It’s one month on from our campaign for Scotland’s Census, and the estimated response rate is 96% – a brilliant result for all at the General Register of Scotland, and for The Gate. Early indications also suggest that the compliance rate could climb even higher than the last census in 2001.
‘An estimated response of 96% one month on from census day is very positive,’ said Census Director Peter Scrimgeour. ‘The census supports the planning and funding of future services, and it is important that we are all included.’
The Gate’s ‘Fill in The Blanks’ campaign sent the clear message that everyone is included in the census. It combined inspirational art direction with a strong, simple direct call to action, and has played a key role in helping to reach this impressive figure. Despite various obstacles – including distrust about misuse of data, increased media channels and the distractions of modern life – we were able to engage people and urge them to do their bit for Scotland.
Census questionnaires have been returned to Scotland worldwide, coming from Europe, Asia and online, via smart phones (Blackberry and iPhone) and even game consoles, such as the Nintendo Wii.
With thousands more questionnaires still arriving on a daily basis, it’s clear that The Gate’s campaign for Scotland’s Census 2011 has been a real success.