The 2010 Census Rapid Response program was conducted by the Communications Directorate throughout the 2010 Census paid advertising campaign that was officially launched on January 17, 2010 and continued through June 15, 2010. The Rapid Response program was an integral part of the success of the 2010 Census Integrated Communication Program, and worked proactively with the media and through public relations to respond to stories and events as they developed.

Issues that came up during the advertising campaign included:

• Reactions to counting same sex couples,
• Census Bureau’s partnership with the Association of Community Organizations for Reform Now (ACORN),
• A census boycott,
• Finger printing of enumerators,
• Hiring ex-convicts,
  The Republican National Committee mailing that caused confusion with the 2010 Census respondents,
• The cost of Super Bowl advertisement,
• Perceived incorrect labeling addresses,
• The death of a Census Bureau Field Representative,
• Data collection issues in Brooklyn, New York, and
• Enumeration concerns in the colonias.

The Rapid Response program was used to make significant incremental increases in media buys; to increase mailback participation; and to encourage enumerator cooperation. Although the Rapid Response Program was implemented because of a lesson learned from Census 2000, a sufficient budget was not available at the start of implementation. Prior to the Census Bureau Director approving a funding increase of 18.5 million dollars on April 1, 2010, the national participation rate was only 56 percent, well below the goal we set to achieve before the start of the 2010 Census Nonresponse Followup operation. By the end of the 2010 Census mailback phase, the Census Bureau achieved a participation rate of 72 percent and the final budget for the Rapid Response program was 34.3 million dollars.

On a case-by-case basis, the Rapid Response program was implemented a total of 21 times for advertising. Some responses required the development of in-language materials for multiple audiences, the majority of which were targeted to the Hispanic population. Case studies primarily focused on advertising, but there were also many simultaneous rapid response initiatives focused on earned media and public relations.

When planning for the 2020 Census, the Census Bureau recommends including the Rapid Response program as a baseline to include its funding. Additional recommendations include creating an automated system to track all decisions and resolutions, determine metrics to measure success of the rapid response efforts, improve communications by utilizing subject matter experts from all areas of the 2010 Census Integrated Communication Program, and issuing daily crisis reports for all internal and external stakeholders.