NYC Census 2020

Developed, scripted and produced multicultural marketing spots behind NYC Census 2020, the nation’s largest census effort. The campaign was the City’s first-ever investment of public dollars for community organizing in Black, Brown, and immigrant communities.

Despite concerns that the 2020 Census count in New York City, along with Covid-19, would reflect a major minority undercount and leave out people who left NYC because of the pandemic, we came out on top. The results of the Census were outstanding for the region. After decades of alleged Census undercounts, New York City saw its population grow by 7.7% since 2010.

How did we do it? First by addressing the concerns head-on in our messaging, thereby creating inspiring and honest messaging that reflected the sentiments of the Latino community. The importance of being counted, even when some in society say you’re unworthy, was a personal responsibility to our team.