The 2020 US Census Communications Campaign

PSB Insights served as the lead research agency for the 2020 Census Integrated Communications Campaign. The Census Bureau needed to execute a research-based communications campaign that inspired every person living in the United States on April 1, 2020, to complete or be represented on a census form – especially hard-to-count groups. From 2017 to late 2020, PSB Insights conducted over 130 focus groups in 12 languages and in 36 states and territories, surveyed over 145,000 people in nationally representative surveys, and carried out two national market segmentations to generate tailored audience insights. PSB conducted interviews and qualitative discussion boards in support of messaging and creative, and conducted daily quantitative tracking to analyze and optimize performance of creative in market. PSB partnered with creative and advertising agencies to bring the Census Bureau a unified solution and strategy and ongoing campaign optimization.

PSB Insights’ findings guided the decisions that drove a successful $700 million communications initiative that resulted in more unassisted responses to the 2020 Census via internet, phone, and mail than in 2010 – despite the challenges of a global pandemic environment.

You can read many of PSB’s reports for the communications campaign here.

PSB Insights’ best-in-class work was recognized by:

Innovation Sabre Awards
“Analytics + Insights: Best use of Original/Commissioned Research for PR.”
Gold in “Gov’t & Public Service”
Advertising Research Foundation
Gold in “Data Innovation”

For more information, please contact Shawnna Mullenax at [email protected].

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