1. Communication challenges faced in the organisation of the 2011 Population and Housing Census
Anne Nuka
Head of the Marketing and Dissemination Department

2. 11th Population and Housing Census in Estonia
The census moment: midnight between 30 and 31 December 2011
E-census from 31 Dec 2011 to 31 Jan 2012
Interview census from 20 Feb 2012 to 31 Mar 2012
E-census when all permanent residents of Estonia completed the census questionnaires online by themselves. Some data were taken from registers and not asked from respondents.
Face to face interviews when enumerators visited those people who did not complete the questionnaires during the e-census.
Millal oli esimene loendus
Mille poolest see loendus erineb eelmistest

3. Slowgan: Everyone counts!

4. Creative strategy
The main concept of the creative strategy was to show how the Estonian population has persevered and changed throughout the censuses.
Mediums used for communication:
- website
- TV and radio advertisements
- banners
- outdoor displays
- leaflets
- envelopes

5. Challenges for the publicity campaign
to create a positive attitude towards the Census
to ensure that people are informed about the Census
to increase the e-census participation rate
to positively influence the attitudes towards official statistics and Statistics Estonia

6. E-census Main communication messages:
- the first paper-free census in Estonia,
- possibility to choose the method of participation,
- census is important for Estonia to make future decisions,
- obligatory for everyone.
67% of the estimated population participated in the e-census.

8. Participation in e-census

10. Interview Census Main communication messages:
- if you did not participate in the e-census, wait for an enumerator;
- how to recognise the enumerator.

11. How to recognise enumerator?
Blue suitcase
Scarf with the Census logo
Employment sertificate

13. Poll on awareness of the Census
Conducted monthly from August 2011 to February 2012
Target group: 500 persons
(from different age-groups, nationalities, dictricts)
Method: telephone interview
Aim:
- to make plans for the publicity campaign
- to monitor awareness of the Census among the Estonian population

14. Results of the poll

15. Contact with households
Before the Census
15 Dec 2011, printed information letter and leaflet sent to all households
During the e-census (31 Dec 2011 to 31 Jan 2012)
reminders by post and were sent to those who had not participated in the e-census yet (max. three reminders)
s to e-census participants who had not finished filling in the questionnaire.

16. Promotional campaign
News releases were published by Statistics Estonia:
30 news releases before the Census (2011)
22 news releases during the Census (2012)
three press conferences
Articles about the Census were published in local and national newspapers and online media
(over 1400 media reports during the Census)
Interviews with Census project manager on the radio and TV
Posters
Outdoor displays

17. Cooperation with other organisations
Government institutions
Local governments
Universities
e-census in Internet banks
Libraries
Transport (trains, buses)
Churches
Estonian Defence League

18. Statistics blog Blog posts on population statistics
Results of Censuses in other countries
Special blog for enumerators

19. Information about Censuses in other countries
News releases
Information about Censuses in other countries
Promoting blog posts about Census
24/7 support for customer support

20. Census cartoon for children

21. Debates for students Aim:
- to generate interest to the PHC among young people;
- to give an opportunity to participate in debates on PHC with scientists, politicians and analysts.
6 dabates on population, held in different regions of Estonia
Sample debates on DVD for approx. 600 schools
Media coverage in online-media

22. Publication “Five Generations and Ten Censuses”
Presentation of the publication in December Print run 2100 copies. Available free on the website: (1800 downloads)

23. Magazine “Academia” Special number focusing on population topic
Presentation in Tartu

24. Conclusion + - strong support from the media
- active participation in the e-census
- no major problems during the interview census -
- temporary overload of the information system at the beginning of the e-census
- an employee’s leaked to the press

25. Publication of Census results
31 May the latest - preliminary results (population size, the share of men and women in the population)
December 2012 – the revised population size and the distribution of population between counties
1 October 2012 – publication schedule for 25