Census' New Theme: 'It's in Our Hands'

Bureau Debuts First Work From DraftFCB for 2010 Campaign

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WASHINGTON (AdAge.com) -- The U.S. Census Bureau is unveiling the first creative for its 2010 ad campaign and a new theme, "It's in our hands."
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While the new theme is on posters and leaflets being distributed this week, census officials stressed that the final 2010 campaign is still being put together.


The theme is displayed in the first work from Interpublic Group of Cos.' DraftFCB, New York, which won the account in September. The new work will go out to the bureau's partners in advance of tests and other activities this year in preparation for the 2010 census. In addition to the new tagline, the work features a logo of colored hands and could run in several formats, including "The success of the census: It's in our hands."

The theme replaces the 2000 tagline, "This is your future. Don't leave it blank," from WPP Group's Y&R.

Jeff Tarakajian, DraftFCB's exec VP-client services, and a census official both stressed that while the theme is on posters and leaflets being distributed this week, the final 2010 campaign is still being put together.

Integrated effort
The upcoming census will be the first one without long-form questionnaires and the first where people who don't fill out forms will be mailed new ones. DraftFCB is heading an integrated effort, planning for events and outreach from the start, as opposed to in 2000, when additional components were later added to the ad effort.

DraftFCB's subcontractors include DraftFCB, Puerto Rico; GlobalHue, New York; A to Sí, New York; IW Group, San Francisco; G&G, Albuquerque, N.M., and Billings, Mont.; Allied Media, Alexandria, Va.; Weber Shandwick, Minneapolis; Jack Morton, New York; Booz Allen Hamilton, Washington; the Marcom Group, Fairfax, Va.; and Zona Design, New York. Initiative Media will buy media.

G&G, a Native-American agency, is the only one of the group that is repeating from the 2000 Census.
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