For Census 2020, in order to encourage the nearly 3,000,000 applicants needed to fill over 800,000 temporary Census jobs, we teamed with DC-based PR and marketing firm, Avōq as subcontractors to Y&R, to develop recruiting creative that represented the vast geography of the U.S. and the multi-cultural diversity of the workforce the Census Bureau required. This included population groups that have been historically hard-to-reach and undercounted. The final campaign included 500 digital executions and 200 print ads giving local census recruiters a customizable toolkit that would reflect their own local communities.

One requirement of the television, social media and print campaigns was that every ethnicity in America needed to be represented so people of all backgrounds would be able to see themselves in the ads. We created a program where all prospective actors and models were asked to self-identify and submit to background checks, verifying their ethnicities, guaranteeing authentic representation.

The Census 2020 media campaign won several private sector advertising awards across various categories such as social media, COVID-19 advertising, and overall integrated communications, and including the Grand Ogilvy Award from the Advertising Research Foundation.