The paid media campaign will occur in three phases:
- January-February 2010 (Awareness/Education)
Goal: Build immediate awareness and provide educational information - March-April 2010 (Motivation/Participation)
Goal: Inspire and motivate everyone to complete the census questionnaire - May-June 2010 (Support census workers when they knock on doors of those households who did not return the census questionnaire. Also known as "non-response follow up)
Goal: encourage participation with the census workers
All target segments require awareness of Census benefits and prompting to participate, but specific communication strategies are needed to ensure highest participation levels.
Census "Living Mural" DK from Bryce Wymer on Vimeo.
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