Client: US Census
Language: Chinese, Korean, Vietnamese, Tagalog, Japanese, Hindi, English and more
Region: National
Media: TVC, OOH, Print, Digital Banners, Online Video, Radio
Role: Art Direction; Concept Development
Asian Americans had the lowest level of awareness and knowledge about what the Census is and why it’s important to participate – the 2020 Census campaign presented the decennial opportunity to count everyone once only once, and in the right place.
With mission to get a full and complete Asian American count, we delivered on the largest and most comprehensive Asian American communications and advertising campaign in history. We developed and produced creative in 18 languages, Bengali, Chinese, English, Gujarati, Hindi, Hmong, Indonesian, Japanese, Khmer, Korean, Lao, Nepali, Punjabi, Tagalog, Thai, Urdu, and Vietnamese; with 33 unique creative ideas, 2,300 mechanicals; engaged in media planning/buying and PR across 30+ markets, with $30MM paid media budget with over 600+ Asian media outlets across TV, radio, print, OOH, digital, and social.
We also established strategic partnerships with 127 community organizations, leaders, stakeholders and people of influence to optimize our campaign, holistically. 46 events reaching 250,000 attendees, 10 in-person and shifted to 36 virtual events during COVID. 260+ stories pitched; 24 press briefings; 1000+ stories/segments; 139 reporters engaged. We made relevant and engaging stories to educate and motivate our audiences.
Below is a few TV spot samples
Result?
1,017,267,721 digital’s; 373,106,307 prints’; 217,014,071 radio’s; 271,080, 257 TV’s; 64,097,223 OOH’s; 168,260,285 Events’; A total of 2,110,825,863 impressions
67% national self-response rate. Exceeding the goal by more than 8MM+ American households that self-responded.
More specifically, for Asian audiences, we had the highest rate of self-response across all audiences. Exceeded 2010 Asian American response by 8 percentage points, achieving 99.98% total participation across all audiences.
More importantly, the U.S. Census Bureau released redistricting data in August 2021, which indicated that at 35.5%, Asians are the fastest-growing racial group in the U.S. The demonstration was made possible with the participation of everyone involved with this campaign for an accurate count of the Asian American population.
We also won 3AF Creative Campaign of the Year category 2021, the Gold award.
