With the 2020 Census being critical for political representation and resource allocation, CASA sought to encourage Latino participation in Maryland, Pennsylvania, and Virginia. However, widespread fears and misconceptions within immigrant communities threatened response rates. The challenge was to create a culturally relevant and relatable campaign that addressed concerns and motivated participation.
To effectively engage Latino families, Communications Shop developed ‘Lucas’, a 13-year-old animated character who served as the campaign’s spokesperson. Lucas guided his friends and family through the Census process, addressing common fears and misinformation in an accessible and relatable way.
Our strategy included:
The Lucas campaign effectively drove awareness and engagement within Latino communities, ensuring they were informed and empowered to participate in the Census. In just four months, the campaign achieved:
✔ 5+ million impressions across digital platforms
✔ Expanded Census education efforts through strategic influencer partnerships
✔ Increased visibility with major media coverage in USA Today and The Washington Post
By combining culturally resonant storytelling, digital innovation, and influencer engagement, Communications Shop successfully mobilized Latino communities to participate in the 2020 Census, ensuring their voices were counted and represented.
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