In order to reach the Census Department’s defined audiences in Savannah and surrounding regions, BPI developed a creative advertising campaign for TV and digital platforms based on the premise of why a family should fill out their 2015 Census Test online. By highlighting social services informed by the census, BPI helped the U.S. Census learn what approach and messaging was most likely to increase response rates, and what tweaks made the test easier for respondents.
The United States Census Bureau is the leading source of quality data about the nation’s people and economy. To prepare for the 2020 Census, the Census Bureau conducted a 2015 Census Test within the Savannah, Georgia media market, which allowed residents to take the Census questionnaire online for the first time in history. The campaign used advertising and targeted social media to increase test census completion. The U.S. Census Bureau’s objective in this test was to learn how to make the mandatory, once-a-decade headcount quick, easy, and safe for all to participate.
Learn more about the 2015 Census Test at: www.census.gov/2015censustests.