Impact of the public environment on survey participation

A case study from the 2016 Census

Gabrielle Beaudoin, Director General Communications and Dissemination Presentation

1. The Census in Canada’s history 2. A glimpse into the 2011 Census – through the media lenses 3. Overview of the 2016 Census communications campaign 4. The public environment 5. Tangible results: response rates The Census in Canada’s history

• Census is an integral part of Canada’s history • First census conducted by in 1666 • 5-year population growth: from 3,200 to 7,600 • Informed decisions on the future of the colony: corrected the gender imbalance; diversified the economy by establishing lumber trade and wool manufactories • 45 censuses conducted between 1666 and 1847 • Statistics legislated for Upper and Lower Canada in 1847 • Statistics Act adopted in 1918, amended in 1971 and 2017 • Census of Population conducted every 5 years The 2011 Census

• By law, must conduct a census every 5 years. • The content of the 2011 Census of Population was approved by Order in Council and published in the Canada Gazette in July 2010 • All households will receive a mandatory short-form census, which will consist of the same questions as the 2006 short-form census (later amended to add language questions) • The National Household Survey was created • Same as the former long-form census • Participation is on a voluntary basis • Result: quality information, less data at the local level 2011 Census Public Environment

5 2011 Census: public discourse

- at work

6 2011 Census: public discourse

- reaction

7 2011 Census: public discourse

- another point of view

8 2011 Census: public discourse

- at home

9 2011 Census: public discourse

- at home

10 2011 Census: public discourse

- in politics

11 2011 Census: public discourse

- academics protest

12 2011 Census: public discourse

- academics protest

13 2011 Census: public discourse

- data debate

14 2016 Census Communications and Public Environment

15 The 2016 Census - Decision

• In November 2015, the announced the reinstatement of the mandatory long-form census • It received broad support across the country • The ‘return of the long-form census’ was widely covered: thousands of media articles, trending in social media, and more… The 2016 Census - Communications

• The strategy defined the audiences, the communication channels and the tactics to be used throughout the collection cycle • Five components: • Paid media • Earned media • Owned media • Public relations • Outreach • Strategy and tactics based on: • Demographic research and analysis • Behavioural data Audience profiles (households)

Advantaged Homeowners Broad All Around Average I coverage ADVERTISING All Around Average II + Public relations Rural Urbanite

Ethnic Enclave I Targeted advertising (OOH, online and Low-income Tenant ethnic media) + OUTREACH Single Unattached Mobiles Ethnic Enclave II

0 1,000,000 2,000,000 3,000,000 4,000,000 Segmentation example: Single unattached mobiles Scores per variable 32.91 (7) Self-response rate Person 1 demographics % Average age 22.51 (8) 69.48 45.97 (8) Average income 28.74 (4) 37K (8) Segment Size Median income 90.78 (6) 28K (8)

Response channels 78.12 (3)

3.73 (6) Mail Online 4.01 (3) CHL Segment size (household) Field 1,432,074 (4) 12.81 (5) (8.39%) 0% 20% 40% 60% 5.05 (4) Segmentation – Sample map

Vancouver (BC)

Legend Advantaged Homeowner All Around Average I All Around Average II Rural Urbanite Ethnic Enclave I Low-income Tenant Single Unattached Mobile Ethnic Enclave II Paid media creative: TV ad

21 Paid media creative: Print ad

Page take-over

Post-it note reminder 22 Media partnerships

SRC

23 Paid media

TSA 24 Transit station take-over

25 Social media engagement

26 Community Supporter Toolkit

27 2016 Census: public discourse

28 2016 Census: public discourse

29 2016 Census: public discourse

- I want the long form

30 2016 Census: public discourse

- I want the long form

31 32 33 34 35 36 THANK YOU! For more information, please visit www.statcan.gc.ca

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