The KNBS had a big task, to undertake the first ever digital census for the 2019 Kenya Population and Housing Census in August 2019. And they had a big ask - they needed us to build confidence in a sytem that was not widely trusted by the general public. They also wanted us to garner support from across the board, but more importantly, build public confidence in the campaign.
Based on our Planning PN+ tool, the first thing we did was reach out to opinion leaders and utilise them to reach out to their publics to engender authenicity and trust in the campaign. We then used our media partners to push through an outreach and awareness campaign on a mass scale. At the same time we launched a countrywide public information campaign to help raise awareness and also answer any concerns that the target audience may have had. We complemented this with activations across the counties that enabled rich audience engagement and interactions. All this we did under the “nipo, natambulika” campaign slogan that was designed to appeal across all the different publics.
- Enumeration of 99 per cent of the target population.
- The Campaign won two national awards namely, the 2019 PRSK Public
- Communication Campaign of the Year and 2019 PRSK Social Media Campaign of the Year awards
- 4621 stories ran on print and electronic media during the Census week.
- 55 million impressions Facebook, Twitter, Instagram, You Tube, LinkedIn and WhatsApp
- Over 140% increase social media reach on KNBS Facebook page and Twitter handle.
