Communications Shop created Lucas as the main character and spokesperson of this campaign. Lucas is a 13-year-old boy helping his friends and family participate in the Census, clearing common fears and misconceptions. We launched the campaign in three states securing media coverage for these efforts in USA Today and The Washington Post. Communications Shop designed and executed a digital strategy targeting Latinos in Maryland, Pennsylvania, and Virginia. As part of the strategy, influencers and content creators joined CASA via Facebook Lives and other exclusive content to educate on the importance of the 2020 Census. In just four months, we reached over 5 million impressions.