Client: 2010 GUAM CENSUS Campaign:LOCALIZATION Timing: 2010 Preparation: 7 months (February - August 2010)
The Challenge: The objective of the Guam Local Census Office was to communicate the importance of the 2010 Guam Census and how it relates to community issues and inspire participation by filling out the Census surveys. Because the survey would typically take 45 minutes per household, it was a challenge to garner support and excitement from residents.
Solution: We deployed an image campaign using local faces and a feel-good message encouraging residents to 'Fill out your form and fill in Guam's future'. The campaign showed faces from all ethnicities in a testimonial-style format addressing issues in the community (ie, infrastructure, schools, affordable housing).
The campaign launched with a live radio remote and roadside wave on April 1st declaring 'National Census Day'. The call to action 'Do your part and get counted', was a consistent message. The 7 month long campaign concluded with a 10 day countdown and a post campaign media tour thanking residents for "standing up and being counted".
