United States Census 2010
"We never knew there were
so many media out there" -Census Associated Director AJ Jackson

Challenge

The 2010 Census asked NAM to recruit the support of ethnic news organizations in reaching hard-to count

Connect

NAM outreached to over 1000 ethnic media leaders in 13 cites to attend roundtable briefings with Census officials and brainstorm strategies for promoting the Census.

Convene

NAM’s roundtable briefings gave top Census officials and local enumerators a chance to engage with a "who’s who" of local ethnic media.

Create

NAM leveraged ethnic media’s unique knowledge of their audiences to implement a "Save Our Services" public awareness campaign where media received mini-grants to design their own ads.

Results

Aggregate audience of 20 million through NAM's earned media and ad campaigns.