2011 Census Community Engagement Team, Office for National Statistics

A key objective of the 2011 Census in England and Wales was to maximise census participation and minimise differences in return rates in specific areas and among particular population groups. Research showed that groups undercounted in 2001 had concerns or misunderstandings about the census or barriers, such as lack of English.

A mapping exercise was undertaken by the Census Community Engagement Team, including in-house, independent and partnership research. They carried out analysis of demographic data, UK and international best-practice community engagement work, information from census equality impact assessments, and lessons from previous census tests.

Community panels were established for in-depth consultation with specialist community networks. A Diversity Advisory Group conducted road shows, in partnership with CLG equality and diversity teams. A community engagement toolkit was developed, and 157 individual local community engagement plans formulated by census area managers in partnership with all local authorities.

Recruitment goals were set so that the census fieldforce was representative of the local community, and all 28,000 census field staff were trained on diversity issues (including elderly, literacy, etc). Forty-one community advisers were appointed specialising on ethnic groups to do direct mapping, targeting and local engagement (meetings, media engagement) in partnership with local authorities and community groups/networks.

Engaged communities became so motivated they resourced engagement themselves. The Chinese community sponsored Chinese media events, with stalls at high-level events such as Chinese New Year. The Indian Ravidassia community produced 10,000 leaflets; national presentations (English and Punjabi); online videos and Facebook/Twitter campaigns. There was a census engagement ceremony by national leaders at House of Commons; the national Be Counted campaign, and census-completion events at every temple.

Partnerships with influential and strategic disability organisations included RNIB, Deaf Connections, People First, Scope and CAB at national and local levels, and resulted in targeted information campaigns and signposting to helplines and facilities provided. Census questions were translated into 56 languages, available to order and download. Accessible materials including Braille and audio guidance, and a large-print questionnaire developed with RNIB, and orderable online. Ten times the number of large-print questionnaires were requested (5,000) as in 2001.