Civic Engagement and 2020 US Census Campaign

PICO California, in collaboration with its statewide network of regional federations, comprising twelve non-profit organisations and nearly 650 religious congregations and neighborhood institutions, worked to represent diverse racial, economic, ethnic, and religious communities. Notably, 92% of PICO California’s member congregations are located in or near the hardest-to-count census tracts. Coordination with statewide and regional denominational partners enabled the strategic and widespread dissemination of information about the 2020 Census through these networks.

For the campaign, the concept and identity were designed in both English and Spanish with input from organisers and field teams. The materials were crafted using key frameworks that resonate with the communities. Video messages were collected from religious leaders to directly target their respective communities. These videos were edited, and illustrations of faith leaders with their quotes were created. The videos, graphics, and messaging were shared on social media, digital platforms, and through the network of federations in the form of a toolkit for further dissemination.

Additionally, merchandise for the 2020 Census was designed and distributed among community organisers who trained regional denominational partners. A Census toolkit, along with messaging and videos featuring faith leaders, was developed to resonate with the communities they serve. Training was provided to the affiliate network to enhance social media outreach, which included phone and text banking. Due to shelter-in-place restrictions, collaboration with faith partners allowed Census messaging to be integrated into online faith services, congregation phone trees, COVID-19 check-in calls, and included in COVID-19 care packages.