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Census Officials Kick Off $250 Million Ad Campaign in Washington

NNPA NEWSWIRE — At a news conference at Arena Stage in Washington, D.C., Census officials revealed that they would have more than 1,000 ads that target a range of demographics in 13 different languages. Those ads are projected to reach 99 percent of U.S. households.

Published

7 years ago

January 18, 2020

Stacy M. Brown

“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,” said Steven Dillingham, director of the Census Bureau. (Photo: iStockphoto / NNPA)

By Stacy M. Brown, NNPA Newswire Senior Correspondent

@StacyBrownMedia

The U.S. Census Bureau unveiled its $500 million “Shape Your Future. Start Here,” 2020 ad campaign on Tuesday, January 14, in Washington, D.C.

Nearly $38 million – or approximately 16 percent – of the paid media budget is earmarked toward African American and black audiences.

The “Shape Your Future. Start Here,” tagline is geared to helping underscore the notion that people can shape their future by responding to the 2020 Census.

At a news conference at Arena Stage in Washington, D.C., Census officials revealed that they would have more than 1,000 ads that target a range of demographics in 13 different languages. Those ads are projected to reach 99 percent of U.S. households.

“The 2020 Census is here and like we say in the ad: ‘Across America, we all count,’” Steven Dillingham, director of the Census Bureau, stated at the news conference.

“The 2020 Census is your census, and its success depends on you. It’s a once-in-a-decade chance to inform how billions of dollars in funding are allocated for critical public services like hospitals and health care clinics, schools and education programs, roads and bridges, and emergency response for the next 10 years,” Dillingham stated.

He continued:

“And we are extremely committed to reaching those people who are historically undercounted.

The communications campaign includes television and radio commercials, digital, social media and print advertising and messaging on billboards and at bus stops.

The Census’ 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.

During the conference, several samples of the video advertisements were previewed.

In one video, children were featured teaching adults how to count their forms. The ad aims to curb the routine undercounting of children.

In another ad that’s specifically geared to African Americans called “The Mural,” Census officials highlight a desire for an accurate count in the black community.

“Taking the 2020 United States Census impacts how funding flows in our communities for many programs and services,” the ad notes. “Because when a community comes together, anything is possible.”

The ads will run on television, radio, the internet, newspapers, magazines, billboards, and various special events.

Bureau officials said there are three main phases of the campaign: Awareness, Motivation, and Reminder. The first began on Tuesday, January 14, the day of the news conference, and will run through March.

The Motivation phase will highlight how easy it is and the benefits of completing the Census, which can be done online, by telephone or through the mail.

During the Reminder phase, officials plan to mount a campaign that points out the urgency to count everyone with as many as 500,000 census takers and other employees swarming the nation seeking to collect data from all residents.

Census officials emphasized the importance of digital for the campaign.

About 29 percent of the paid media portion of the ad budget is allocated toward digital and social media channels; only television, at 39 percent, has a larger allocation. Johnson noted that as many as 65 percent of people are expected to complete the Census online this year.

The 2020 Census is billed as the most extensive collection of statistical information on everyone who lives in the United States and is required by the U.S. Constitution.

Responses to the 2020 Census will shape how more than $675 billion in federal funding is distributed to local communities.

The U.S. Census Bureau’s goal is a complete and accurate count and, utilizing paid media is a critical component of the campaign, officials stated.

In spreading ad dollars, the U.S. Census Bureau has decided against advertising in the Super Bowl this year after previously running ads in 2010 and 2000.

“It isn’t an efficient spend of taxpayers’ dollars,” Alex Hughes, a census program director at VMLY&R, which is handling the campaign, told reporters.

“The work, research and dedication that has gone into this campaign is unmatched to that of any previous censuses,” stated Kendall Johnson, executive director of the communications contract for the 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,” Johnson stated.

Stacy M. Brown

Posts by Stacy M. Brown

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NFL: Week Two Recap | Jalen Hurts did not fold; Caleb Williams exits game with injury

Philadelphia Eagles quarterback Jalen Hurts found Darius Cooper with nine seconds left for the game winning touchdown as his team beat the Tennessee Titans 24-20 in Nashville. Hurts finished the day 26/37 for 264 yards. He threw for two touchdowns and two interceptions. Prior to the final drive, the Eagles ran 25 plays for 45 […]
The post NFL: Week Two Recap | Jalen Hurts did not fold; Caleb Williams exits game with injury appeared first on BlackPressUSA.

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Prior to the final drive, the Eagles ran 25 plays for 45 yards. During the final drive Hurts went 6-8 with 61 passing yards and the touchdown. Titans defensive tackle — and team captain — Jeffery Simmons said this week that the way to defend Jalen Hurts is to make him “play quarterback.”

Hurts said to Simmons after today’s game: “You started that sh**. I had to finish it.”

Running back Saquon Barkley suffered a stinger in the first half but he ultimately finished the game. He had four carries and nine yards and one catch for eleven yards. He will get an MRI for his injury, but admitted to Cameron Wolfe of the NFL Network he was fine.

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“We’ll know tomorrow,” Johnson admitted regarding Williams’ injury. “He’s in good spirits. He’s a team player.”

Williams finished the day with 138 passing yards and one interception.

“I’m actually happy it’s nothing with the knee — that was my first inclination,” Johnson said. “But, a hamstring could be pretty damaging as well. So, we’ll see. We’ll see how bad it is tomorrow and we’ll go from there.”

Bryce Young once again dominated the Falcons

Carolina Panthers quarterback Bryce Young is 5-1 against the Atlanta Falcons and is undefeated at Mercedes-Benz Stadium. Today, Young threw for 287 yards and three touchdowns as he led the Panthers to a 34-3 dismembering of the Atlanta Falcons. Georgia Tech alumnus Darren Waller caught two touchdowns and linebacker Devin Lloyd returned one of his two interceptions for a touchdown.

Cooper Rush started his second straight game for the Falcons and it did not go well. The partisan crowd voiced their displeasure after Rush completed 10/17 passes for 86 yards and two interceptions. Jack Strand entered the game for Rush prompting cheers from the Falcons fans. The rookie threw a pick-six on his first career pass attempt. Strand was the first QB to accomplish that feat since Sam Darnold in 2018 and is the first Falcons player to do that since Brett Favre in 1991. Strand finished the day with 59 passing yards and 16 rushing yards.

According to reports, quarterback Michael Penix, Jr. is expected to make his season debut this Thursday at the Green Bay Packers. His return should help the Falcons. They are the first team since the 2008 Rams to not run any plays in the red zone after the first two games to open a season.

The bright spots for the Falcons today were the Spelman College Jaguarettes performing with the Falcons cheerleaders and Florida A&M’s marching band, The Marching 100, also performed during halftime!

Jayden Daniels gets carted off after apparent arm injury

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Daniels suffered a dislocated elbow to the same arm during week nine of last season against the Washington Commanders, which led to him being shut down for the remainder of the season.

The post NFL: Week Two Recap | Jalen Hurts did not fold; Caleb Williams exits game with injury appeared first on BlackPressUSA.

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“The Color of Our Money Is Green: A Buyer’s Guide to What Cars Actually Cost” — stan.store/RGist
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AutoNetwork helps serious car shoppers inspect any new vehicle online before walking into a dealership. I’m Roosevelt — I’ve been reviewing cars and shaping digital car buying and credit union auto leasing since before YouTube car reviews existed.
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How to use the channel:
Watch the walkaround of the car you’re considering
Visit AutoNetwork.com for the full review
Check CouponsOffersAndDeals.com for current dealer specials
Walk in already knowing what you want — and what it should cost

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Affiliate disclosure: some links earn a small commission at no cost to you and help support the channel. Insta360 is one of those partners.

The post The Complete Negotiation Framework — Every Stage, Every Tactic, Every Win appeared first on BlackPressUSA.

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