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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.

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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.

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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.

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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.

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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.

 

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