top of page
Identifying Niche Audiences for Meaningful Engagement
The 2020 Census was crucial for determining how resources are distributed to communities across the country, particularly for minority groups that are often underrepresented. Our mission was to engage these communities and educate them on the Census' vital role in shaping their futures, driving their participation.
Assignment:
Planning and executing a dynamic media campaign targeting 11 diverse ethnic communities across 3 different states—California, Texas, and Nevada—and addressing communication in 8 different languages.
The primary goal was to encourage these hard-to-reach audiences to complete the Census survey before the deadline through targeted, culturally relevant communication strategies.
Every Voice Counted
We customized our strategies to reflect each group’s cultural behaviors and languages, addressing privacy concerns and emphasizing the importance of their participation for securing federal funding, community resources, and political representation. To empower individuals to take part, we streamlined the Census registration process with clear and accessible information.
Add paragraph text. Click “Edit Text” to update the font, size and more. To change and reuse text themes, go to Site Styles.
Using a multi-channel approach, we leveraged paid social media, messenger platforms, display ads, and video ads to deliver culturally relevant content that incorporated music, language, and popular search keywords. This alignment with their online behaviors not only increased accessibility but also significantly boosted engagement.
bottom of page