Census Communication Campaign

The Challenge

  • Increase awareness and improve knowledge on the Census
  • Build support for the census among stakeholders
  • Build confidence and pride among members of the public to participate in the census

The Positioning

  • Program that is an important national exercise that would provide population data and consumer information that will be used for all aspects of national planning and will create a new basis for consumer planning, development interventions by local and international NGOs and a fresh reference point for academic interpretation of Kenya’s demographic reality. In all the communication campaigns, the individual was positioned as the unit that counts most: “This is for me”.

The Strategies

  • Outreach through Opinion leaders and influencers especially the mainstream FBOs
  • Media outreach and advocacy to promote accurate and analytical coverage of the Census and the process.
  • Public information campaign through Radio, TV, Print and IEC materials to increase awareness and build excitement on the Census

The Results

  • Over 98% of households enumerated for the 1st time in Kenya
  • Cultivated the support of mainstream Faith Based Organisations
  • Census covered as a breaking national story by all media organisations from the 24th to the 31st
  • Campaign won the United Nations Grand  Award for outstanding achievement in Public Relations campaigns which best exemplify the ideals and goals of the United Nations and the Golden World Awards for Excellence in 2010



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