AGENCY: VMLY&R
Situation: The 2020 Census will inform how $675B in public funding will be allocated over the next 10 years, but awareness of the Census and government trust amongst the general public is low.
Goal: Motivate all people living in the United States to self-respond to the 2020 Census.
PLATFORM: Shape Your Future. Start Here.
Observation: People from all backgrounds and belief systems can agree that when their community is thriving, it means a better way of life for themselves and their loved ones. Universally (within the US), schools, hospitals and clinics, fire departments, road maintenance and business development were viewed as key facets that ensure community wellness.
Result:
The integrated-360 campaign effort is an unprecedented $500M media buy compromised of about 1,000 pieces of work in 13 languages and is expected to reach 99% of all US households.
Work stresses the importance of inclusivity and being counted—especially during a divisive social climate.
PSAs were designed to edu-tain people living in the United States about what the 2020 Census is, why it matters to them and how to participate.
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