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Publicising the census

We need to reach and motivate every household in Scotland to take part in the census.

We’ll run a publicity campaign aiming to reach the entire population. It will likely include:

  • TV
  • radio
  • outdoor advertising
  • online advertising

The campaign will be informed by user research. It will:

  • give the public motivation and guidance to participate
  • steer people to support to help them complete the census
  • be flexible to respond to up-to-date information, like local completion rates

We know from previous censuses that some households will need more motivation than others to take part. We’ll focus on specific groups, like students.

The campaign’s success will depend on building partnerships, particularly with local authorities and community groups.