Boost participation in an online census for the Ministry of Agriculture

The challenge

Encourage farmers to respond to the online survey of the General Agricultural Census. The client wanted to highlight the official and mandatory nature of participating to the census.

Our response

Using behavioral science principles, BVA optimized several touchpoints, including an invitation letter, in order to make the invitation to the survey more engaging and convincing. The micro-optimizations include :

  • ensuring the saliency of key information

  • highlighting the benefits of answering online

  • leveraging social norms 

  • making the messenger salient (the Ministry of Agriculture and Food)

  • addressing each participant thorugh a personalized message

  • breaking down participation into simple steps, and making them clearly visible.

The results

An average response rate of 71% ​was achieved, compared to the initial estimate of 31% by the Ministry.

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