o:p></o:p></span></font></p>
<p class=MsoNormal><font size=2 color=navy face=Arial><span style='font-size:
10.0pt;font-family:Arial;color:navy'><a href="http://www.reprezent.org.uk/">www.reprezent.org.uk</a><o:p></o:p></span></font></p>
<p class=MsoNormal><font size=2 color=navy face=Arial><span style='font-size:
10.0pt;font-family:Arial;color:navy'>020 8320 0880<o:p></o:p></span></font></p>
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