Increasing NYC’s census participation during COVID-19
Media Buying + Strategy, Creative + Strategy, Impact Artist Network
Accurate census data is essential to effectively address the unique needs of New Yorkers, enabling informed decision-making by policymakers, and ensuring that resources are effectively distributed to support NYC’s diverse population.
New York City faced many challenges with the 2020 Census in light of the pandemic, including an early census count shutdown. A public education campaign was needed to raise awareness and census participation.
To overcome common participation barriers, such as knowledge gaps and distrust of local government, F.Y. Eye leveraged collaborations with local entities, including community media outlets, government agencies, and nonprofits to create a full-scale public education campaign for the 2020 Census.
Through these partnerships, F.Y. Eye strategically distributed Census messaging to every corner of New York City. This work included reaching families with young children, low-income communities, and the general public grappling with the pandemic's effects.
Through creative tactics, such as placing 2,500 PSA posters on sanitation trucks in partnership with Sesame Workshop, distributing Census-themed fortune cookies with Wonton Food, and a public art challenge, we worked to overcome barriers to participation and foster widespread awareness.
The campaign’s efforts underscored the importance of community collaboration and creative communication for civic participation. New York City’s citywide self-response rate amounted to 61.8%, a historic rate comparable to pre-covid numbers (Source: NYC Mayor’s Office). New York City also outperformed in census response rates amongst demographically similar cities nationwide, including Los Angeles, Chicago, Atlanta, Miami, and Dallas (Source: Gotham Gazette).
PRESS
Come On Harlem, New York Is Still At Risk For A Census Undercount | Harlem World Magazine
Economics in Brief: Cities Getting Creative With Census Campaigns | Next City
13 million Fortune Cookies Sent to NYC’s Chinese Restaurants to Encourage Census Participations (萬籤語餅送中餐館 鼓勵參與人口普查) | Yahoo
Manhattan lags behind NY State census response | Patch
Manhattan has the Lowest Census Response Rate in NY (Manhattan tiene la tasa de respuesta del Censo más baja de NY) | Telemundo 47 NY
Oscar the Grouch returns to remind New Yorkers to take the census | AMNY
Oscar The Grouch Takes A Second Five Borough Tour To Get Out The Count | Harlem World Magazine
Don’t be a grouch—fill out the Census | Queens Daily Eagle
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