Presented at the UN Seminar on Census Data Dissemination on 14th September 2010
A.K.M Kilele
Director General
Kenya National Bureau of Statistics
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Kenya conducted censuses in 1969, 1979,
1989, 1999 with the latest census in August,
2009.
We have therefore adhered to the decennial
periodicity recommendation by the United
Nations
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Despite the successful census taking, census
results have quite often been received with
suspicion and skeptism
Perceived delays in the release of census
results have been a major cause of the
suspicion and mistrust.
Reasons for the skeptism:
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The time taken to release results is viewed to be
too long due to lack of understanding of the
process
Quite often there has been a mis-conception that
previous census results were never released due to
low key release
The Goal of our Communication Strategy
is:
“To enhance the credibility and acceptance of census
results and promote the usage of census data”
Several activities aimed at:
1. Making the public appreciate the lengthy
and complicated exercise of data processing
2. Ensuring that Kenyans were aware of the
date the census results would be released
3. Creating awareness of the release and the
availability of census data
4. Ensuring that the contents of the
published results are publicized
Implementation in three phases :
Phase 1. Pre-release communication –Aimed at
enhancing understanding of the census process
with the objective of dispelling the perception
that census results are delayed
Phase 2.
The post release communication – Aimed
at increasing awareness of the release of census
results.
Phase 3.
Dissemination workshops – Yet to be
implemented but is aimed at increasing
awareness of the existence and usage of census
data by the public and institutions
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Workshop for media – Held a day before the
release. Well attended and generated a lot of
publicity in both electronic and print media thus
setting the mood for the release of the results.
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Census documentary - A documentary
highlighting all phases of the census but
emphasizing the post-enumeration activities to
demonstrate why it takes a long time to generate
census results, was broadcast the week-end
before the release on three television stations. This
again helped in setting a positive mood for the
release.
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Press statement - a press release announcing
the release date was circulated to all media two
days prior to the release. This also went a long
way in creating awareness of the release.
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Talk shows – Several talk shows were aired on
television a few days prior to the release. The
shows featured various census officials talking
about the release of the results and answering
questions from viewers. This was aimed at
quelling any negative or biased attitudes about the
census results
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Countdown to release of census results - A
countdown towards the release of the results was
published in the two leading daily newspapers for
five days prior to the launch. A similar countdown
was also broadcast on four television stations and
four radio stations.
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Spectacular launch of the census results –
The launch function was held in a very large
international conference centre with a guest list of over
1000. The results were announced by the Minister for
Planning, National Development and Vision 2030.
Launch covered live by four television stations and
reported widely by all media. The publicity generated
debates and mentions in the media for the entire
following week
Activities undertaken so far:
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Published official results in the newspapers
Held talk shows and interviews in the media
expounding on the results
Launched an interactive SMS census results service
whereby the public can make enquiries via mobile
phone text messaging
Posted results on the KNBS website
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Planned activities:
Post results on the Ministry of Planning, National
Development and Vision 2030 websites
Mass distribution of simplified fact sheet
Print and distribute posters with basic highlights
Establish selling points for census products such as
compact discs and various volumes
…Planned activities:
 National dissemination workshop - a major
national dissemination workshop will be held at
national level for main data users especially from
the government, academic institutions, NGO’s and
private sector. Other user specific dissemination
workshops will be held on request
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Dissemination workshop for Parliamentarians –this
will be to assist politicians understand the content
of the census results and how they can be utilized
as they are major stakeholders
Regional dissemination workshops – To be held at
the district level with the purpose of demonstrating
to participants how to utilize the data and compare
intra-district performances.