Michigan Nonprofit Association
Statewide 2020 Census Campaign
Sometimes we might just want to blend in and not be noticed, but standing out and getting counted can really count.
Over the years, the U.S. Census has missed counting disproportionate numbers of ethnic/minority groups, immigrants, children, and those living in poverty or experiencing homelessness – the historically undercounted populations – and that has led to inequality in government funding. We needed to encourage trust and interest in the 2020 Census to historically undercounted populations in order for relevant funding to be secured.
The mission was to help people understand the purpose, content, and process of the census – but only via clear and concrete messaging delivered by trusted messengers – the nonprofits. CRIMSON advocated for these nonprofits and employed a fully integrated, hyper-targeted statewide communications campaign that included 23 distinct and different media; two microsites; media relations outreach; and a series of blogs.
CRIMSON transformed an audience weighed down in misinformation, government distrust, and fear to take positive action and fill out the census. Michigan was the first in the nation to reach its 2010 census self-response rate goal, increasing it to 71%, placing them eighth in the nation overall (up from 17th in the nation in 2010). In the end, 99.9% of all Michigan households were counted.
The fully integrated State-wide Advertising, Public Relations and Community Relations campaign earned the PRSA Award of Excellence (Silver Anvil finalist), IABC Gold Quill, and a Communicator Award.