United States Census Bureau 2020
Research, Strategic Planning, Copywriting
Between August 2019 and March 2020, I was part of a 5-member team which created a public relations campaign to increase awareness and engagement for the 2020 Census. Our target audiences were the students of Temple University along with African American and LatinX males in the North Philadelphia region. The campaign was centered around the concept of our target audiences standing to be counted in 2020, African American and LatinX male being two of the most under-counted populations in the US.
Among our seven tactics, one of our most prominent was a public service announcement (PSA) featuring Aaron McKie. McKie, along with being a former NBA player and coach, is the current Temple University basketball coach and Philadelphia native. In the community, Aaron McKie is a shinning example of the hard work and grit the people of North Philadelphia are proud of. A neighborhood icon, we felt his voice was one that would be heard by our target audiences, especially the African American and LatinX males. Our research showed one of the main ways our target audiences would fill out the Census is when a respected community member or leader told them to, showing how trust is a main concern for them.
Our video premiered at the sold out 2020 Temple vs. Villanova basketball game in front of 10,500 fans during halftime. After the premiere, the video played in regular rotation on TUTV, the university's award-winning, student-run television station.
Our campaign made on and off campus new, receiving nine media hits during the February 10 through March 20 campaign implementation period. This included an article by Al Dia, Philadelphia's largest LatinX publication and a radio interview with Cherri Gregg on Philadelphia's KYW.
Our Aaron McKie video received 17,972 organic impressions between the sold-out event venue, social media placements, our landing page and a reoccuring spot on TUTV.
Our landing page, which along with giving visitors Philadelphia-specific answers to Census questions, allowed for visitors to receive a reminder notification when the Census was available for online fill-out. Out of those which signed up for the reminder, we had a 100% completion rate within 48 hours of the reminder being sent out on March 10.
Along with myself working on this project were fellow Temple University students Lauryn Edmondson, Jordan Peterson, Jazmyne Williams and Caitlin Gemmi. Our faculty advisor was David W. Brown.