Client: U.S. Census Bureau
Campaign: Hispanic Integrated 2010 U.S. Census Campaign
Agency: GlobalHue
Position: Senior Brand Strategist (Segmentation, strategy development, copy testing and tracking study development and analysis)

 

:  Hispanics are a “hard to count” segment, mostly due to migratory status and overall fear and skepticism towards government. Our task was to have them all fill out the form when it arrived in their mailbox in March. 

THE INSIGHT:  Hispanics are currently riding a wave of pride in the U.S.  While they are not a monolithic group, they realize they have power numbers.  

 

OUR SOLUTION:  Tell them that together, the ability to create change is in their hands. The creative campaign used artistic expressions, such as clay art, muralists and needlepoint as manifestations of the change. 

THE RESULTS: Overall, the campaign gained a 93%-100% awareness level.  Additionally, the campaign won 3 Summit Creative Awards  (Gold, Silver, Bronze), made the short list for Cannes, and more recently I was credited for a 2011 David Ogilvy Award for strategy and planning work done in conjunction with DraftFCB.

 

AWARDS: 

 

2011 David Ogilvy Award: GOLD WINNER
“2010 United States Census” The United States Census Bureau
ADVERTISER: The United States Census Bureau
AGENCY: Draftfcb
RESEARCH: Applied Research and Consulting, LLC, Macro International, Maya Group, Clarion Research, GlobalHue
 
Mobilizing an Entire Nation: The U.S. 2010 Census Case Study