U.S. Census opens call for media outlets providing paid advertising opportunities
VMLY&R, the advertising agency of record working for the U.S. Census, announced the “2020 Census Media Vendor Day” for the agency’s upcoming paid media campaign.
The event is designed to be
accessible for media outlets that cover a wide
range of audiences, demographics, and channels, as
well media outlets that are small businesses, and women- or
The “2020 Census Media Vendor
Day” will be held in Puerto Rico on April 5 for the local market. All
media vendors interested in providing paid advertising opportunities for the
2020 Census Paid Media Campaign are encouraged to apply, the agency stated.
Mandated by the U.S.
Constitution, the decennial census takes place every 10 years. The 2020 Census
will determine any changes in the number of congressional seats per state and
help determine state legislative and school district boundaries.
Responses to the 2020 Census
will also inform how more than $675 billion in federal funding is distributed
to local communities, including decisions about how public funds are spent on
critical public services such as schools, fire and emergency services, and
“The U.S. Census Bureau is
on a clearly defined mission to drive awareness and motivate people across
America to self-respond in the 2020 Census, which will be supported
by paid media efforts in a diverse group of channels,” said Alex Hughes,
VMLY&R executive director.
“We’re excited to have a
collaborative process and to partner with key agencies for the
upcoming paid media campaign with the launch of the ‘2020 Census Media Vendor
Day’,” Hughes said.
VMLY&R (formerly Y&R)
secured the Integrated Communications Contract for the 2020 Census campaign in
August of 2016. As the contract’s primary agency of record VMLY&R created
an integrated team for this project, Team Y&R, which includes PSB, Wavemaker,
Carol H. Williams Advertising, Culture ONE World, G+G Advertising, The
Kalaimoku Group, TDW+Co., VMLY&R Puerto Rico, Wavemaker Puerto Rico, Reingold,
BCW (Burson Cohn & Wolfe), DCG, and Guidehouse.
Y&R will be solely
responsible for all media planning and buying efforts for the 2020 Census
Paid Media Campaign, led and managed by Wavemaker.
The campaign will target
audiences in English and 12 non-English languages (Spanish, Chinese
(Mandarin and Cantonese), Vietnamese, Korean, Russian, Arabic, Tagalog, Polish,
French, Haitian Creole, Portuguese, and Japanese). The campaign’s goal is to
reach every adult in the U.S. and Puerto Rico.
“The 2020 Census Media Vendor
Day will allow for all media channels, no matter their location, audience size,
or platform, the ability to participate in this RFP
process,” said Julie Lee, executive director of Wavemaker.
“We want to ensure media
outlets from across the United States are able to submit a proposal. The goal
of the 2020 Census is to reach everyone, which we can do through an effective
paid advertising campaign,” she said.
Six Request for Proposals will be
released as part of the campaign. The types of
paid media may include, but are not limited to: TV
(traditional, online, streaming); Digital direct/content (display, video,
influencers, gaming); Radio (traditional, online, streaming); Print newspaper;
Print magazine, and out of home (transit, billboards, grocery stores.)
Media outlets will have from
April 5, 2019 to May 17, 2019 to submit proposals into the RFP portal. No late
submissions will be accepted beyond the deadline. Media vendors can
submit questions regarding the RFP process from April 5 – 12, 2019, the agency
To participate in-person or via
live stream, media outlets must register by April 1. Only one person per media
outlet will be allowed to attend the event in person. The live stream
will be recorded and archived for viewing following the event. Attendance in
person is limited to 60 people.