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.