The public conversation on Twitter is never more important than during major civic events, the cornerstones of our democracy. Today, we want to provide an update on Twitter’s efforts with regard to the 2021 Canadian Census.
As background, Statistics Canada (@StatCan_eng and @StatCan_Fra) has adapted to the new reality of COVID-19 in order to deliver on the census. Completing the census questionnaire online is the best way to stay home and stay safe, while fulfilling your census obligation. Here is how our team at Twitter is contributing to this important process:
Dedicated Census search prompt
Twitter Canada is partnering with Statistics Canada to launch a dedicated Census search prompt. When an individual using Twitter searches for certain keywords associated with the Census, a tool will direct individuals to the official Census website. The prompt enables the public to find clear, credible information from government sources regarding important Census topics.
The prompt is available in 14 languages. For the first time on Twitter, the prompt is also available in 7 Indigenous languages: Inuktitut (Nunavut), Ojibway, Inuktitut (Nunavik), Oji-Cree, Plains Cree, Dene, and Atikamekw.
Partnership and product solution to drive civic participation
Our close partnership with Statistics Canada has helped to inform our approach on safeguarding the conversation occurring on Twitter regarding the 2021 Canadian Census. As part of that collaboration, we worked with Statistics Canada in March and April 2021 to host internal training for team members at Twitter Canada.
Throughout the month of May and into the summer months, we will encourage people to participate by Tweeting about the census from our Twitter Canada (@TwitterCanada) and Moments Canada (@CanadaMoments) accounts. We are also providing technical advice to Statistics Canada with regard to their content on our service.
In addition, Statistics Canada has launched a multi-pronged media campaign aimed at driving awareness and participation in the census.
Here are some Twitter highlights:
Timeline and Trend Takeover: 24-hour Takeover of both the first promoted Tweet all individuals in Canada will see in their timeline when they open Twitter, as well as the large image/video canvas on the top of the Explore tab. The Takeover will begin on Tuesday, May 11, which is Census Day in Canada and the day when Canadians will be able to start filling out their census questionnaire.
Like-to-subscribe campaign: This feature allows Canadians on Twitter to Like a Statistics Canada Tweet to opt in to receive future push notifications from the @StatCan_eng and @StatCan_FR accounts. This will include reminders aimed at informing people on Twitter about key Census benefits and driving participation online.
Custom content for priority audiences: Statistics Canada’s approach on Twitter will contain media assets, language and content that is targeted and tailored to different audiences across our country. This includes bespoke communications for important Indigenous and multicultural audiences who use Twitter.
Custom hashtag: In the coming months, Tweeting either #2021Census or #RecensementDe2021 will unlock a custom census emoji, elevating the conversation and bringing a bit of colour to this important conversation by Canadians.
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