Census Campaign Evaluation
Arcadia Social Research was engaged by the Australian Bureau of Statistics (ABS) to evaluate the effectiveness of media communications surrounding the staged release of 2021 Census data.
Context
The Australian Bureau of Statistics (ABS) released data from the 2021 Census in multiple waves between June 2022 and mid‐2023. Arcadia Social Research was commissioned to evaluate the effectiveness of its media communications around these data releases. The objective was to assess public awareness, message recall, trust in the ABS, and intended use of Census data.
Approach
Arcadia Social Research designed a multistage evaluation incorporating both benchmarking and tracking research. A multiple-frame dual-mode survey methodology was employed in which a benchmark wave of data collection was followed by continuous tracking throughout the campaign period and beyond.
The surveys were administered to a representative sample of the Australian general population, with particular attention to key subgroups such as young people, CALD communities, and Aboriginal and Torres Strait Islander peoples. The research examined various media channels (traditional and digital), message recall, and the impact of communications on public awareness, beliefs, and attitudes toward the Census. Results were compared to those from similar studies undertaken in relation to previous Censuses.
Result
The evaluation found that recall of each of the ABS data release campaigns was consistent with expectations, with some differences identified between the campaigns for the two main data releases. Traditional media remained the primary channel of exposure, though digital channels (e.g. Facebook, the ABS website, and word-of-mouth) gained traction compared to previous experience. Spontaneous message recall indicated the main takeaway from Census communications was consistent with prior experience, and specific topics addressed in the communications were cutting through.
A range of recommendations were provided for consideration when developing future campaigns, including the use of diverse media channels and enhanced video and digital content to increase exposure among some more difficult-to-reach sub-groups.
Social & Policy Area
Research Methods
Evaluation
Note
This project was completed when operating as 3arc Social.