Engaging the public on data: stakeholder communications toolkit

Communication resources to help increase the public’s understanding of how data and statistics are used to benefit local communities.

In this section

  1. Introduction to engaging the public on data
  2. Why it is important to engage the public on data
  3. How we can work together to engage the public on data
  4. Videos showing young people’s attitude to data sharing
  5. Educational videos to help explain data and statistics
  6. Case studies that bring data and statistics to life
  7. Educational resources for those in further education aged 16 and over
  8. Educational webinar series: Bringing data to life
  9. Engage with the Office for National Statistics

1. Introduction to engaging the public on data

At the Office for National Statistics (ONS), we produce statistics to help people and organisations make better, informed decisions. To keep up with society's changing needs, and produce timely statistics that you can count on, we are exploring new and innovative ways to collect and process data. This includes using administrative data, which organisations collect for operational purposes.

However, we know from engaging the public on data that people's attitudes towards the use of personal information are complex.

Through our research we found that:

  • while people understand providing data is an "unavoidable aspect of modern life", there is low awareness about who collects data and who it is shared with
  • how confident people feel in the organisation's ability to keep their data secure and anonymous impacts their willingness to give their data
  • attitudes to sharing data depended on the type of data organisations collect, what the organisation will use the data for and who else will have access to the data 
  • the reputation of the organisation requesting the data and how they will be using it significantly affect people's willingness to share data
  • the information people share and how it will be used significantly affect their willingness to share data

Through a specific programme of communications activity, we want to address people’s concerns about data sharing and build trust in how we use their personal information to produce statistics.

We need your help to reach new audiences and generate conversations about data sharing and the impact that statistics can have.

This toolkit includes materials that you can share on your own communication channels. They have been designed to increase public understanding and trust in how data are used to create statistics. Statistics that organisations like yours can rely on.

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2. Why it is important to engage the public on data

Having access to reliable, up-to-date statistics is important for everyone.

However, our research shows that it is more important than ever for people to be reassured that the use of data is:

  • trustworthy

  • open and honest

  • ethical

  • subject to independent scrutiny

We want the public to be confident that their personal data are safe, secure, and only ever used to create official statistics.

Our statistics help to inform policy, the provision of new services, and the allocation of public funding in local and national governments. Charities and community groups use them to help target their support and build a case for the funding they need. And the public use them to compare rent prices or measure their personal inflation rate.

We know from our research that seeing examples of the impact that statistics can have helps people be more accepting of their data being used. We encourage you to share your own examples of how your organisation has used statistics to make important decisions that benefit society. This toolkit explains how you can engage with us on social media.

With your support, we want to build trust in the ways we collect and analyse data. We want people to understand the impact that statistics can have, so they continue to take part in our surveys when invited. This will allow us to continue to publish official statistics that everyone can rely on.

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3. How we can work together to engage the public on data

We have created a range of communications products that you can share with your audiences, including video content, education resources and webinars.

The aim of these resources is to improve people's understanding of data and the impact statistics can have in helping organisations make better informed decisions.

By sharing these resources, you will help to:

  • break down complicated topics, such as data and statistics, into bitesize, easy-to-understand concepts

  • highlight the benefits that data sharing can have on society

  • encourage debate, so we can continue to monitor public opinions on data sharing

  • provide assurance around how organisations use personal information

You can share the resources in this toolkit with your own public audiences in email newsletters, on your website, and in presentations.

You can also share them on your social media channels, highlighting how your organisation uses statistics to make better informed decisions for the public good.

You can engage with us on social media using our hashtag, #StatisticsForThePublicGood. You can find us on:

With each asset, we have included some suggested social media copy that you can adapt and use.

We will update this page as and when more content is developed, so come back to check for additional materials and resources.

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4. Videos showing young people’s attitude to data sharing

By understanding the public's views on data sharing, we can address their concerns and make sure they feel confident about how we collect and process their data.

In March 2023, we invited a group of 18- to 24-year-olds to a lively discussion on data sharing. It was a great opportunity to understand their views on data and you can watch and share our full Data Debate video [opens YouTube video player].

You can also share these shorter videos across your own channels and start a discussion about data sharing with your own audiences:

Example social post

We use @ONS statistics to help us [example of a service you offer that is informed by statistics]. @ONS spoke to a group of young people about how they feel about data sharing to create #StatisticsForThePublicGood. Watch the video and let us know your thoughts.

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5. Educational videos to help explain data and statistics

Information about data and statistics is sometimes complex. At the Office for National Statistics (ONS), we have produced a series of videos that aim to educate the public on topics relating to data and statistics. We answer some of the questions your audiences may have in our short, easy-to-understand video series. 

Example social post

We used statistics from @ONS to help us [example of how your organisation uses statistics to make decisions that benefit your audience]. Here, Cerys from the ONS explains the data they use, where they get them and how they're used to create #StatisticsForThePublicGood.

Example social post

We used statistics from @ONS to help us [example of how your organisation uses statistics to make decisions that benefit your audience]. Cerys from the ONS explains why statistics are so important to organisations like ours #StatisticsForThePublicGood.

Example social post

We used statistics from @ONS to help us [example of how your organisation uses statistics to make decisions that benefit your audience]. Lewis from the ONS explains how they de-identify data and why it's so important #StatisticsForThePublicGood

Example social post

We used statistics from @ONS to help us [example of how your organisation uses statistics to make decisions that benefit your audience]. Shamela, Ed and Reeva from the ONS explain the different kinds of data they use to produce #StatisticsForThePublicGood.

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6. Case studies that bring data and statistics to life

We have some great case studies to share with your audiences about the benefits that data and statistics can have on society.  

We would also love you to share and tag us in your own examples of how you use data and statistics to benefit your own audiences. Remember to use our hashtag, #StatisticsForThePublicGood. 

If you are interested in featuring as a case study on our website, please email us at campaigns@ons.gov.uk.

Example social post

We use statistics from @ONS to help us [example of how your organisation uses statistics to make decisions that benefit your audience]. Read more examples of how other organisations use #StatisticsForThePublicGood.

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7. Educational resources for those in further education aged 16 and over

"Navigating numbers: how data are used to create statistics" is an education programme for students aged 16 and over.  

We have created five lesson plans with the support of the Association of Colleges (AoC). Each lesson plan aligns with the curriculum and can be used in subjects such as maths, business, geography and sociology.

Topics include:

  • business, industry and trade

  • inflation

  • GDP

  • health and well-being

  • the gender pay gap

The lesson plans will help students understand how and why we use the public's data to produce statistics. 

Example social post

The Office for National Statistics is getting students into data with their “Navigating Numbers” programme for over-16s. Through subjects like maths, geography and sociology, students can learn about how @ONS uses data to produce statistics. Download the resources:

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8. Educational webinar series: Bringing data to life

We have created a monthly webinar series, "Bringing data to life", for organisations, charities, businesses and interested members of the public. The webinars give people a better understanding of statistical topics that may be considered complicated and enable us to support the better use of data to help everyone make the most of our statistics.

You can join and invite others to join the event live by signing up on Eventbrite. The webinars will also be recorded and listed on Youtube for you to watch after the event. More information to follow. Topics have been chosen based on stakeholder feedback, but we welcome your suggestions for future webinars.

Example social post

We use statistics from @ONS to help us [example of how you use statistics to make decisions that benefit your audience]. ‘Bringing data to life’ is a new webinar series that can help you gain a better understanding of statistical topics that may be considered complicated. Sign up to the latest ONS webinars or watch the collection "Bringing data to life" to understand how you can use #StatisticsForThePublicGood.

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9. Engage with the Office for National Statistics

We would love to hear examples of how your organisation uses statistics to make informed decisions that benefit society.

Share your stories on social media using the hashtag #StatisticsForThePublicGood and remember to tag us too. You can find us on:

Get in touch

If you would like to feature as a case study on our website, please email us at campaigns@ons.gov.uk.

If you would like to give us feedback, discuss how you can make better use of our statistics, or suggest topics for future webinars, please email us at engagement.hub@ons.gov.uk.

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