Ethos Public Relations Manchester

2011 Census – what is all the fuss about?

by Rob

This Sunday is the day when we are required to return our completed census forms.

You may have noticed a bit of resentment from some people who are not happy at being forced to fill in the form and provide personal details - if they repeatedly refuse to fill it in they will get fined.

I don’t not see why so many people have such an issue with it. I think that anyone who has a problem must have something to hide.

When we log on to Facebook, for example, we often reveal many more details – where we are at an exact time (Facebook Places), phone numbers and address (Info page), and so on. Also, when we sign up for a store card we give away personal details without thinking twice about it.

It just doesn’t add up and I don’t see what all the fuss is about!

I wonder if the only reason people are being so awkward is because they are being asked to do something for nothing – and if that is the case then that is a truly worrying indictment of today’s society!

In the census they ask questions like ‘Who usually lives here?’, ‘What is your ethnic group?’ and ‘Were you actively looking for any kind of paid work during the last four weeks?’ – hardly the most intrusive of questions!

The Office for National Statistics (ONS), which run the census in England and Wales, has removed contentious questions on income, sexual orientation or the nature of any disability while the religion question is completely voluntary. Quite a lot has been done to the census to make it palatable for people – yet there are some who still complain. I suppose that is one of our favourite pastimes though!

The fact that the data collected is invaluable and allows local and central government, businesses and voluntary groups to plan their service provision; that it will remain confidential for 100 years; and that it will not be shared with other bodies - seems to be ignored. There is no chance of the data being linked to the ‘tax people’, the police or even the immigration authorities so I don’t really see what people’s issues are.

On a slightly different point I feel that the ONS have also done a good public relations job. They did their best to allay people’s fears about the survey by putting across a simple and reassuring message. Also at a time when people are losing jobs left, right and centre it is smart  they mentioned the fact more than 35,000 jobs have been created for the duration of the exercise.

Additionally, their logo is clean and colourful, while their website is as simple and as useful as it can be considering how much information needs to be on it!

While some may argue that the census is very intrusive and that people will not take it seriously - and with the ‘missing question’ issue and the involvement of an arms manufacturer (Lockheed Martin) adding ammunition to detractors – I feel that people should stop picking at little things and just get on with it.

My last word is reserved for the ONS communications team. They will be rushed off their feet in the next few weeks and I hope their hard work pays off. And I really hope that the Jedi population has dwindled – I never was a Star Wars fan!

The Office for National Statistics – may the force be with you!

Posted at 9:52am on 24^th March 2011