Minnesota 2020 Census
Building awareness, engagement, and completion of the 2020 U.S. Census for the state of Minnesota. The project has an emphasis on reaching historically undercounted groups by cutting through the noise, passivity, and other barriers to filling out the form.
The first phase of the project, which included virtual focus groups, heavy social listening, and conducting a full agency brainstorm, resulted in a comprehensive report of barriers and how we seek to overcome them. Additionally, our creative team is in the process of building out thumb-stopping social media content.