City of Houston and Harris County: Yes! To Census 2020

The City of Houston and Harris County launched a campaign in the US to deliver a tailored and customised positive affirmation to participate in the US 2020 Census.

Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact.

Harris County and the City of Houston were predicted to have a significant undercount in the 2020 Census due to large "hard to count" (HTC) populations (primarily multicultural segments who are afraid to respond to the Census). This made Harris County highly vulnerable losing billions of dollars in annual federal funding.

Our research focused on talking to HTCs in their community and in-language. We discovered that for HTC populations, who delivers the message is just as important as what message is delivered. This insight led to "Yes!...

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Insights Team
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