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					     United Nations Economic Commission for Europe
     Statistical Division




      Advocacy Materials
for Population and Housing Censuses
               Presentation at the
Training Workshop on Census Questionnaires for
  Population and Housing Censuses in SPECA
               Member countries

     Dushanbe, Tajikistan, 12-16.3.2007
    Petteri Baer, Regional Adviser, UNECE
Themes to be discussed in this
presentation (1)
     The Problem
     Different target groups will need different kinds
      of ready made information
     Some target groups will need mainly
      customized information
     Analytic materials, Good visual presentations
     What are the main target groups for Census
      materials?
     What are the main media of communication?

16.03.2007           Petteri Baer - UNECE Statistical Division   Slide 2
Themes to be discussed in this
presentation (2)
    The need of a Broad Dissemination Strategy
    The Census – A great possibility of Contact
     Building for the National Statistical Office!
    But in close and clear relation to all this
      •      There is a need to have resources to do the
             Census, to produce the Census materials
      •      The need to have good understanding in society
                 The Government, Local administrations, other officials
                 The Population … Politicians
                 The NSO top leadership, Census staff, other staff
                  members in the NSO

16.03.2007                      Petteri Baer - UNECE Statistical Division   Slide 3
Useful information sources on
Advocacy for Censuses
   UNFPA/PARIS21                              UNECE Training
    International Expert                        Workshop on
    Group Seminar :                             Management of
    Population Census Data                      Population and Housing
    Dissemination, Use and                      Censuses for SPECA
    Advocacy                                    countries
    •     10 -12 November 2003,                   •   30 Oct – 3 Nov 2006,
        Pretoria - SOUTH AFRICA                       Baku - AZERBAIJAN
    •   http://www.paris21.org/pag                •   http://www.unece.org/stat
        es/task-                                      s/documents/2006.10.cen
        teams/Teams/events/index.                     sus.htm
        asp?id_event=1&tab=doc

16.03.2007               Petteri Baer - UNECE Statistical Division         Slide 4
The Problem
- as posed in the Pretoria Expert Group Seminar in 2003
                                            “Statisticians like to
                                             talk to one another in
                                             mysterious ways and
                                             with a time clock
                                             which runs 10 times
                                             slower than everyone
                                             else's”
                                             We have to
                                             communicate better!
                                             We have to imagine
                                             ourselves into the
                                             position of the potential
                                             users of our information!
16.03.2007            Petteri Baer - UNECE Statistical Division   Slide 5
Four important groups
to be influenced
1. The public
2. The politicians
3. The people making decisions on funding in
   the government
4. Development partners, be it international or
   national organisations
They are connected
  Politicians need votes from the public
  Governments are / should be accountable

16.03.2007       Petteri Baer - UNECE Statistical Division   Slide 6
Four important groups…
1. Public Perceptions
                                   Health care
                                   Schools
                                   Medicines
                                   Roads
                                   Water
                                   Crime prevention
                                   Census????


16.03.2007   Petteri Baer - UNECE Statistical Division   Slide 7
Four important groups…
2. Low Political Popularity
    Censuses tend to attract
     hostile media
     coverage…
    “You missed me out!”
    “Why does it take so
     long?”
    “What happened to the
     money?”
    “My group is                           Any votes for the Census?
     undercounted!”

16.03.2007            Petteri Baer - UNECE Statistical Division   Slide 8
Four important groups…
3. Sceptical Ministries                       of Finance
                                           There’s just not
                                            enough money for
                                            everything
                                           “Can it be that
                                            expensive?”
                                           Once in 10 years
                                            budget shock
     How much did you say?
                                           “Sorry, but we have
                                            other priorities”
16.03.2007           Petteri Baer - UNECE Statistical Division   Slide 9
Four important groups…
4. Donor organizations and countries
not always understanding…
                                        Certainly there is need for
                                         the information
                                        …but there may be a
                                         reluctances to fund a census
                                        Hard to attribute
                                         development success “only”
                                         through having good Census
                                         results
                                        Shared funding may be hard
                                         to manage financially
                                        The decision maker may not
                                         always understand the
                                         magnitude or the process
16.03.2007     Petteri Baer - UNECE Statistical Division    Slide 10
Strategies (1)
    Take publicity seriously
      •      Enlarge the PR or publicity staff during the “hot”
             years or Census activities or recruit a Census
             Press Officer
      •      Make a good plan of what will be published
                 Advocacy materials
                 Census result materials
                 Target audiences
                 Choice of correct media
                 Cost plan and budget for publicity activities
      •      Enlist support from key users

16.03.2007                      Petteri Baer - UNECE Statistical Division   Slide 11
Strategies (2)
    The importance of good Census information
      •      How can resources be allocated if basic information
             on population is based on guesses and (too) old
             information?
      •      Attracting investments, doing good business,
             developing economic activities needs good
             infrastructure – reliable official statistics is basic
      •      Monitoring donor activities needs good basic
             background information
      •      If the denominators of Gross Domestic Product,
             Millennium Development Goals are wrong, no
             information is reliable
16.03.2007                  Petteri Baer - UNECE Statistical Division   Slide 12
Justify the Costs (1)

    Prepare a full budget justifying each line
    Costs can partially also be justified by
     basic Statistical Capacity building
      •      Make as many parts as possible sustainable
               Building relations to potential user groups of
                official statistics
               Good visual presentations
               Consequent style in publication activities
               Geographic Information Systems - GIS

16.03.2007                  Petteri Baer - UNECE Statistical Division   Slide 13
Justify the Costs (2)
    Cost of each question versus cost of
     NOT having data and information
      • Wrong analysis of the situation
      • Wrong allocation of resources
      • Wrong investments of scarce resources
      • Economic support not made use of /
        misplaced / not received at all due to poor
        monitoring and basic information
    MDG Indicators – a joint effort
16.03.2007          Petteri Baer - UNECE Statistical Division   Slide 14
    United Nations Economic Commission for Europe
    Statistical Division




Broad Dissemination Strategy
* The need to identify different need
   structures of different users *
              Presentation at the
  Training Workshop on the Management of
 Population and Housing Censuses in SPECA
              Member countries

    Baku, Azerbaijan, 30.10 – 3.11.2006
   Petteri Baer, Regional Adviser, UNECE
Broad Dissemination Strategy
                                   See presentation from
                                    the Baku Training
                                    Workshop at the
                                    UNECE web site
                                   In English
                                      •   http://www.unece.org/stat
                                          s/documents/ece/ces/ge.4
                                          1/2006/13.e.ppt
                                   In Russian
                                      •   http://www.unece.org/stat
                                          s/documents/ece/ces/ge.4
                                          1/2006/13.r.ppt


16.03.2007   Petteri Baer - UNECE Statistical Division        Slide 16
Why segment customers?
Shouldn’t we serve everybody equally?
 Different customer segments have different
  need structures of statistical information.
 Everybody benefits from developing the
  services and increased service ability
  according to institutional need structures!
      •      Media
      •      Government bodies
      •      Local administration bodies
      •      Corporations and enterprises
      •      Research institutions
      •      Educational institutions
      •      NGOs
      •      Others
16.03.2007                   Petteri Baer - UNECE Statistical Division   Slide 17
The media is your partner
                                   In the preparation
                                    stages of the Census
                                    process
                                   In disseminating the
                                    main results
                                   In making
                                    problematic issues
                                    known
                                   Help the media to be
                                    well informed!
16.03.2007   Petteri Baer - UNECE Statistical Division   Slide 18
The role of publicity and
information campaigns
    Promoting public awareness
    Creating positive perceptions
    Informing about the importance and
     usefulness for the society
    Encouraging participation
    Diminishing possible resistance
      •      Especially among particular and special
             groups
16.03.2007               Petteri Baer - UNECE Statistical Division   Slide 19
Publicity campaigns
are widely used
    Publicity campaigns are widely used
    In the 2000 round of Population and
     Housing Censuses in the ECE Region
      • Out of 43 reporting countries
      • 41 countries had made some kind of
        publicity campaign for the census
      • Only Belgium and Denmark did not carry
        out any publicity, as their cencus heavily
        relied on administrative data

16.03.2007          Petteri Baer - UNECE Statistical Division   Slide 20
The importance of good
contact information
                                   User lists
                                      •   From previous censuses
                                      •   Users of socio-economic
                                          statistical materials
                                   Contact directories
                                   Feedback contacts
                                    Contact / Customer
                                    database
                                    Customer
                                    Relationship
                                    Management (CRM)
16.03.2007   Petteri Baer - UNECE Statistical Division       Slide 21
You will profit much
from active feedback
                                   Having more feedback
                                    will help you to develop
                                    your services
                                   Interaction with critical
                                    customers will help you
                                    in having a positive
                                    pressure on
                                    performing better
                                   A demanding customer
                                    is like a grain of sand
                                    within the mussel. It
                                    doesn’t feel good but the
                                    result may be a beautiful
                                    pearl!
16.03.2007   Petteri Baer - UNECE Statistical Division   Slide 22
The efforts you will make will
be rewarded because…
                      Only used

                       statistical
                       information is
                       useful statistical
                       information!
                                       Thank you
                                        for your attention!
                                       petteri.baer@unece.org

16.03.2007   Petteri Baer - UNECE Statistical Division   Slide 23

				
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