Census Update: Honing in on Hard to Count Populations

The Census Bureau is working both internally and with its partners to guarantee local governments are aware of how to ensure hard-to-count populations are included in the 2020 census once enumeration begins on April 1. Kyla Fullenwider, who was the first Chief Innovation Officer for the U.S. Census Bureau, recently worked with Georgetown University’s Beeck Center to create a Digital Preparedness Playbook which guides local government through what to expect.

The playbook includes information on misinformation, bridging the digital divide, and other relevant information that will equip local governments with the tools to handle the first digital census.

Internally, the Census Bureau has dedicated over $500 million in advertising campaigns over the next five months targeted at informing hard-to-count populations about the importance of filling out the census and alleviating any privacy concerns. Ads will run on TV and digital platforms targeting Latino, African-American, and Asian-American communities to allay fears that participation may lag in minority communities.

Michael Cook, Chief of the Census Bureau’s Public Information Office, told Politico, “The 2020 Census ads were created in a research-intensive process and are focused on making sure people know that taking the Census is important, easy, and safe.”