Have you received the United States Census 2010 in the mail? Better yet, have you filled it out and turned it in? Chances are you answered yes to both those questions. I hadn’t really been familiar about the process and results of the censuses in the past, until this year. Who could miss those commercials on TV. The clever slogan “We can’t move forward, until you mail it back.” This is due to the Census 2010 communications campaign. On the census.gov website, it mentions this specific plan and reasoning behind spreading the word about the census. Like me, you might not have known that the census results help decide how to disperse approximately $400 bil in funds to communities around the nation.
“In order to inform everyone about the 2010 Census and its importance, the U.S. Census Bureau has developed an integrated communications campaign (ICC) that includes paid media, earned media, national partnerships and Census in Schools programs and online interaction. The three goals of the ICC are:
- Increasing mail response
- Improving accuracy and reducing the differential undercount
- Improving cooperation with enumerators
Our prime contractor, DraftFCB and their partner agencies have developed a Paid Media Plan, described in this document, to spread the 2010 Census message as broadly as possible, especially during the mail-out/mail-back phase next March and April. The Plan also incorporates the work of eight partner media agencies, will encompass multiple languages and reach into every market across the U.S. and Puerto Rico.” (census.gov)
This plan has incorporated both tv, radio, outdoo/transit, and print media to target all people. They are following the steps of raising awareness/educating people, then motivating participation and finally support for census workers and completion of the census survey by as many individuals as possible.
We will have to wait until the end of the census surveying to see the real results, but so far it is clear that the government took on a strong pr/communications plan to get the most results possible.