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71 NATIONAL CENSUS REPORT
2.6 Census Communication and Trust Building Strategy
Overall success of census depends on the positive response and engagement of the general
public and stakeholders, which can only be achieved through the implementation of significant
confidence-building measures and targeted publicity campaigns. An effective Media campaign
plays a crucial role in clearly communicating purpose of Census to the public and stakeholders.
Therefore, the smooth execution of field operations, reduction of enumeration costs, and
improvement of data quality hinge on a meticulously designed and executed Media Campaign.
The primary focus of the Media Campaign for the 7th Population and Housing Census was to
strategically choose the appropriate timing and channels to disseminate accurate messages,
motivating the right audience and ensuring inclusion.
The results of the 6th Population and Housing Census were conditionally approved by
the Council of Common Interest (CCI) during its 45th Meeting on April 12, 2021, with
directives to promptly conduct the next census utilizing the latest Technologies. In line with
this, a Census Advisory Committee (CAC) led by the Deputy Chairman of the Planning
Commission (DCPC) was established, comprising distinguished Demographers and Experts
tasked with providing recommendations for the 7th Population and Housing Census. Through
thorough deliberations and the formation of various groups to analyze best practices and
identify previous census shortcomings, the Committee worked towards formulating
recommendations for the upcoming census.
Under the guidance of the CAC, the Media Working Group extensively reviewed UN
Guidelines, past practices, stakeholder concerns, international observers' feedback on the
publicity campaign of the 6th Population and Housing Census, communication strategies of
developed countries, and the evolving landscape due to digitization. This comprehensive
analysis informed the recommendations put forth for the Publicity Campaign of the 7th
Population and Housing Census, that are as follows:
i.
Publicity campaign from start to end (planning to approval of Census results) will
engage masses through media interventions and confidence building to ensure interest
and cooperation in Census data collection.
ii.
Media cell of PBS will plan and execute a Public Awareness Campaign with trained
officers at central and regional levels.
iii. Information, Education and Communication (IEC) materials like logo, brochure,
posters, songs, and slogans will be used for promotion.
iv. Community Awareness Programs will include seminars, walks, and innovative
activities to engage different groups.
v.
Local level media campaign will broadcast messages in local languages to build
community confidence in Census.
vi. Media engagement will disseminate Census message through various platforms
including electronic, print, and social media.
vii. Advertising agencies will be involved in creating and publishing Census content
through different communication channels.
viii. Media workshops will sensitize mainstream media on Census importance and accuracy.
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ix. Stakeholders will be continuously involved and consulted to develop a proper
communication strategy.
x.
Census publicity will be integrated into manual, training, and field operations to engage
public directly.
xi. Continuous monitoring of the publicity campaign is essential to address any
disinformation and ensure confidentiality of shared information.
Recommendations and Media Strategy for 7th Population and Housing Census were approved
by Cabinet and Council of Common Interest.
2.6.1 Implementation of Communication Strategy
For Implementation of Communication Strategy, the Publicity Campaign was divided into
different phases i.e., Planning, Education / Awareness, Motivation, Reminder, Thank You, and
Data Dissemination. To optimize budget, Social Media was used in early phases, mainstream
Media in later phases.
Figure 2.11: Phases of Publicity Campaign
2.6.2 First Phase: Campaign Strategic Planning (Aug 21-Jan 22)
I. Formation of Dedicated Media Cell
On recommendations of Census Advisory Committee, a dedicated Media cell was established
under the Census Project Management Unit (CPMU). the duties of Media Cell included
designing a work plan for Publicity Campaign, hiring media firms, finalizing advertisement
content, videos, press releases, running media campaigns, monitoring media, conducting
interactive sessions with media and archiving media activities.
II. Comprehensive Work Plan with appropriate timelines.
For implementation, a work plan was proposed. The communication campaign was divided
into seven phases, aligning with the census timelines. Timelines and activities were planned
for each phase. Timings and tactics were adjusted during implementation in response to
changing realities.
III. Appointment of Media Spokesperson / Focal
Person
Mr. Muhammad Sarwar Gondal, Member (IT/SS), being
the Project Lead of 7th Population & Housing Census,
the First Ever Digital Census was Appointed as Focal
person / Media Spokesperson for 7th Population and
Housing Census, 2023. The main task of Focal Person
was to communicate following key messages:
Campaign
Strategic
Planning
Early
Education
Phase
Awareness
Phase
Motivation
Phase
Reminder
Phase
Thank-you
Phase
Data
Dissemina-
tion Phase
Mr. Muhammad Sarwar Gondal
(Member SS/RM)
Media Spokesperson / Focal Person
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73 NATIONAL CENSUS REPORT
•
Census for Policy Making
•
Census Enumeration Methodology (where to be counted?)
•
Participate in the Census for your Future
•
To counter misconceptions and rumors regarding use of Census data and Census process.
(Crisis Management).
IV. Budget Proposal for Publicity Campaign Keeping in view the importance of the Publicity Campaign, an appropriate budget was proposed especially for Social Media Publicity Campaign. V. Involvement of Media Partners The first step to achieve support of General Public in Census process was to run a successful campaign on Print, Electronic and Social Media. According to Press Information Department (PID) policies, all advertisements for a Campaign on Print and Electronic are made through Advertising Agencies. Therefore, to get the desired dissemination of Census message, the specialized advertisement agencies / firms were hired by PBS as per PID Policies. VI. Hiring of Media Advertisement Agencies Print and Electronic Media Publicity firms were hired as per policy of Press Information Department (PID). Advertisement for agencies was published through PID. PID accredited agencies were eligible to compete. Selection committee evaluated and finalized selection of Advertising Agencies for Census-2023. Committee comprised of PBS representative, PID representative, and External Media Expert. Agencies submitted proposals and presented to Selection Committee. They had to propose logo, slogans, TVC’s, personality endorsement, media launch ideas, and community awareness programs. Agencies also had to propose strategies for false news / rumors, merchandising, and campaign monitoring. Content must highlight Census date, duration, purpose, importance, an role of general public. 23 companies participated in tender, 17 approved for review, 10 shortlisted for final presentation, and 3 were selected on basis of Creative work on 15th February, 2022. The selected agencies were:
• M/s Creative Junction Pvt. Ltd
• M/s Adage Communications Pvt. Ltd
• M/s Midas Pvt. Ltd.
VII. Work Distribution:
While no strict rules for assigning work to agencies by PID, the usual procedure involves
announcing competition for every publicity assignment, receiving proposals from three
companies, and allocating work accordingly. Pakistan Bureau of Statistics also followed this
criterion.
VIII. Hiring of Social Media Firm
No one can deny the importance of social media for spreading messages to desired audience. Hiring a Social Media firm for the 7th population and Housing Census was recommended by the Census Advisory Committee. A Request for Proposal (RFP) was prepared based on the
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recommendations. RFP outlined the requirements and selection criteria for the social media firm. M/s MindMap Communications Pvt. Ltd. was hired after fulfilling all formalities. The contract was signed on 18th March, 2022 between PBS and M/s MindMap Communication. A selection committee chaired by Mr. Ayazuddin, Member Census and Surveys was formed. 4 Companies tendered. Submissions were thoroughly reviewed. After fulfilling all formalities, a company was hired for one-year Social Media campaign. 2.6.3 Second Phase: Early Education Phase (Feb 22-Sep 2022) I. Census Logo Designing logo for first ever digital Census was an important milestone achieved by PBS. All agencies submitted different designs. Committee comprising of Senior officers thoroughly reviewed all logos. Logo by M/s Adage Communications Pvt. Ltd. was selected. Logo was unveiled by Federal Minister Professor Ahsan Iqbal on 20th June, 2022 at PBS Head Office. Figure 2.12: Unveling of Census Logo
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75 NATIONAL CENSUS REPORT
II. Finalization of IEC material
IEC and branding material like Flyers, Bags, Caps, Vests prepared before start of Census.
Publicity content was continuously revised based on phases of Publicity Campaign, languages,
and target audience. Publicity content for Print and Electronic Media Campaign, Explainer
Videos, Census Jingles, and video messages of Brand Ambassadors were submitted by
advertising agencies and shortlisted by committee.
Figure 2.13: IEC Material
III. Standard policies of Advertisement in Field
To proceed for a standardized publicity campaign throughout the country, instructions (SOPs)
on Publicity Campaign were also circulated in Field through operational manual. Similarly, the
policy for inauguration of field activities was circulated among field force.
IV. Campaign on Social Media
Keeping in view the importance of social media, 6 PBS social media handles were utilized to
engaged followers and cover all target audience. Due to publicity budget rationalization the
campaign was restricted to social media during early education phase.
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V. Publicity in social media during Education Phase
Figure 2.14: Screen Shots of different Tutorial Video
VI. Other Activities
Regular press releases and tickers were shared with Media after each activity of 7th Population
and Housing Census. Links with media houses and channels were established for talk show
appearances, Columns in Newspapers, Panel Discussions and Interviews.
2.6.4 Third Phase: Awareness Phase (Oct 22- Jan 23)
I. Brain Storming Session with Demographers
One-day brain storming session
with Demographers was held on
2nd December, 2022. Conceptual
manuals,
videos,
and
presentations for training of
Field
Staff
were
shared.
Initiatives allowed for gathering
feedback
on
methodology,
questionnaire,
and
training
material.
Concerns
about
methodology were addressed.
Figure 2.15: Brain Storming Session with Demographers
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II. First Media Briefing Media was briefed about the upcoming Digital Census in a Press Briefing on 13th Jan, 2023 at National Census Coordination Centre (N3C) PBS, Head Office, Islamabad.
III. Engagement of National and International Organizations Relevant national and international organizations were oriented through a dedicated session on 27th Jan, 2023, providing them with a thorough understanding of census procedures. This enhanced their confidence and facilitated their cooperation.
IV. Brief to Census Commissioners about their role in Census Provincial Census Commissioners were also briefed about their role through informative Session on 26th January 2023.
Figure 2.17: Session with National & International Organizations Figure 2.16: : Media Briefing Figure 2.18: Session with National & international organizations
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V. Song Competition Pakistan Bureau of Statistics launched a census song competition on social media. The theme was “tum he say hay tumhara kal”. Muhammad Danish Butt won and was awarded token money by Chief Census Commissioner at the inauguration ceremony of Self-Enumeration Portal.
VI. Social Media Campaign during Trainings The training of Field Force for First Ever Digital Census was held in three Phases. During all Phases of Training, the Social Media Pages of PBS gave updates on activities of the exercise.
Figure 2.19 : Launch of Census Song Competition on SocialٔMediaٔ“ٔTumٔheٔsyٔhayٔtumharaٔkal”
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79 NATIONAL CENSUS REPORT
VII. Publicity in Print Media during Awareness Phase
2.6.5 Fourth Phase: Motivation (Self Enumeration and Field Enumeration) (Feb 23-
Apr 23)
Motivation Phase was the most important phase. Details of Publicity Campaign during
Motivation Phase are as follows:
I.
Building Confidence of Media
Efforts were made to engage with media through interactive sessions and press briefings to
disseminate accurate census information. Sessions included visits by senior journalists at PBS
head office on 6th Feb, 2023, interactions with Media Persons at Provincial Census
Coordination Centre (P3C) Lahore on 9th Feb, 2023, and Media Briefings on 16th and 27th
Feb, 2023 at PBS Head office.
Figure 2.20: Publicity in Print Media during Awareness Phase
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II.
Inauguration of Self Enumeration Portal and release of Census Song
To give ownership of first Digital
Census of Pakistan to the General
Public,
PBS
launched
Self-
Enumeration Portal. The portal
allowed respondents to enter
household information. Federal
Minister IT&T inaugurated the
portal. Main Media Houses and
Social
Media
covered
the
ceremony. PBS Social Media
handles provided live coverage.
Census
Song
was
released.
Winners
of
online
song
competition were awarded during
the ceremony.
Figure 2.25: Inauguration of Self Enumeration Portal
Figure 2.23: Interaction with Media Persons
(25th March, 2023)
Figure 2.21: Media Persons (16th Feb, 2023)
Figure 2.24: Interactive session with senior
journalist (27th Feb, 2023)
Figure 2.22: Interaction with
Media Briefings (8th Feb, 2023)