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The United States 2010 Census
Mobilizing An Entire Nation

RAN IN: United States

CLIENT
United States Census Bureau

Steve Jost, Associate Director for Communications
Kendall Johnson, COTR/Branch Chief
Tasha Boone, Assistant Division Chief

AGENCY
Draftfcb *Lead Agency

Jeff Tarakajian, EVP, Client Services
Wendy Glass, SVP, Group Management Director
Gary Resch, EVP, Group Creative Director
Rich Gagnon, EVP, Chief Media Officer
Vita Harris, EVP, Chief Strategy Officer
Tim Queenan, SVP, Executive Director, Digital Business Strategy
Joe Panzarella, SVP, Associate Director, Database Services


SUMMARY

The Census only happens once a decade. This massive undertaking determines the composition of people in the U.S. and the funding of important programs. Due to a range of demographic, political and social changes, survey participation would be a challenge. How do we convince EVERYONE to mail back their Census? By convincing people that the power of the Census is in their hands. Our message literally reached 100% of the population, achieving a 74% mail return and giving back $1.9 BILLION to the Government.

CASE STUDY

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CASE VIDEO


Hero Medium: TV

Medium Featured On Video: TV, Interactive, Print, OOH, PR, Events, Consumer Involvement, Sponsorship

Audience: Connect with a new audience,Launch or relaunch a brand/product,Build or change corporate image,Speak to men,Speak to women,Speak to brand influencers, Speak to a specific cultural or ethnic group, Speak to boomers,Speak to children, Speak to Teens , Speak to Young Men,Speak to Young Women, Speak to Families,Speak to Mothers,Speak to Fathers

Type: Business to Consumer

Classification: Local,Regional,National,Non-English

Language: English