Posted by Jeff Tarakajian, EVP, Group Management Director, Draftfcb New York and Leader of Team Census
It’s hard to believe that the paid media campaign that we’ve been working on for so long for Census 2010 is about to break on The Golden Globes on Jan. 17. Without a doubt, the development and execution of the entire campaign – one that truly targets everyone in the U.S. – results from more than two years of close collaboration between 14 partner agencies, including IW Group, GlobalHue, GlobalHue Latino, d'exposito, G&G, Allied, Plum, Jack Morton, Weber Shandwick, Initiative, Scholastic, MarCom Group, Draftfcb New York and Draftfcb Puerto Rico.
In the weeks and months ahead, this group will deliver the Census message – in 28 languages -- through paid media, public relations, Census in Schools, a website, a national road tour, partnerships and more. As the lead agency, we at Draftfcb worked on the "diverse mass" campaign that targets the 84 percent of the country who consume media in English, as well as the website. In fact, some of our partner agencies whose responsibilities include English-speaking in-culture advertising---such as G&G for American Indian and GlobalHue for the Black audience---have also contributed advertising that reaches audience segments within this 84 percent. So there is absolutely no way we could have done it alone. We worked hand in hand with our client and the above agencies every step of the way.
There’s still much to do, but we’re committed to making this the most successful Census in history. Stay tuned.