2020 Census: Shape your future. Start Here.

US 2020 Census launched a campaign in the US to motivate people to self-respond to the 2020 Census, encourage online self-response for data quality and operational cost-savings and keep awareness high to encourage cooperation with door-to-door census takers to count non-responders.

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

Every decade, the Constitution mandates we count everyone to allocate seats in the House of Representatives and inform trillions of dollars of government funding. 2020 brought massive challenges: historic levels of government distrust, social unrest, fears of a citizenship question identifying undocumented immigrants, weather disasters and, of course, the coronavirus pandemic.

Leveraging national surveys, focus groups in 30+ states, and countless community interviews, we built predictive models of self-response, and a segmentation of the entire country, mapped to neighborhoods. To guarantee the right message reached people, we...

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