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81 NATIONAL CENSUS REPORT
III. Publicity during Self-Enumeration Launching ceremony of Self-Enumeration portal was covered live by PBS Social Media. Tutorial videos about filling information through portal were posted on Social Media. Thematic campaigns and reel campaign were shared through social media. Mainstream Media was also engaged in delivering Census message to General Public.
Figure 2.26: Publicity during Self-Enumeration
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IV. Inauguration of Field Operation by local Influential at tehsil / district and
provincial level and by Chief Census Commissioner at National Level
The policy for Inauguration of Field activities was already circulated. Therefore, the Field
Operation was inaugurated by Chief Census Commissioners at PBS, Head office Islamabad on
1st March, 2023. The inauguration was followed by a Media Talk by Chief Census
Commissioner. The same procedure was followed at local levels. All the activities were
highlighted by Social Media handles of PBS and got coverage in Media.
V. Social Media Publicity Campaign during Motivation Phase
Keeping in view importance of social media, main emphasis of Publicity Campaign during
motivation Phase was Publicity through social media. Thematic Campaigns posted through all
social Media Handles during Field Enumeration to motivate General Public. Special animated
tutorial videos made to illustrate procedure of Self Enumeration. Emphasis of all posts was
communicating Digital Census updates. Further, videos posted to motivate Census Staff and
Enumerators.
Figure 2.27: Inauguration of Filed Enumeration
Figure 5.23: Social Media Campaign during Motivation Phase
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83 NATIONAL CENSUS REPORT
Figure 2.28: Publicity on Social Media during Self Enumeration Phase
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NATIONAL CENSUS REPORT 84
Figure 2.29: Social Media Posts during Motivation Phase
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85 NATIONAL CENSUS REPORT
VI.
Involvement of Influencers to boost Social Media Campaign
Influencers like Ahsan Khan, Sarwat Gillani, Umer Alam and Junaid Niazi having millions
of followers, recorded messages for Population Census on their respective social media. Dr
Arfa Sayeda Zehra, an Educationist and Urdu Language Expert also motivated general public
to participate in census through PBS Social Media platforms.
In short, a Social Media Campaign was launched in which PBS successfully highlighted
the information about Digital Census related information, use of Census Data, Facts and myths
about Census and clarified fake News trending about Digital Census.
VII. Mainstream Media (TV, Radio, Print) Campaign during Field Enumeration The Publicity Campaign on Mainstream Media included: i. TV Advertisement on TV consisted of 789 spots of 30 seconds to 1 minute duration. The total air time for the advertisements was 9 hours 43 minutes and 50 seconds with 25 days of appearance on TV during the Campaign. 25 National and 9 Regional News channels were utilized throughout the campaign during peak hours. The Channels were carefully chosen on the basis of National and Regional representation and Target Rating Point (TRP) of particular Channel at that time. Besides, interviews, beepers, documentaries and tickers also went on air during prime time and morning shows in different phases of campaign. The time duration of these activities was 2 hours 48 minutes. Total viewership remained 182.7 million (all spots added). The census messages were conveyed through famous celebrities like Bushra Ansari and Javed Sheikh on TV and Radio.
Publicity Mode Details No of days Total Spots / Insertions (Paid) Total Spots / Insertions (unpaid) Channels/ Newspapers / Stations Coverage / Viewership / Readership National Regional
TV 25 Spots: 789 13 (interview, beepers) + documentaries + tickers 25 9 182.7 Million (all spots added) (paid) (9 hours 43 minutes 50 seconds) (2 hours 48 minutes) Figure 2.30: Involvement of Influencers to boost Social Media Campaign
Pakistan Bureau of Statistics
NATIONAL CENSUS REPORT 86
ii. Print
Print Media Campaign consisted of 21 days of advertisement with 420 insertions on 12
National (English & Urdu) and 16 Regional Newspapers with readership of 4788K per day.
All advertisements were coloured and were published on front pages of Newspapers.
To get maximum coverage, the Newspapers were selected on the basis of Audit Bureau of
Circulation (ABC) Certification. Apart from advertisements, more than 50 press releases
covering important news on census activities were published in different National and Regional
Newspapers throughout the Campaign. These advertisements got coverage in all important
newspapers. Interviews of Chief Census Commissioner, Dr. Naeem uz Zafar and official
spokesperson / Member SS/RM, Mr. Muhammad Sarwar Gondal were also published in
different Newspapers.
Publicity
Mode
Details
No of
days
Total Spots
/ Insertions
(Paid)
Total Spots
/ Insertions
(unpaid)
Channels/ Newspapers
/ Stations
Coverage /
Viewership /
Readership
National
Regional
Print
23
420
Interviews
+Press
releases
12 (per
day
average)
16
Readership:4,788 K
per day
Figure 2.31: Publicity on Electronic Media during Census
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87 NATIONAL CENSUS REPORT
iii. Radio
Radio Campaign included 961 spots in 25 days. The time duration was 5 hours and 57 minutes.
Pakistan Super League (PSL) transmission of Radio Pakistan was sponsored by PBS. Apart
from Radio spots, announcements about participating in Census were also made through all
frequencies of Radio Pakistan covering 98% population and 80% area of Pakistan including all
major cities. Interviews and podcasts of Chief Statistician and Official Spokesperson were also
broadcasted from Radio Pakistan and were repeated on different frequencies. Unpaid campaign
consisted of 2 hours’ announcements during PSL matches apart from regular advertisements.
Through Radio Pakistan transmission those remote areas were covered where no other way of
communication approaches.
Publicity
Mode
Details
No of
days
Total Spots
/ Insertions
(Paid)
Total
Spots
/
Insertions
(unpaid)
Channels/
Newspapers / Stations
Coverage
/
Viewership
/
Readership
National
Regional
Radio
25
Spots:961
(5 hours 57
minutes)
1 hour interview,
2 hours
announcements
(PSL)
Radio
Pakistan
FMs
98% population
and 80% of total
area in Pakistan
(Radio Pakistan)
All main Cities
FMs)
Figure 2.32: Advertisements in Print Media during Census
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VIII. Outdoor Publicity Campaign and Community Awareness Program
An Outdoor publicity campaign is the most effective way to enhance awareness. Therefore,
PBS devised a wide-ranging strategy for Outdoor Publicity Campaign of 7th Population and
Housing Census. The outdoor campaign consisted of Banners / Streamers display, Leaflet
distribution, branding of PBS offices and vehicles and Community awareness programs such
as use of IEC material (bags, caps and vests) by enumerators, meetings at grass root levels,
Census Walks, participation in IT Expo and announcements etc. The content was carefully
designed in a manner that not only communicated the census message to general public but
also motivated them to become a part of this important exercise in huge national interest. The
details of outdoor Publicity Campaign are given
below:
IX.
Displaying of Banners and streamers
Banners were displayed at important public places like
five main airports of Pakistan, prominent toll plazas,
railway stations, PSO pumps, Census Support Centers
and main locations in Islamabad and other cities.
Streamers were also displayed alongside important
roads to announce the start of 7th Population and
Housing
Census. The
basic
purpose
was
to
communicate to General audience that census is in
progress and their participation is important.
X.
Distribution of Leaflet/Flyers/Broachers
Flyers / Leaflets were distributed at public places like
Toll Plazas, PSL Matches, Roads, Railway Stations,
Malls and Educational Institutes etc. The main targe
t was Educational Institutes where along with
distribution of Flyers, the Census message was also
verbally conveyed to the students by PBS
representatives. The content of Flyers was targeted,
creative and simple. In addition to that, it covered all
the aspects to create general awareness about first
ever Digital Census.
Figure 2.33: Census banner displayed
at PSO Pump
Figure 2.35: Distribution of Flyers to
create general awareness among
audience about Digital Census
Figure 2.34: Displaying of Census Banners at main areas during Census
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XI. Branding of PBS offices, Vehicles and Census Support Centers
For widespread communication of Census message,
branding of PBS offices and vehicles was carried out. Office
branding strengthens organization’s relationship with its
employees and brings a sense of responsibility about the
successful completion of the activity. It also gives an
impression to outsiders that something important is in
progress. Keeping this in view, all offices of PBS and
Census Support Centers displayed banners and X -stands
containing informative material on 7 th Population and
Housing Census within their premises. Similarly, Vehicle
branding is a cost -effective way that captures a wider
audience. All the vehicles used by PBS head office and
Provincial offices used car back screen stickers during Field
enumeration of First ever digital census.
XII. Community awareness Programs
The basic purpose of community awareness programs was to increase the community’s
knowledge about the purpose, procedure and importance of Population and Housing Census
and counter all the misconceptions about the process and use of data. These programs included
meetings at grass root level i.e., Hujra, Baithak, Announcements in mosques and through
loudspeakers in streets, Census awareness walks in all major cities, participation in IT Expo
with stalls of Self Enumeration and information about digital census, Seminar, workshops and
orientation sessions about Digital Census and Use of IEC material like caps, vests and bags by
enumerators. The outdoor publicity campaign of 7th population and Housing Census
successfully gained the desired response from audience and played active role in success of
Census.
Figure 2.36: Branding of PBs Vehicle to capture wider audience during field enumeration
Figure 2.37: Community awareness program during Digital Census Pakistan Bureau of Statistics
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XIII. Involvement of Stakeholders during the motivation Phase of Digital Census 2023 i. Consultation with Demographers regarding data trends A committee of renowned Demographers was constituted for “Trend Analysis of Census Data” for 7 th Population and Housing Census. Several meetings of Committee were held. These exposures gave PBS an opportunity to get benefit from the expertise of renowned Demographers.
ii. Consultation with Provincial Administration regarding Field Operation and Results Regular meetings between Pakistan Bureau of Statistics higher management and ICT and Provincial administration were held throughout the Field Operation of 7th Population and Housing Census to take important decisions about Census Field activities with consultation of stakeholders. Provincial Functionaries also remain part of the regular meetings of Census Monitoring Committee in which important decisions about 7 th Population and Housing Census were taken. Figure 5.34: Consultation with demographers regarding data trends Figure 2.38: Consultation with Demographers regarding data trends
Figure 2.39: Consultation with provincial administration about filed enumeration results
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91 NATIONAL CENSUS REPORT
iii. Building Confidence among Media
The interactive sessions with Media include Press Briefing on 16 th March, 2023 and 22nd
May, 2023 at National Census Coordination Centre (N3C) at PBS Head Office, Interaction
with Media Persons at Provincial Census Coordination Centre (P3C), Lahore at 9 th Feb,
2023 and Media interactive session at Provincial Census Coordination Centre (P3C),
Karachi on 25 th March, 2023. Media was also invited in all the interactive sessions with
stakeholders at Islamabad and Provinces and inauguration ceremony of Field Enumeration
on 1 st March, 2023 at PBS Head office. Main stream media was also invited at Press
Conference at PBS Head Office to announce the closure of Field Operation and all digital
activities on 22nd May, 2023 and were provided the latest updates on Pakistan’s First ever
Digital Census. These interactions helped Media to play the role of PBS Ambassadors in
conveying the message of Digital Census to General Public and stakeholders.
iv. Engaging Political Parties
Political parties were invited to participate in interactive session on first ever Digital Census
on 28 th April, 2023. Parliamentarians from all Political Parties were invited, their concerns
were also addressed during the session and were provided clarity on the census procedures.
Figure 2.40: Press Conference at PBS HQ to announce closure of Field Operations
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NATIONAL CENSUS REPORT 92
Further, they were also briefed through one-on-one meetings and live talk shows on important
NEWS Channels. This exercise fostered their confidence in the transparency and credibility of
the census. In short, PBS utilized all modes of communication to run an effective Publicity
Campaign. By involving stakeholders at every stage, the 7th Population and Housing Census
has established transparency and credibility, addressed concerns and ensured a collective
ownership and acceptance of the process.
XIV. Daily Media Monitoring Reports and addressing Queries of Political Parties and
other Stakeholders
i.
Counter Strategy on Census Matters
• The questions raised by Political parties, provinces and other stakeholders through different
forums and other news about Digital Census were continuously monitored in Print,
Electronic and Social Media by a dedicated team of Media Cell.
• A report on daily basis was prepared in this regard throughout the Campaign.
All the tangible queries were placed before senior management and then the queries were
replied and clarified in appropriate manner i.e., through Social Media handles of PBS, Press
releases, interviews in talk shows, tickers and advertisements on Print and Electronic Media.
Replies to Frequently asked questions (FAQ’s) were also posted through social media pages of
PBS.
ii.
Monitoring of Publicity Related activities in Field
A dedicated team from Media Group in head office was responsible for getting feedback from
field about the activities related to Publicity Campaign of 7th Population and Housing Census.
2.6.6 Fifth Phase: Reminder Phase (May 23)
The Field operation of 7th Population and Housing Census was not closed before making sure
that all the Households in every city, village and district have been counted. For that purpose,
Reminder messages were circulated through Social, Print and Electronic Media and UAN
Number was provided to register complain. All complaints received through UAN Numbers,
Social Media or any other way was forwarded to concerned authorities and properly addressed
Figure 2.41: Interactive session with Political Parties