New York City Census Campaign Uses Multilingual Targeting to Increase Self-Response Participation
New York City Census Campaign Uses Multilingual Targeting to Increase Self-Response Participation
1 PagesThis case study explains how the 2020 U.S. Census combined bus advertising and mobile media to reach historically undercounted communities across New York City’s five boroughs. Campaign messages emphasized that completing the Census was important, safe, and easy. Targeting included proximity, video, desktop, tablet, retargeting, congressional districts, and dynamic language delivery across 15 languages. Forty-one percent of creative impressions were served in languages other than English, helping make the campaign more accessible to diverse communities. The effort generated 107,658,326 impressions and 490,476 clicks, with a 53% lift in overall click-through rate and a 567% lift in video CTR. New York City ultimately achieved the highest Census self-response rate among major U.S. cities, ex
