Advertising
In contrast to 1996 focus-groups that found it important to know the legal requirement at the outset, participants of 2005 focus-groups were annoyed or provoked by draft ads reminding Canadians about the census law. As a result of the finding, Statistics Canada's initial newspaper, radio and TV ads avoided mention of the legal requirement. Instead, reference to the census law was highlighted only in ads appearing after census day, to capture late filers.
To encourage participation, Statistics Canada set aside $13 million for "saturation" advertising, including billboards, bookmarks, inserts in municipal tax bills, and ads on bags of sugar and milk cartons.
Read more about this topic: Canada 2006 Census
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