Whoever you are, wherever you’re from, you count

ADVERTISING

Freije Brands role in the complete count campaign was to develop and manage a paid media campaign strategy with emphasis on reaching the historically undercounted populations identified by Count Me INdy.

To reach as many historically undercounted households as possible via advertising, we used input from committee members, data from Marion County’s Census tracts, and research on audiences media habits and media usage. 

In early March, we adjusted the advertising campaign to reflect how audience habits and media usage changed in response to social distancing and stay-at-home orders. 

Outdoor

Four languages, 10 locations

Billboard advertising can be an affordable, high-impact way to place a message within a geographic area, reaching people many times a day over a period of weeks.

We cross referenced highly-viewed billboard locations with Census tracts and high populations of households speaking each language to place four English, four Spanish, one Burmese and one Hakha Chin billboard throughout Indianapolis. The billboards launched mid March, and ran for at least four weeks. 

Transit

eight indygo buses

IndyGo donated advertising on eight IndyGo buses to Count Me INdy. The buses run on various schedules and routes, taking the You Count message across the city during March and April. 

Digital

Three languages, geographically targeted

Digital advertising provides a targeted, focused way to reach people online with the Count Me INdy message. We invested in digital advertising in English, Spanish and Burmese targeted to households in Marion County. People saw the ads on the websites, games and apps they frequent.

Video

three animated, eight influencer, two languages

Video is a powerful way to show and tell an advertising message. In March and April, we aired video commercials in Spanish on Telemundo featuring Indy host Grisel. In late March, people increased the amount of videos viewed online as they sought information about the global pandemic and local stay-at-home orders, and online video watching skyrocketed. We adjusted the campaign to meet people where they are, and added three animated videos and eight influencer videos with local radio and TV personalities. 

2020 Census Count Me INdy
”Easier Than Ever to Respond” :15 Video

Audio

10 radio stations and streaming music

Radio and audio advertising can be an affordable way to reach people with multiple messages, multiple times. Throughout the campaign, we used a combination of 10 radio stations, six English and four Spanish, and a combination of messages to educate about how easy it is to self respond, how to count everyone living in your house, and how responding now affects Indy’s federal funds and representation for the next 10 years. 

Social Media

four languages, shared by thousands

We created social media graphics in English, Spanish, Burmese and Hakha Chin to reach audiences in their preferred language and help Count Me INdy partners and supporters amplify the message by sharing via emails and social channels.  

Download Facebook and Instagram posts in all four languages »

Music + entertainment

influencers

In late April, we developed the 2020 Census “Tracks” campaign, using Indianapolis influencers in English and Spanish, to share the importance of self response to the 2020 Census through music. Influencers created Spotify playlists of their Count Me INdy “tracks” and throughout May will ask audiences to request songs to be added to the playlists that relate to a theme, like roads and transportation, education and schools, healthcare and emergency response, and family and household members.