Engaging Latino Communities in the 2020 Census Through ‘Lucas’

CASA

Challenge:

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.

Solution:

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:

  • Media Outreach & National Coverage: Successfully secured media placements in USA Today and The Washington Post, amplifying the campaign’s reach and credibility.
  • Targeted Digital Strategy: Designed and implemented a comprehensive digital campaign aimed at Latino communities in Maryland, Pennsylvania, and Virginia.
  • Influencer & Content Creator Engagement: Partnered with influencers and content creators who joined CASA’s Facebook Lives and produced exclusive content to educate and mobilize Latino audiences.

Impact:

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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