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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Famous quotes containing the word advertising:
“Remove advertising, disable a person or firm from preconising [proclaiming] its wares and their merits, and the whole of society and of the economy is transformed. The enemies of advertising are the enemies of freedom.”
—J. Enoch Powell (b. 1912)
“The same people who tell us that smoking doesnt cause cancer are now telling us that advertising cigarettes doesnt cause smoking.”
—Ellen Goodman (b. 1941)
“The susceptibility of the average modern to pictorial suggestion enables advertising to exploit his lessened power of judgment.”
—Johan Huizinga (18721945)