ACCURATE & COMPLETE COUNT by DraftFCB New York for Us Census Bureau

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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market United States
Agency DraftFCB New York
Released January 2010

Credits & Description

Category: Best Research
Product/Service: US 2010 CENSUS
Date of First Appearance: Jan 4 2010 12:00AM
Entrant Company: DRAFTFCB, New York, USA
Entry URL:
Senior Vice President/Director Account Planning: Darlene Billia (Draftfcb)
Research Manager: Chasson Gracie (Draftfcb)
Chief Strategy Officer: Vita Harris (Draftfcb)
Senior Vice PresidentAssociate Director: Tanya White (Draftfcb)
Media placement: Insulated Trusted Voices Radio DJ Campaign - Example Radio: KVEG 97.5 - 1 March 2010
Media placement: Insulated In-Language Print Campaign - Example Newspaper: La Gaceta - 21 January 2010
Media placement: Unacquainted Road Tour Campaign - Example One National Vehicle And 12 Regional Vehicles - 4 January 2010
Media placement: Cynical Fifth Online Banner Campaign - Example Online Weekly Standard - 19 March 2010
Media placement: Cynical Fifth NASCAR Affinity Voices Campaign - Example TV FOX - 15 March 2010
Media placement: Census In Schools PR Campaign - Example Schools Across The U.S. - 4 January 2010

Results and Effectiveness
The 2010 Census campaign has already exceeded its goals: • Universal awareness of the 2010 Census has been achieved, eliminating the Unacquainted mindset. • Engagement with the census has increased by 107% since the start of the campaign. • 'Definitely will participate in the census' has reached an impressive high of 89% despite controversy and high-profile influencers discouraging participation in the census. • And the 2010 Census participation rate is currently at 72%, exceeding the 2010 projected goal and the 2000 rate, even achieving a higher participation rate than the historic 2008 US presidential election of 63%.

Creative Execution
We dubbed our three at-risk mindsets Insulated, Unacquainted and Cynical Fifth. INSULATED: INDIFFERENT toward the census. Generally familiar; may have previously participated. Haven’t seen or understood the impact of the census in the past. Needed convincing they will benefit. Trusted voices of local leaders and relevant publications are examples used to deliver compelling benefits and consequences. UNACQUAINTED: PERIPHERAL to the census. Often linguistically or culturally isolated. Unaware of the census and how to participate. Required in-language education and assistance through efforts like the 13-fleet Census Road Tour designed to travel into communities, providing a highly personal, informative experience. CYNICAL FIFTH: RESISTANT to the census. Suspicious about the amount and type of information required. Rather than take a defensive stand, efforts such as an online banner campaign focused on the patriotic and historical nature of the census and TV PSAs featuring affinity voices were employed to strike an emotional chord.

Insights, Strategy & the Idea
Our mission was to generate mass participation in the census, mobilising every US household, representing over 300 million residents, to mail back the form within a 5-week window. As the leading source of data, the Census Bureau knew 'who' to reach and 'where' they lived. As the agency, we had to determine 'what' to say and 'how' best to reach them. Challenged with the daunting task of uncovering the attitudes of an entire nation toward the census to deliver effective messaging with a tailored media strategy, we interviewed 4,063 residents, reaching deep into the population to ensure inclusion of the linguistically, culturally, economically and geographically hard-to-count. The survey included 30 different question areas to understand motivators and barriers. We discovered five distinct mindsets, three of which were less inclined to participate. These three mindsets, critical to an accurate and complete census, required special messaging and tactics beyond traditional mass media.