Census Bureau Will Spend $500 Million on Outreach
The U.S. Census Bureau today (Tuesday, Jan. 14, 2020) shared highlights of a $500 million public education and outreach campaign featuring more than 1,000 ads designed to reach 99% of all U.S. households and communicate the importance of responding to the 2020 Census — including here in Kane County.
The Census Bureau conducted extensive research to create the “Shape your Future. Start here.” campaign to show that responding to the census is easy, safe and important.
“The 2020 Census is your census, and its success depends on you,” Census Bureau Director Steven Dillingham said. “Through advertising, public events, partnerships and digital and traditional media, we are embarking on a nationwide effort to let everyone in the country know about the upcoming 2020 Census and encourage them to respond online, by phone or by mail.”
At a news conference in Washington, D.C., Census Bureau officials provided an overview of the communications effort and previewed ads that are part of the paid media campaign.
Ads reaching multicultural and historically undercounted audiences began airing today while ads for general audiences will begin running in mid-February. Beginning in mid-March, households can respond to the census online, by phone or by mail.
The communications campaign includes television and radio commercials, digital, social media and print advertising and messaging on billboards and at bus stops.
The massive public education effort encourages participation among multicultural and hard-to-count populations with ads in English and 12 other languages: Arabic, Chinese, French, Haitian Creole, Japanese, Korean, Polish, Portuguese, Russian, Spanish, Tagalog and Vietnamese.
The Census Bureau and VMLY&R (Team Y&R) — the advertising and communications team of 13 agencies that has expertise with multicultural and historically undercounted groups — tested the ads in multiple languages and in diverse focus groups across the country.
Team Y&R includes PSB, Wavemaker, Carol H. Williams Advertising, Culture ONE World, G+G Advertising, The Kalaimoku Group, TDW+Co., VMLY&R Puerto Rico, Wavemaker Puerto Rico, Reingold, BCW (Burson Cohn & Wolfe), DCG, and Guidehouse.
Examples of 2020 Census advertising can be seen at this link.
“The work, research and dedication that has gone into this campaign is unmatched to that of any previous censuses,” said Kendall Johnson, executive director of the communications contract, U.S. Census Bureau. “Our outreach is multifaceted with a heavy focus on increasing response among groups that are historically undercounted. And it’s based on the most extensive research ever conducted to understand both what motivates people to respond to the census and what prevents them from responding.”
For information about job opportunities, visit 2020Census.gov/jobs.
For more information, visit the Census Bureau website.
Click this link for the Kane County Connects Census page.
Want to become active in the 2020 Census for Kane County? Contact Kane County Complete Count Commission Chair Mo Iqbal at at 630-444-1219 or email at:miqbal@kanecoboard.org.
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