Office for National Statistics: CENSUS 2021 – more than just a head count

Census 2021, the first digital-first Census, launched a campaign in the UK to encourage the participation of the entire adult population.

Summary

The advertising campaign supporting Census 2021 was a triumph of pragmatism and inclusion. Three waves of research, delivered during Covid-19 restrictions, underpinned a successful, widely appreciated campaign.

To many, the Census was a chore. Attitudes were compromised, participation rates uncertain. Greater purpose was needed: the Census had to be more than a head count.

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