My Two Census

Formerly the non-partisan watchdog of the 2010 US Census, and currently an opinion blog that covers all things political, media, foreign policy, globalization, and culture…but sometimes returning to its census/demographics roots.

Posts Tagged ‘TV’

NYTimes ad critic analyzes 2010 Census ad campaign

Tuesday, April 20th, 2010

Below is Stuart Elliot’s commentary as he answers readers’ questions about 2010 Census ads. Will the Census Bureau and Draftfcb threaten to take away the New York Times’ contract because Stuart was somewhat critical of the ad campaign?

Q: (Reader)

Just this morning, as I was reading NYTimes.com, I was struck by the short films that the U.S. Census is running to help persuade people to return their census forms.

Usually I ignore any and all advertisements online, but I found these fascinating because they present people who have reasons (good or less good) for mistrusting the government as encouraging citizens to participate. Who is responsible for the films?

A: (Stuart Elliott)

The films are part of a Web series, called Portrait of America, which features “real people expressing their reservations about participating in the Census and then overcoming them once they examine the form,” says Wally Petersen, a spokesman for DraftFCB in Chicago, part of the Interpublic Group of Companies.

The DraftFCB New York office created the Web series in its role as the lead agency for the Census campaign. “More than a dozen agencies produced more than 400 pieces of marketing communications” to encourage participating in the Census, he writes in an e-mail message, adding that the work is “targeting multiple audiences” in terms of races and ethnicities and appears in 28 languages.

Q: (Reader)

Something about those ubiquitous U.S. Census television ads has me scratching my head: the closing call to action. On screen invariably is the phrase “Census 2010” while the voice-over announcer invariably says “2010 Census.”

This strikes me as a weird inconsistency, not what one usually sees in a presumably well-considered, well-heeled campaign. In other words, “Huh?” What can you find out?

A: (Stuart Elliott)

Back we go, dear reader, to Mr. Petersen, who offers this reply in another e-mail message: “The formal name, ‘United States Census 2010,’ is a mouthful and sounds too bureaucratic. Lots of brands have nicknames. Look at Mickey D’s, for McDonald’s; B.K., for Burger King; and the Shack, for Radio Shack.”

“Saying ‘2010 Census’ simply functions as a short and memorable nickname,” Mr. Petersen concludes.

How well did the Dora the Explorer 2010 Census advertising spot do?

Tuesday, April 13th, 2010

Here’s the ad…I admit that the tune is quite catchy:

However, using our Twitter tracker widget, the jury is still out on whether or not the campaign was a success:

2010 Census Questions for Cesar Conde, head of Univision Networks

Thursday, April 1st, 2010

The following interview is courtesy of the LA Times:

What does this year’s census mean to Latinos and Univision?

The 2010 census is going to go down in history as the census of the Latinos. We have the opportunity as a country to really embrace the fact that we are moving to a multiethnic society. That is one of the strengths of our country today. We as a company, and we as a community, are very excited by that.

How did the 2000 census change Univision’s business?

It helped us to begin to have more conversations with organizations that were starting to realize the role that this community would play across all aspects of our country — social, economic, political and cultural — through the coming years and decades.

Fast-forward to this coming census in 2010, and I think it’s going to be a big wake-up call. What will surprise people is the exponential growth of the Latino community, coming off of an already big and growing base. Second, we are going to begin to see growth in the Hispanic market in parts of our country that people don’t necessarily expect. To see the growth of the Latino population in Los Angeles, Miami and New York is wonderful but somewhat expected. You are going to see more growth in geographic pockets, places that people don’t intuitively think of as part of the Hispanic community.

How great is the fear that Spanish speakers and other immigrants might not recognize the importance of the census form?

This is why we have become so proactive in ensuring that we communicate to our community how important the census is. We have to communicate what is the benefit, what is the value, of filling out this census not only for themselves as individuals but also for their local communities, and our community. Univision is in a unique position because of our unique connection and relationship that we have with Hispanics.

How do you reassure people that filling out a government form will not invite problems?

Confidentiality is a big issue in the census. We tried to pick our most trustworthy talent on Univision to speak about the importance of this issue, putting our most trusted voices out there to become the face of the “Ya Es Hora” campaign.

[Univision news anchor] Maria Elena Salinas is our primary spokesperson. She and the others talk about why people can trust this process. We literally allocate material airtime to walk our audience by the hand through the process. We will be running this series of stories and public-service announcements through and past April 1 to address this concern and talk people through some of these issues that are, at the end of the day, important for them and beneficial for them.

Not only that, but an increasing Latino population benefits Univision.

Our mission here at Univision is to inform, entertain and empower. Most people can get their arms around the first two, informing and entertaining, because they are such a key part of what we do. That third one, empowerment, is sometimes a little more nebulous. This concept is that we need to make sure that we are working on the issues that most impact our community. We have this incredible privilege to have this leadership position and to have this unique relationship with our audience. And with that privilege comes a responsibility, one we take seriously.

2010 is a very big year for many Latinos and Univision. Which is more important: the World Cup or the census?

(Laughs.) It’s going to be telling Latinos how important it is to fill out the census during the World Cup.