I’m a few years behind the rest of the world as I only recently started watching Mad Men, the hit TV series about the world of advertising. The show got me thinking about many things related to the 2010 Census ad campaign. Rather than advertising with “Portrait of America” themes, Christopher Guest nonsense, and other ads that seem to be unclear, unpointed, and uninteresting flops. Why not go straight to the numbers? The simple ad campaign I would have created for the Census Bureau would have gone as follows:
Cost to mail back your census form: 42 cents.
Cost to send a Census Bureau employee to your house if you fail to return your form: $57.
Amount of federal money at stake if you aren’t counted: $1,333.*
Total amount of available funding that you are community should get its fair share of: $400 BILLION.
2010 Census – Mail it back and Participate.
(Back in February, Census Bureau Communications Director Steve Jost told readers of this blog — see the comments section — that the Census Bureau and Draftfcb were in the process of creating a 2010 Census ad competition for the public to compete in…clearly that never happened!)
*The Census Bureau uses the term $400 billion for the total amount of money at stake. $400 billion divided by 300 milli0n people (an approximation of America’s population) is $1,333 per person. Some estimates determine that it is about $3,000 per person missed. Shelley Lowe of the Census Bureau’s Public Information Office said of the per person figure, “We don’t calculate that, but other organizations have attempted to.”