Census 2010 Community Engagement Campaign. Presented to AAARI March 2, 2010
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1 Census 2010 Community Engagement Campaign Presented to AAARI March 2, 2010
2 What is Census 2010? The Census is a count of all residents of the United States. Mandated by the Constitution. Participation is required by all residents, without regard to immigration status. Determines the number of seats for each state in the House of Representatives. $400 Billion annually of Federal funding is allocated using Census Bureau data. Provides the data advocates need to do our job. Our outreach efforts are an investment for the next 10 years!
3 What is different from 2000? In Census 2000, 1 in 6 households received a long form questionnaire that asked about income, employment, housing, etc. There is NO long form in Data previously collected by the long form is now collected through the American Community Survey. The American Community Survey is taken every month across the country with annual data released every year.
4 Census 2010 Form
5 Census Timeline January 2010: Launch of Census Bureau Paid Media Campaign. Key Messaging is awareness that Census 2010 is coming. February 2010 Questionnaire Assistance Centers and toll-free lines for language help open. March-April 2010 Census advertising message focus on motivating mailback response.
6 Census Timeline (Continued) March 8, 2010: Advanced Letters mailed out. March 15, 2010: Census forms mailed out. March 18, 2010: Reminder and language assistance (for select areas) postcards mailed out.
7 Census Timeline (Continued) April 1, 2010: Census forms due. Early April 2010: Replacement form mailed out to households not responding by April 1. May 2010 to July 2010: Census enumerators go doorto-door for households that did not return a Census form. May 2010: Census advertising focuses on encouraging cooperation with Census enumerators. December 2010: Census Bureau reports state population totals for Congressional seats reapportionment.
8 Census Bureau Paid Media Campaign The IW Group is the Census Bureau s subcontractor for paid media toward Asians. Asian Languages Covered Bengali Cantonese Hindi Hmong Japanese Khmer Korean Laotian Mandarin Tagalog Thai Urdu Vietnamese Print, tv, radio, out-of-home, and interactive media where outlets are available in language.
9 Federation Campaign Overview Broadly reach out to ethnically diverse Asian communities in: New York New Jersey Connecticut Philadelphia Particular focus on neighborhoods with a high concentration of Asian residents such as Flushing, Jackson Heights, Chinatown, Midwood, Sunset Park, Fort Lee, etc. Special attention to segments of the Asian community at risk of being uncounted, such as: multi-family households domestic workers seniors who live alone new immigrants with limited English skills undocumented immigrants
10 Community Outreach Grants for extensive outreach activities in New York City, New Jersey and Philadelphia. Local phone hotlines with language support Bengali, Burmese, Cantonese, Hindi, Japanese, Khmer, Korean, Mandarin, Nepali, Urdu, Vietnamese Neighborhood canvassing Direct assistance for filling out Census forms Community Events Poster Contest
11 Community Outreach Grantees Asian & Pacific Islander Coalition on HIV/AIDS (APICHA) Asian Americans for Equality (AAFE) Asian Professional Extension (APEX) Brooklyn Chinese-American Association (BCA) Chhaya CDC, South Asian Council for Social Services (SACSS), South Asian Youth in Action (SAYA!), Adhikaar, SEVA Chinese Christian Herald Crusade (CCHC) Chinese-American Planning Council, Inc. (CPC) Council of People s Organization (COPO) Damayan Migrant Workers Association, Ugnayan ng mga Anak ng Bayan Indochina Sino-American Community Center (ISACC), Greater New York Vietnamese American Community Association Japanese American Association of New York (JAA) Japanese American Social Services, Inc. (JASSI) Korean American Census Task Force Korean American Family Service Center (KAFSC) Korean Community Services of Metropolitan New York (KCS) MinKwon Center for Community Action (MinKwon)
12 Community Outreach Hire community specialists to reach out to smaller ethnic communities in the metro area and Asian communities in upstate NY, particularly Albany, Syracuse, Rochester, and Buffalo, and Connecticut. Work with national partners to plan events for National Week of Census Action.
13 Federation Media Campaign Starting March 8. In-language ads will appear: on buses in Queens, Brooklyn, Albany, and Syracuse, at select subway stations in the city in commuter vans and intercity coaches. Languages covered: Bengali, Chinese, Gujarati, Hindi, Japanese, Khmer, Korean, Nepali, Punjabi, Tagalog, Thai, Urdu, and Vietnamese. Coordinated with Asian Americans for Equality, New York Immigration Coalition, and New York Community Media Alliance on media buys.
14 National Partners AALDEF 2010 Census Project Advocacy Community education Legal support Census monitoring National AAPI Census 2010 Campaign Partner with the Asian American Justice Center, Asian American Institute, the Asian Pacific American Legal Center, and the Asian Pacific Fund. Regrant to grassroots organizations. Create a National Resource Center.
15 National Resource Center ( Sharing translated materials, presentations, public service announcements, Census outreach toolkits, and best practices.
16 Applying Data to Outreach Use data resources such as to identify Asian neighborhoods with the potential for low or non-response. Data combined with local knowledge will enable targeted messaging and strategies to engage Asians.
17 Applying Data to Outreach Canvassing Transit ads Location of Questionnaire Assistance Centers and Be Counted Sites Track real-time 2010 mail back participation rates Identify gaps in outreach coverage
18 Federation Census Programs after Census 2010 Evaluate our Campaign for effectiveness and lessons learned in preparation for Census Use momentum from Census 2010 outreach to increase awareness about the American Community Survey among Asians. Continue the work of the Federation s Census Information Center. Update demographic briefs based on Census 2010 and upcoming 5-year American Community Survey data releases. Create issued-based reports covering topics such as children, poverty and seniors.
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