Be Honest about Religion in the Irish Census - Campaign Updated

Michael Nugent

This campaign is now updated on the Atheist Ireland website based on feedback and discussions. I'd like to thank everyone here who contributed to these changes.

There is now an overview theme:

Be Honest about Religion in the Irish Census, which gives an overview of the campaign and why it is important to answer the religion question honestly.

And two targeted sub-messages:

Be Honest to God in the Irish Census, aimed at people who grew up Roman Catholic and still believe in God, but are no longer truly Roman Catholics.

Be Honest to Godless in the Irish Census, aimed at people who are atheist or agnostic or humanist and who have no religion.

The campaign overview and each of the two targeted sub-messages each have their own Facebook pages, so people can like whichever combination of the three they personally identify with.

Be Honest about Religion in the Irish Census on Facebook
Be Honest to God in the Irish Census on Facebook
Be Honest to Godless in the Irish Census on Facebook

drkpower

I suppose it is good that you are listening but this fragmented approach smacks of something developed by committee, and the impact of any campaign is lost by diluting it. Just think of how you would explain this new campaign if/when you have 3 minutes on the Last Word? It comes across as a bit of a mess.

Far better to have something short, snappy and universal that works for all audiences. The suggestion Robin made on the other thread fits the bill better than any of the three strands of your campaign.

But, despite my concerns over the effectiveness of your campaign, best of luck with it.

Dades

I like the first generic message.

Though I have to say I see no benefit in having three separate (but almost identical) campaigns. There is no way of directing each campaign to a certain demographic. Viral stuff like this will just proliferate in no fixed manner.

robindch

The main slogan "Be Honest About Religion" is good, but there's no point in changing it, and thereby diluting the impact, to suit sub-markets. It's a better idea to change the subtext instead, and leave the slogan intact in order to build brand memory. On the design side, I suggest using a serifed, slightly wider font (or a less tall one, if stuck for horizontal space) for more impact and change the green to red or black, since it clashes with both.

I think the updated ads are an improvement, but they're still some way from being the best possible.

Good luck with the campaign!

Michael Nugent

drkpower wrote: »

Just think of how you would explain this new campaign if/when you have 3 minutes on the Last Word? It comes across as a bit of a mess.

Well, I wouldn't explain it on radio in the language above, which is a meta-analysis as part of a discussion about the mechanics of the campaign theme. On radio I would use a more informal approach. Something like...

One of the Census questions is “What is your religion?” And a lot of people just tick their childhood religion out of habit, regardless of whether or not they still practice it.

So we end up with Census figures that we know are wrong, like nine of ten people being Roman Catholic and only one in twenty being nonreligious.

Now these inaccuracies matter, because the State uses the Census figures to predict demand for services like schools and hospitals, and other policies.

So please think before you tick the Census paper this April. Don’t just answer out of habit. Be honest about whatever your actual current religious affiliation is.

It’s important to get all the figures right, but two of the figures will have much more impact than others: that’s Roman Catholic and No Religion.

So if you still believe in God but you are not really a Roman Catholic, then say so. And if you are an atheist or agnostic or humanist and you have no religion, tick the ‘No Religion’ box.

If you want to find out more about why this is important, and exactly what we’re asking you to consider doing, you can check out our website at atheist.ie.

Michael Nugent

Dades wrote: »

I like the first generic message.

Though I have to say I see no benefit in having three separate (but almost identical) campaigns. There is no way of directing each campaign to a certain demographic. Viral stuff like this will just proliferate in no fixed manner.

They are targeted sub-messages, not separate campaigns. The campaign is Be Honest about Religion in the Census. That's what we will be leading with in all general promotional material and interviews.

It's useful to also have targeted information both as a response to specific questions and when communicating directly with specific target groups. We can work on making the distinction clearer.

robindch wrote: »

On the design side, I suggest using a serifed, slightly wider font (or a less tall one, if stuck for horizontal space) for more impact and change the green to red or black, since it clashes with both.

Thanks. We'll have a look at that.

drkpower

Michael Nugent wrote: »

Well, I wouldn't explain it on radio in the language above, which is a meta-analysis as part of a discussion about the mechanics of the campaign theme. On radio I would use a more informal approach. Something like...

I hear ya - still think you leave yourself open to the accusation that you are 'insulting' people with the 'godless' reference. And I know that with the campaign change that you are not. But that may still be the perception.

But anyway, good luck with it.

Galvasean

I am glad you've gone with the 'Be Honest About Religion' angle. It means the campaign looks open to everyone. When it was simply 'Honest to Godless' it was aimed at far too specific a demograph IMO.
What is also handy is that I can invite more than 10 people to join the 'Honest about religion' facebook page. With the 'Godless' one I could only bring myself to mail those I knew for certain were A&As as i didn't want to come across as one of those pushy 'militant atheists' we've all read about.

Best of luck with the (improved) campaign.

liamw

Thanks, I've Liked the 'Be Honest About Religion' page and Unliked the 'Godless' page.

I think people will respond better without thinking the campaign has anything to do with being 'godless'. While I understand your line of reasoning, too many people will just respond negatively to that word 'godless'.

strobe

:eek: Someone actually listened to us. Now I'm sacred.




Think the new campaign is much better Michael. Heard you on Phantom the other day as well, I know it was a friendly platform but still, thought you got the message across very well. Fair play.

Stercus Accidit

strobe wrote: »

:eek: Someone actually listened to us. Now I'm sacred.



Think the new campaign is much better Michael. Heard you on Phantom the other day as well, I know it was a friendly platform but still, thought you got the message across very well. Fair play.

Freudian slip or high opinion of yourself? Answer thruthfully now, we may have to consider you infallible.

mikhail

Stercus Accidit wrote: »

Freudian slip or high opinion of yourself? Answer thruthfully now, we may have to consider you infallible.

I hear he posts from a bulletproof web browser.

Dave!

When you gonna start publicizing this, Michael? Any radio appearances already organised?

I'm sure everyone will be interested in listening, so keep us posted

PDN

mikhail wrote: »

I hear he posts from a bulletproof web browser.

Strobe's browser is bulletproof, but highly flammable due to the high concentration of alcohol fumes.

For the lazy among us can someone provide a signature image that is within the boards.ie limits?

Dades

Deleted User wrote: »

For the lazy among us can someone provide a signature image that is within the boards.ie limits?

I did - but only to my one with Carrie and her psycho mom on it.

robindch

Deleted User wrote: »

For the lazy among us can someone provide a signature image that is within the boards.ie limits?

See this post:

http://www.boards.ie/vbulletin/showpost.php?p=70012356&postcount=11

The Mad Hatter

Here's the image from the Australian campaign. Must say I quite like it - it also explains the reason for marking "no religion," though I'm not sure whether or not that would actually win it favour.

Dave!

PZ Myers posted about the Australian campaign
http://scienceblogs.com/pharyngula/2011/01/the_australian_census.php

I know PZ is friendly with Atheist Ireland, so I'm sure Michael will be in touch with him closer to the time. Bit of extra publicity couldn't hurt.

The Mad Hatter

Dave! wrote: »

PZ Myers posted about the Australian campaign
http://scienceblogs.com/pharyngula/2011/01/the_australian_census.php

I know PZ is friendly with Atheist Ireland, so I'm sure Michael will be in touch with him closer to the time. Bit of extra publicity couldn't hurt.

That's certainly not where I found it, nosiree.