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| Filipino Advocates for Justice handed out Census material at an Oakland Athletics baseball game. FAJ is one of many Asian American groups who are helping ensure that Asian Americans are counted accurately. |
The 2020 Census will officially begin Jan. 21 in the Alaska Native village of Toksook Bay, Alaska, on the Bering Sea. Census officials want to count the residents there in the middle of winter before the Spring and they leave on hunting and fishing expeditions.
On the eve of the nation’s once-in-a-decade headcount of every person in the country, the U.S. Census Bureau is unveiling an unprecedented $500 million public education and outreach campaign featuring more than 1,000 advertisements.
Advertising, printed and videos have been created in multiple languages including the languages of the Asian and Pacific Island regions.
“We undertook an unprecedented amount of research to help us learn more about what potential barriers, attitudes and motivators different multicultural communities have about participating in the upcoming census,” said Census Bureau Director Dr. Steven Dillingham on Tuesday (Jan. 14).
“The ‘Shape your future. START HERE.’ platform arose from that research and is now being adapted to help us reach limited-English-speaking households about the importance of the 2020 Census. This is a critical component of our effort to achieve a complete and accurate count in every community across the country,” said Dillingham.
The US Constitution mandates that a census of the population be conducted every 10 years and the Census Bureau’s goal is to count everyone who lives in the United States Census statistics are used to determine the number of seats each state receives in the US House of Representatives, and will inform the allocation of billions of dollars in federal funds by state, local, and federal lawmakers annually for the next 10 years.
“For the first time, we are inviting all people living in the United States to respond to the census online, which we know will appeal to a great deal of the public who regularly use the internet,” said Albert E. Fontenot Jr., associate director for Decennial Operations. “But the census questionnaire can also be completed by phone or by mail. We will offer guides and assistance in 59 languages, so everyone has a chance to respond.”
Dillingham said that “through advertising, public events, partnerships, and digital and traditional media, we are embarking on a nationwide effort to let everyone in the country know about the upcoming 2020 Census and encourage them to respond online, by phone, or by mail.''
An inspirational video, “This is Me, ”a music video performed by Native Hawaiian and Pacific Islander (NHPI) artists from across the country, invites and inspire the NHPI community to be seen, heard, and counted in the 2020 Census. The performance celebrates the culture of the Pacific Islands by featuring traditional songs, chants, clothing, and dances. It will be featured on the Census Bureau social media channels.
The video features performances by: Kalenakū, Raiatea, Dillion Bien, Darren Bien, Lehua Kalima, Jerchio Semanu, Kumu Hula Mark Keal’ll Ho’Omalu & Academy of Hawaiian Arts, Natalie Al Kamauu, Jordis Unga, Samoan Community Development Center Choir, Nancy Fifita “Fancy Nancy”, Ta’u Pupu’a, Voka Mataele, Lea Love, Amy Hānaialiʻi Gilliom, Siaki Sii, Tavaʻesina Aloʻovaveao Scanlan, Tavana Mcmoore, Tiana Liufau, Jerome Faʻanana Grey, Tinifu Loa Grey, Lāʻie Community Members, Teheiara Kealohanui Pimental.
The resulting campaign includes television and radio commercials, social media, print advertising, and messaging on billboards and bus stops.
The paid media campaign, which began in December 2019 with advertisements to reach remote villages in Alaska, will ultimately reach 99% of all U.S. households and encourage the public to respond to the 2020 Census.
The campaign has a heavy focus on encouraging participation among multicultural and hard-to-count populations, with advertising in 12 languages in addition to English, including Tagalog, Vietnamese, Mandarin, Cantonese, Korean and Japanese. Here are some samples:
The video features performances by: Kalenakū, Raiatea, Dillion Bien, Darren Bien, Lehua Kalima, Jerchio Semanu, Kumu Hula Mark Keal’ll Ho’Omalu & Academy of Hawaiian Arts, Natalie Al Kamauu, Jordis Unga, Samoan Community Development Center Choir, Nancy Fifita “Fancy Nancy”, Ta’u Pupu’a, Voka Mataele, Lea Love, Amy Hānaialiʻi Gilliom, Siaki Sii, Tavaʻesina Aloʻovaveao Scanlan, Tavana Mcmoore, Tiana Liufau, Jerome Faʻanana Grey, Tinifu Loa Grey, Lāʻie Community Members, Teheiara Kealohanui Pimental.
The resulting campaign includes television and radio commercials, social media, print advertising, and messaging on billboards and bus stops.
The paid media campaign, which began in December 2019 with advertisements to reach remote villages in Alaska, will ultimately reach 99% of all U.S. households and encourage the public to respond to the 2020 Census.
The campaign has a heavy focus on encouraging participation among multicultural and hard-to-count populations, with advertising in 12 languages in addition to English, including Tagalog, Vietnamese, Mandarin, Cantonese, Korean and Japanese. Here are some samples:
At stake in the Census $900 billion in federal funds for numerous programs and projects, from free lunch programs to better highways, bridge maintenance and representation in Congress.
Asian Americans and Pacific Islanders are the fastest-growing racial group in the U.S. and have a large youth population. According to the Census, there are 22 million AAPIs, up from 18 million in the 2010 Census.
Census questionnaires will begin to be mailed out March 12.
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