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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.

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“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:

“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.

“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.

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Smooth Ride! Car Suspension & Comfort Tested #shorts

Smooth suspension meets surprisingly spacious legroom. Experience true comfort on any road!

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Car suspension test demonstrating a smooth ride, comfort features, and handling on various terrains.

Experience the difference smooth suspension makes on rough streets. Check out the surprisingly good second-row legroom – test it yourself for true comfort.

🔗 Watch the full video: https://youtu.be/l9Z571za5Gc

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61 years since Selma, Houston leaders say the bridge remains to be crossed

61 years after Selma, Houston leaders say the fight for equality continues. The issues that sparked the marches still impact Black Americans today.

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Houston leaders discuss the ongoing struggle for civil rights 61 years after Selma, emphasizing the need for continued action.

It has been 61 years since the Selma marches. But political leaders in Houston say that the issues protesters were marching for still plague the lives of Black Americans.

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Here is what you need to know about finding unique white elephant gift ideas that everyone wants to steal

The best white elephant gift ideas are funny enough to get a reaction but useful enough that people actually want to steal them. Look for gifts with a surprise factor, broad appeal, an inside joke, and just enough personality to spark some friendly competition. The wrapping paper comes off, the room goes quiet for half […]

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The best white elephant gift ideas are funny enough to get a reaction but useful enough that people actually want to steal them. Look for gifts with a surprise factor, broad appeal, an inside joke, and just enough personality to spark some friendly competition.

The wrapping paper comes off, the room goes quiet for half a second, and suddenly everyone wants the same gift. That is the sweet spot. A great white elephant pick should make people laugh, lean in, and start plotting their next steal before the turn is even over.

Should a White Elephant Gift Be Funny or Useful?

A white elephant gift can be funny or useful, but the strongest choices usually give people a reason to laugh and a reason to keep the item. A practical gift with an odd design, unexpected feature, or playful theme can get a reaction without becoming something the recipient immediately wants to give away.

The right balance depends on the group. Close friends and family members may enjoy a ridiculous gag gift because they already understand one another’s sense of humor.

A workplace exchange, neighborhood party, or mixed-age gathering usually calls for something with broader appeal. In those settings, humor works better when it is built into an item people could still use afterward.

It also helps to think about how quickly the gift will make sense once it is opened. A strangely shaped kitchen tool, oversized mug, quirky desk accessory, or unexpectedly fancy everyday item can create an immediate reaction. Guests understand the joke right away, while the item still has enough practical value to attract a steal.

Pure gag gifts can be harder to pull off. Something that exists only for the punchline may get a big laugh during the reveal and then sit untouched for the rest of the game. If the goal is to bring one of the gifts everyone keeps fighting over, usefulness gives the joke staying power.

Memorable Present Ideas: Creating Inside Joke Gifts

Inside joke gifts can make a white elephant exchange feel much more personal, especially when most of the group shares the same stories. The trick is choosing a reference that people will recognize quickly instead of building the entire joke around something only two guests understand.

You can turn a memorable vacation mishap, office catchphrase, family story, or long-running group joke into the theme of the gift. A personalized comic book can work especially well when it turns familiar people or a ridiculous shared moment into part of the story. 

Think carefully about who the joke involves before ordering anything permanent. The gift should make the person feel included in the fun, not singled out for the wrong reason.

Can You Bring Something You Already Own?

Holiday gift exchanges can be a good place to re-gift something you never used, especially if it is unopened and clean.

The following can all work if they still look presentable:

  • A duplicate kitchen gadget
  • An untouched game
  • A decorative item
  • A sealed gift set 
  • An unopened candle
  • A new travel accessory

The goal is to give the item a second chance, not use the exchange as an excuse to clear out damaged or unwanted clutter.

Take a close look at the packaging before wrapping it. Faded boxes, missing pieces, visible wear, or anything that looks obviously used can make the gift feel careless. 

Wrapping Budget-Friendly Gifts

Wrapping can make gifts more entertaining before anyone even knows what’s inside.

Misdirection works especially well for fun party games. Put a small gift inside a much larger box. Use packaging from an unrelated household item.

Add harmless weight so guests cannot guess what they are holding. The reveal becomes part of the joke without changing the gift itself.

You can also lean into the theme of the exchange. Bright paper, oversized bows, reusable bags, or deliberately over-the-top wrapping can make an ordinary item feel more memorable. If the gift itself is already funny, simple wrapping may work better so the surprise stays hidden until the last second.

Frequently Asked Questions

Is Picking Last an Advantage in White Elephant?

Picking last can be an advantage because you get to see almost every gift before making your move. Instead of choosing blindly from the remaining wrapped presents, you can steal something that has already caught your attention if the rules still allow it.

That advantage depends on the house rules. Some games limit how many times a gift can be stolen.

Others lock an item once it reaches a certain number of steals. If the most popular gifts are already unavailable, the final player may have fewer strong options than expected.

The first player can also get another turn at the end in some versions of the game. That rule can balance things out, since the person who started with the least information may get one final chance to steal.

How Do You Plan White Elephant for a Large Group?

For a large white elephant exchange, set a firm spending limit and establish the stealing rules in advance.

Create a clear turn order before the game begins. Drawing numbers as guests arrive can save time once everyone is ready to start.

Keep the number of steals per gift limited so the game does not drag on. It also helps to have one person track which creative holiday presents have been stolen and when they are locked, especially if dozens of people are participating.

Can You Play White Elephant Virtually?

A virtual white elephant exchange can work over a video call, with one person keeping track of the turn order and each steal. Guests can either mail physical gifts ahead of time or use digital gifts that can be delivered once the game ends.

Set the spending limit and stealing rules before everyone joins. It also helps to decide how gifts will be revealed and who is responsible for sending each one afterward so the exchange does not become confusing.

Choose a Perfect White Elephant Gift in a Snap

Look for a white elephant gift that fits some of these criteria, and everyone will be trying to grab it at your next celebration.

Do you need more gift-giving tips and tricks? Make sure you read some of our other posts.

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