2020 Census Campaign - Shape Your Future. Start Here
Agency: Carol H Williams Advertising
Team: Carol H Williams, Carol Hood, Jose Rennard, Broc Anthony
Articles:
2020 Census Advertising Campaign Expands to Reach All Audiences
U.S Census Bureau Unveils 2020 Census Ads
Ads to Reach Audiences in 45 Languages Throughout the Country
Skills Demonstrated
- Creative Strategy
- Brand Integration
- Community Impact
- Digital Platform
- Social Content
Agency: Carol H Williams Advertising
Team: Carol H Williams, Carol Hood, Jose Rennard, Broc Anthony
Articles:
2020 Census Advertising Campaign Expands to Reach All Audiences
U.S Census Bureau Unveils 2020 Census Ads
Ads to Reach Audiences in 45 Languages Throughout the Country
Skills Demonstrated
- Creative Strategy
- Brand Integration
- Community Impact
- Digital Platform
- Social Content
OVERVIEW
The 2020 Census aimed to count every person in the U.S., but reaching historically undercounted communities was a major challenge. Many groups, including Black/African American populations, faced barriers such as mistrust, lack of awareness, and misinformation.
The 2020 Census aimed to count every person in the U.S., but reaching historically undercounted communities was a major challenge. Many groups, including Black/African American populations, faced barriers such as mistrust, lack of awareness, and misinformation.
Working with Carol H. Williams Advertising, I contributed to the national campaign by creating print, social media, and web assets. Our goal was to educate, motivate, and remind people about the importance of the census and how their participation impacts funding for schools, healthcare, and other vital services.
Impact & Results
The 2020 Census campaign broke new ground by leveraging extensive research and creative expertise to maximize outreach. The campaign’s innovative strategies achieved:
- Increased self-response rates, improving the accuracy of census statistics.
- Higher engagement within historically undercounted populations, ensuring fair representation and funding for critical public services such as healthcare, education, and infrastructure.
- A lasting legacy of inclusivity and community-focused messaging.
- Increased self-response rates, improving the accuracy of census statistics.
- Higher engagement within historically undercounted populations, ensuring fair representation and funding for critical public services such as healthcare, education, and infrastructure.
- A lasting legacy of inclusivity and community-focused messaging.
Through my work on this campaign, I gained invaluable experience in crafting cohesive, impactful messaging across diverse media channels. The opportunity to collaborate on a project with such a significant national impact remains a cornerstone of my creative career.
Awareness/Education Phase (Jan. 14 – March 12)
Developed educational assets across social, web, and print to build immediate awareness about the importance of the census, highlighting that it was easy, safe, and critical to shaping the next decade of federal resource allocation.
Motivation/Participation Phase (March 13 – May 20)
Created motivational content designed to inspire households to respond to the census online, by phone, or by mail. This phase emphasized inclusivity, with messaging tailored for historically undercounted communities and multicultural audiences in 13 languages.
Reminder/Nonresponse Follow-Up Phase (May 13 – June 28)
Designed targeted reminders across multiple platforms to reinforce the importance of census participation. These materials supported census takers during their door-to-door follow-ups in underserved areas.
