The U.S. Census Bureau unveiled what it said was an unprecedented $500 million public education and outreach campaign featuring more than 1,000 advertisements.
The 2020 Census Integrated Communications Campaign (ICC) launched the campaign at Arena Stage in Washington, D.C., when members of Congress, federal agency leaders, Census Bureau partners, and the media get a preview of the messaging and strategies that support the ICC platform: “Shape Your Future. START HERE.”
Census Bureau Director Steven Dillingham said, “It’s a once-in-a-decade chance to inform how billions of dollars in funding are allocated for critical public services like hospitals and healthcare clinics, schools and education programs, roads and bridges, and emergency response for the next 10 years.”
Dillingham added that “through advertising, public events, partnerships, and digital and traditional media, we are embarking on a nationwide effort to let everyone in the country know about the upcoming 2020 Census and encourage them to respond online, by phone or by mail.”
Team Y&R, an integrated advertising and communications agency group led by VMLY&R, was awarded the contract to support 2020 Census communications efforts across all media channels and through 2020 Census partnerships and programs.
In addition to some of the country’s leading advertising and communications agencies, Team Y&R includes six firms focused on multicultural audiences, stated the Census Bureau.