The 2011 Census takes place on 27 March across the UK, with the General Register of Office for Scotland (GROS) set to implement an awareness campaign using ‘Numbers’ as its theme.
The campaign, with creative being developed by The Gate, The Big Partnership working on driving media communications and PR, and MediaCom instigating media planning and buying, will aim to use the Numbers theme to maximise pubic understanding and increase the country’s involvement.
Launch at the end of February, the campaign will run across TV, broadcast, outdoor, press and online, as well as community radio, online and through newsletters with community and stakeholder engagement at the core of the communications activity.
This will target groups such as ethnic minorities, young people and students, Gaelic communities, the elderly and disabled in particular.
The census is being conducted to gather information about the people across Scotland and the UK and inform government and business about the services needed by communities now and in the future. It will also measure the size of population and gain statistics about each person’s circumstances in order to help the public sector better deliver services.
Personal information is kept confidential for 100 years.