The Early Deadline is December 9th! Enter Now!

Enter the 14th Annual Shorty Awards

The Shorty Awards honor the best of social media and digital. See categories below. The early entry deadline is on December 9th, 2021.

From the 5th Annual Shorty Social Good Awards

2020 Census COVID-19 Commericals

Entered in Government & Politics

About this entry

Reingold is the Census Bureau’s lead digital agency for the federal government’s largest public education and mobilization campaign, designed to reach every U.S. household and drive response to the first-ever online decennial census. In the wake of COVID-19, Reingold immediately pivoted, expanding its marketing campaign to deliver new messaging on the pandemic’s impact on the census count.

Why does this entry deserve to win?

In a single evening, Reingold’s creative team wrote three new scripts for TV ads acknowledging the challenges of conducting the census during a pandemic. Then we reworked footage that had been shot nationwide, mixing it with stock footage and a new voiceover to produce the final ads. The new COVID-19 ads were also used to create digital ads and display banners, stressing that census response is more important than ever as our nation plans for the next decade of recovery. As a result, Reingold sustained the campaign’s momentum and robust rates of census response.

Results

The 62.9% national self-response rate as of August 5 outperformed campaign benchmarks despite the disruptions of COVID-19. Increases in the number of online census completions saves the government printing, mailing, and canvassing costs, and so far, online self-responses have exceeded expectations by more than 20%. 

Media

Video for 2020 Census COVID-19 Commericals

Entrant Company / Organization Name

Reingold, U.S. Census Bureau

Links