30 May 2023
Felix Lee
[FYI request #22660 email]
Tēnā koe Felix
Official Information Act (OIA) request: Census prizes after census date
On 2 May 2023
, you contacted Stats NZ requesting, under the Official Information Act
1982 (the Act), the following information:
1. A list of all promotions or events on or after 8 March 2023 in which a prize or
giveaway or lucky draw or similar is offered for completing the census, including the
location, theme (if any) and the prize
2. For each event in 1, the cost of the event
3. For each event in 1, how many people completed the census at that event
4. Any documents that discuss whether the events in 1 are effective in achieving their
objectives
5. Any documents that discuss whether offering prizes after the census date will
encourage people to not complete the census on time next time
6. Any documents that discusses whether Stats NZ has considered if offering prizes
for people who don't fill in the census on time might be seen by some as rewarding
those who don't follow the rules, and if this will diminish the mana or reputation of
Stats NZ
Please note that this response includes information on promotions or events held between
8 March 2023 and the date of your request, 2 May 2023.
In answer to questions 1, 2 and 3, please note that throughout the entire census operation,
encouragement such as food, census branded merchandise, and other merchandise has
been a feature of
census support events to attract respondents to the event. These differ
from incentives now being used, as previously these were not given out in direct exchange
for completing the census. To aid collection efforts in the last weeks of census collection,
Stats NZ has approved the use of incentives, such as supermarket vouchers, food and
beverage vouchers, and tickets to specific sports events such as the Warriors vs Roosters
match. This is a form of manaakitanga, to reflect reciprocity to respondents.
The approximate cost of the One New Zealand Warriors partnership is $126,694 and is
broken down below. Note that the prize component of a trip to Australia was part of the
game day sponsorship and is included in the $17,500 cost provided below. The cost of the
trip was approximately $7,500.
[email address]
toll-free 0508 525 525
stats.govt.nz
8 Willis Street, Wellington
PO Box 2922, Wellington 6140
Item
$
(approx.)
Tickets – up to 2,000 (1,985 given out)
30,000
Food vouchers – $25 value (2,130 given out)
50,000
Game day sponsorship – includes pre-game and half-time ground
17,500
announcer census messaging; pre-game and half-time big screen
advertising; and prize component, which is trip for 4 people to Australia to
watch the Eels vs. Warriors game on 8 July 2023
Game day activation of $1,800 x 4, for 4 sites, marquees and equipment
7,200
for census activation
Census messaging and advertising through Warriors digital channels –
21,994
Facebook/Twitter/Instagram/Electronic Direct Mail (EDM)
Total
126,694
Aside from the One New Zealand Warriors partnership, supermarket vouchers have been
used as an incentive to complete the census. A table as at the date of your request, listing
all the events in which a voucher was given to complete the census, including t he value of
vouchers given out, approximate cost of the event, and number of completions at each
event, is attached.
In answer to questions 4, 5, and 6 of your request, please see attached
2023 Census:
incentivising responses from people that are hard for us to reach, presented to the 2023
Census Programme Board on 19 April 2023 which is the document setting out formal advice
to management.
Should you wish to discuss this response with us, please feel free to contact Stats NZ at:
[email address]. If you are not satisfied with this response, you can contact us at the email above and/or you
have the right to seek an investigation and review by the Ombudsman. Information about
how to make a complaint is available at
www.ombudsman.parliament.nz or 0800 802 602.
It is Stats NZ’s policy to proactively release its responses to official information requests
where possible. This letter, with your personal details removed, will be published on the
Stats NZ website. Publishing responses creates greater openness and transparency of
government decision-making and helps better inform public understanding of the reasons
for decisions.
Ngā mihi nui, nā
Kate Satterthwaite
General Manager, External and Government Relations
Office of the Chief Executive, Stats NZ
[email address]
toll-free 0508 525 525
stats.govt.nz
8 Willis Street, Wellington
PO Box 2922, Wellington 6140
