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U.S. Census Bureau Unveils Creative Platform for 2020 Census Communications Campaign

WASHINGTON, March 4, 2019 /PRNewswire/ -- VMLY&R is proud to support the U.S. Census Bureau in the development of the 2020 Census Integrated Communications Campaign under the creative platform "Shape your future. START HERE." announced by the Census Bureau today.

Mandated by the U.S. Constitution, the decennial census takes place every 10 years. The 2020 Census will determine any changes in the number of congressional seats per state and help determine state legislative and school district boundaries. Responses to the 2020 Census will also inform how more than $675 billion in federal funding is distributed to local communities, including decisions about how public funds are spent on critical public services such as schools, fire and emergency services, and healthcare.

"The 2020 Census is intended to count every person and it is critical that our communications strategy reach and inspire a wide variety of audiences," said Alex Hughes, VMLY&R Executive Director. "This platform reflects more than 18 months of extensive research with tens of thousands of individuals who represent a wide diversity of people across America. 'Shape your future' performed strongly in testing and was found to be aspirational, informative, and relatable."

VMLY&R (formerly Y&R) secured the Integrated Communications Contract for the 2020 Census campaign in August of 2016. As the contract's primary agency of record, VMLY&R created an integrated team for this project, Team Y&R, which includes PSB, Wavemaker, Carol H. Williams Advertising, Culture ONE World, G+G Advertising, The K?laimoku Group, TDW+Co., VMLY&R Puerto Rico, Wavemaker Puerto Rico, Reingold, BCW (Burson Cohn & Wolfe), DCG, and Guidehouse.

The "Shape your future. START HERE." campaign platform was informed by the 2020 Census Barriers, Attitudes, and Motivators Study, an online survey of 50,000 individuals conducted by the Census Bureau in 2018. The online survey was supplemented with qualitative focus groups to uncover knowledge and attitudes among small demographic groups and those difficult to reach online. 

The qualitative and quantitative data indicate that, although there are important differences across demographic groups, funding for public services is a key motivator across most demographics. Focus groups, in particular, showed that participants might be persuaded of the importance of census participation if they make the connection between completing a census form and the possibility of an increase in funding or support for their community in the future. Subsequent online testing of creative concepts led to the final development of the "Shape your future. START HERE." platform.

Multicultural agencies helped conduct the platform research, shape the direction of the creative concept, and consult representatives within the communities they target for validation of the concept. The following statements were made by leadership of these agencies:

About VMLY&R 

VMLY&R is a global marketing agency that harnesses creativity, technology, and culture to create connected brands. The agency is made up of nearly 7,000 employees worldwide with principal offices in Kansas City, London, New York, Washington D.C, Sao Paulo, Shanghai, Singapore and Sydney. VMLY&R works with client partners including Colgate-Palmolive, Danone, Dell, Electrolux/Fridgidaire, Ford, Office Depot, Pfizer, and Wendy's. 

For PR Inquiries
Contact: 2020press@vmlyr.com



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