All Work

Census 2020

  • Foundation
  • Campaign
  • government

A Rapidly Deployed Creative Campaign That Increased Census Self-Responses

In July 2020, the city of Tucson had a 59% Census self-response rate below the national average of 62%. In Central and South Tucson (with majority hispanic households), the self-response rate was below 41% constituting a crisis of underrepresentation.


The City of Tucson approached BRINK to conceive and launch a creative campaign in just 3 weeks, in both English and Spanish, to increase the Census self-response rate of Tucsonans before the deadline hit.

video 2

After some rapid research, we uncovered that our audience understands that the Census is a civic duty but do not see the value in taking the time, or potential risk, by participating. It was a classic case of needing to answer “what’s in it for me?”

The message we could lead with: $30,000 of funding for schools, roads, and more over 10 years is at stake when you are counted. This sparked a simple and powerful big idea: CLAIM WHAT’S YOURS.

video 4

We produced and deployed a $200k media campaign across multiple touchpoints including TV, radio, digital display and social media, working with key partners to help adapt it for spanish-language audiences.

Ad 0
Ad 1
Ad 2
Ad 3
Ad 4

After 6 weeks in the market, the self-response increased by 12%, helping propel Tucson above the Arizona average. For a city the size of Tucson that’s 27,250 new respondents, constituting up to $817M in additional funding for the Tucson community. Now that, folks, is ROI.


More Work

Vantage West Credit Union

City of Tucson

Montgomery Parks

Families USA

Omidyar group

Holland Tourism


UN Foundation

Hotel Congress

Think we might be what you’re looking for?

Reach Out

Let’s see if we are the right fit.