Census Communications
Communicating Nigeria’s First Digital Census
Credo Advisory was contracted by Washington DC-based Population Reference Bureau (PRB) to design a comprehensive communications strategy and implementation plan for Nigeria’s first digital population and housing census. The United Nations Population Fund (UNFPA) supported and funded the project. Credo’s task was to develop a national communications strategy and public campaign to foster high levels of support and participation for the 2023 census.
Strategy & Execution
Credo Advisory conducted quantitative and qualitative research and analysis for a data-driven public campaign in collaboration with NOI Polls to assess public perceptions and attitudes. Research included a nationwide telephone survey across the six geopolitical zones, focus group discussions, and in-depth interviews with key stakeholders. Our specialists also conducted a desktop review of past censuses in Nigeria and census best practices in other countries, namely Ghana and the USA. The research findings informed the development of a communications strategy for the 2023 population and housing census.
Outcome
Credo Advisory developed a fully integrated public campaign designed to raise awareness, mobilize communities, secure partnerships, and motivate citizen participation. The communications strategy incorporated media relations, branding, advertising, digital and social media, grassroots engagement, events, monitoring and evaluation, stakeholder engagement, and crisis communications.
