Dec. 9, 2019 — The U.S. Census Bureau is conducting a comprehensive integrated communications campaign to maximize self-response and encourage participation in the 2020 Census, which will shape how federal funding is distributed throughout the United States. One cornerstone of the operation is a paid advertising campaign customized to reach a wide range of audiences.
Led by VMLY&R (formerly Y&R) and a team of partner agencies, the 2020 Census advertising campaign has been informed by extensive research and rigorously tested with multiple audiences. In January 2020, paid advertising will begin running across multiple platforms including print and digital outlets, television and radio, billboards, and at transit stations, grocery stores and movie theaters throughout the United States and Puerto Rico, reaching 99% of all households in communities across the nation, particularly in multicultural and hard-to-count populations.
The U.S. Constitution mandates that a census of the population be conducted once every 10 years for the purpose of reapportioning seats in the U.S. House of Representatives. Census data is also used to determine how more than $675 billion in federal funds are distributed back to states and local communities every year for services and infrastructure, including health care, jobs, schools, roads and businesses.
More information on the Census Bureau’s paid media campaign as led by VMLY&R is detailed here <https://www.vmlyr.com/news/vmlyr-announces-selected-media-outlets-2020-census-paid-media-campaign>.