Counting 330 million people in 140 million households across the vast geography of the U.S. is no easy task, but it is one that has been completed successfully for the U.S. Census 23 times despite external challenges. In many ways, the Census defines the quality of our lives—it informs the allocation of nearly $1 trillion in federal funds to projects and programs in every state, and the apportioning of congressional seats. Getting a complete and correct count matters to everyone.
The Census 2020 communications plan is a robust, step-by-step path for effective public engagement toward a single goal, but in the last few days, “operational adjustments” have added words like “delayed” or “suspended” to nearly every tactic. Clearly, coronavirus is changing the rules of engagement, perhaps for the long term. We can, of course, give up on the engagement so vital to completing this national count—or we can step just six feet away and pivot.
There have always been barriers to a successful Census. Lack of technology and reliable internet make it difficult for some to be counted, while limited awareness of why the Census matters and fear of how the data is used keep some at bay. Limited English Proficiency, misinformation campaigns, and physical barriers, from missing mailboxes to protected buildings and communities, block completion. But the country has 23 successful counts under its collective belt, and we think an adaptation to the current challenge can make engagement more effective and inclusive than ever before.
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So here are 10 ideas—some tech, some old school, which we think are worthy of a test and a try for the Census, and for public engagement as a whole:
- Questionnaire kiosks in libraries, hospitals, and universities
- Geofencing pointing people to no-touch census locations
- Imprinted pizza boxes store receipts and grocery deliveries
- Texting pledge tool with postable “I Count” Census badges
- “We Can Count” new tools training for community partners
- “Count Me In” Facebook frames with helpline Info
- Artificial Intelligence Chatbot
- Back of the cereal box messaging
- GIS-based crowdsourcing with community dashboards
- Storymaps showcasing participation progress
COVID-19 has made rethinking an approach to Census counting that has been honed over decades essential to continuing to ensure communities get their fair share of representation, funding, and resources. But it’s also vital to closing social distances that existed even before this pandemic.
