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Columbia area volunteers worked together to produce concepts for potential print and digital advertisements after learning about census data and which demographics are hard to count.\u00a0<\/p>\n
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With the 2020 census quickly approaching, the U.S. Census Bureau and Together SC on Monday gathered local creatives to produce content aimed at increasing South Carolina\u2019s census response rate.<\/p>\n
Creatives for the Count organizers broke volunteers into teams to come up with print and digital advertisements designed to reach hard-to-count areas. Among the most difficult demographics to calculate in South Carolina are families with children under five, African American males, the Latino population and Native Americans.<\/p>\n
Chakisse Newton, Richland County council member\u00a0and president of Cardinal Consulting, said she was motivated to volunteer by helping her community.<\/p>\n
\u201cI\u2019m very committed to community service, so this is an opportunity for me to use my natural and professional talents in a way that benefits others,\u201d Newton said.<\/p>\n
She says\u00a0shaping effective messages to reach target audiences is\u00a0right in her wheelhouse.<\/p>\n
\u201cThe idea of this event is not just how can we craft the messages that will resonate but how can we make sure we\u2019re finding those people who otherwise might miss the opportunity for the census,\u201d Newton said.<\/p>\n
Mara Abrams, founder and co-director of the Census Open Innovation Labs at the U.S. Census Bureau, took the\u00a0nationwide campaign to about a dozen other cities before arriving in Columbia. Each create-a-thon event is tailored to the communities visited by the bureau.<\/p>\n
Since the last decennial census in 2010, she said she has noticed a change in the way Americans communicate and differences among age groups. Abrams explains that while methods like posters may be more successful among older audiences, Generation Z is more inclined to be active on social media.<\/p>\n
\u201cThe world has changed a lot since 2010. In 2010, Facebook was only a few years old and Instagram hadn\u2019t been invented yet,\u201d Abrams said. \u201cWe\u2019re trying to keep up with the pace of change and make sure that the communications are up to date.\u201d<\/p>\n
The 2020 census will be the first\u00a0citizens can\u00a0respond to online. Submitting a form by phone or mail will remain as other options.\u00a0Whichever medium they use, Abrams stresses the importance of everyone being counted.<\/p>\n
“Ten minutes impacts 10 years. The census determines the flow of money and power for 10 years. You pay your taxes every year, but you only get that back to your community every 10 years,\u201d Abrams said.<\/p>\n
She strives to further educate local communities about how the census count affects them directly.<\/p>\n
\u201cEssentially it\u2019s federal funding for local programs. Schools, hospitals, roads, bridges, you name it. All of that is based on the population count. The power piece is it determines congressional redistricting and how many congressional seats each state gets.\u201d<\/p>\n
Newton said she agrees\u00a0the census is a powerful tool in which community members can make sure their voices are heard.<\/p>\n
\u201cI think it\u2019s important for people to remember that the census isn\u2019t just this piece of paper or a form online, it\u2019s a chance for them to be recognized,\u201d Newton said.<\/p>\n
She understands that there is a correlation between how many people complete the census and how much money comes rolling into South Carolina.<\/p>\n
\u201cIf there are problems in our community that you think could be solved by better resources, filling out the census is the start to the solution,\u201d Newton said.<\/p>\n
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Creatives for the Count organizers invited local creatives to 300 Senate in Columbia to produce content for the 2020 census count.\u00a0<\/p>\n
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Chakisse Newton, Richland County council member and president of Cardinal Consulting, volunteered for the event. She worked on the team focused on the Latino community.\u00a0<\/p>\n
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Each volunteer was provided a folder containing U.S. and South Carolina census data. One participant analyzed a map showing 2010 census response rates in South Carolina.\u00a0<\/p>\n
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