Census 2000 was conducted as of April 1, 2000. The U.S. Census Bureau used two questionnaires - a 7-question "short form" sent to the majority of households and a 52-question long form sent to a sample of approximately 17 percent of households.
To counter a decline in the questionnaire mail back rate, Census 2000 incorporated an aggressive paid advertising campaign, awarding a $167 million contract to the Young and Rubicam Company for national and local print, television, and public advertising campaign. The campaign consisted of more than 250 television, print, radio, outdoor, and other advertisements in 17 languages. By the end of the campaign, the census message - "This is your future. Don't leave it blank." - had been seen or heard an average of 50 times per person and had reached 99 percent of the U.S. population. This campaign (in conjunction with the nonresponse follow-up program), brought the mail response rate up to about 67 percent.
On December 28, 2000, the Census Bureau director announced the first results from Census 2000, showing the resident population of the United States on April 1, 2000, was 281,421,906, an increase of 13.2 percent over the 248,709,873 persons counted during the 1990 census.