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Ra u l E. Cisneros Chief, 2010 Census Publicity Office U.S. Census Bureau

Ra u l E. Cisneros Chief, 2010 Census Publicity Office U.S. Census Bureau. NGLC Media, Marketing & Entertainment Conference. Discussion Topics. 2010 Census Integrated Communications Campaign (ICC) ICC Research 2010 Census Insights Native Born Hispanics Observations. ICC Elements.

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Ra u l E. Cisneros Chief, 2010 Census Publicity Office U.S. Census Bureau

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  1. Raul E. Cisneros Chief, 2010 Census Publicity Office U.S. Census Bureau NGLC Media, Marketing & Entertainment Conference

  2. Discussion Topics • 2010 Census Integrated Communications Campaign (ICC) • ICC Research • 2010 Census Insights • Native Born Hispanics • Observations

  3. ICC Elements Partnerships Earned Media/PR Paid Advertising Digital Census in Schools

  4. ICC Research - Audience Segmentation

  5. ICC Research - Census Barriers and Motivators Survey Communication Strategies Mindset Leading Turn most likely to respond individuals into Highly likely to respond but Edge advocates through targeted activism programs need to be re - familiarized 26% Head Overcome apathy or distractions with No major barriers but need Nodders to be prompted REMINDER FREQUENCY 41% Un - Overcome lack of familiarity through Not familiar with Census, acquainted its purpose and benefits EDUCATIONAL PROGRAMS 7% Resistant based on Overcome resistance with Insulated multiple participation Trusted Voice Contacts (ex: Live DJ Reads) 6% barriers Cynical Less likely to participate Overcome cynicism through based on cynicism that Fifth Census provides tangible Their “ hearts ” vs. minds (ex. : Olympics) 19% benefits

  6. Pre-test communications campaign materials: TV, Radio and Print Executions Copy Testing Round I: 27 Cities 78 in person Qualitative/Quantitative Sessions January and March 2009 Diverse American, Hispanics, Black, Asian, Emerging Markets, AIAN, NHPI, Puerto Rico Copy Testing Round II: 37 Qualitative Sessions August 2009 ICC Research - CopyTesting

  7. 21 Hispanic/Latino sessions with 319 participants Representation from Mexico, Cuba, Central/South American Countries, and Puerto Rico Gender, age, education, marital status, and income mix Actionable Findings: Include more diversity in audience specific materials Include more aspirational messaging to communicate progress and achievement Include references to family and future generations State that confidentiality is "Protected by Federal Law" to enhance credibility Refer to the bilingual form and Spanish website to build confidence that Census has taken Hispanics into account CopyTesting – HispanicLearnings

  8. 2010 Census Insights • The “race” question • Pew findings

  9. Community Poster Hispanic Targeted Advertising

  10. Almost 47 million total Hispanics in 2008 Approximately 29 million of them U.S. born Of the increase in the native born population from 2000 to 2008, 50 percent of those were Hispanic/Latino U.S. Born Hispanics

  11. 75 percent of U.S. born Hispanics are 34 and under. (Compared to 63 percent of all Hispanics.) 91 percent of Hispanics 18 and under are U.S. born. 1 in 5 of Americans 18 and younger are U.S. born Hispanics. U.S. Born Hispanics (cont.)

  12. Of the 14.4 million Hispanics who are 3 plus years old and enrolled in school, 85 percent of them are U.S. born Hispanics. In the adult population (25 years plus), U.S. born Hispanics have a higher educational attainment compared to all Hispanics U.S. Born Hispanics (cont.)

  13. In 2008, U.S. born Hispanics had a higher unemployment rate compared to all Hispanics. Of the 162,000 Hispanics in the armed forces, 81 percent of them were U.S. born. U.S. born Hispanics work less in manufacturing and construction, but more in retail, education and public administration. U.S. Born Hispanics (cont.)

  14. Of the 9.9 million Hispanics 5 plus years old who speak English only, 93 percent of them are U.S. born Hispanics. Of the 15.5 million Hispanics 5 plus years old who speak English less than very well, only 21 percent are U.S. born. U.S. Born Hispanics (cont.)

  15. U.S. born Hispanics 30 plus years old are less likely to live with grandchildren, but more likely to care for grandchildren, as compared to all Hispanics. U.S. Born Hispanics (cont.)

  16. Trends of U.S. born Hispanics bear more attention and research, particularly as this population is growing, relative to all Hispanics. How we ask someone’s race. What’s a 21st Century Hispanic? Observations

  17. Thank you! Raul E. Cisneros Chief 2010 Census Publicity Office (301) 763 – 5204 raul.e.cisneros@census.gov www.2010census.gov

  18. Background Information

  19. Population Growth 2000 - 2008 The Hispanic or Latino population accounts for over half of the native born growth in America. Source: Decennial Census 2000 and American Community Survey 2008

  20. Population by Age in 2008 This is especially true for native born Hispanics or Latinos for which over half are less than 18 years old The Hispanic or Latino population is younger than the US overall 1 in every 5 Americans younger than 18 is a native born Hispanic or Latino About 22% of the United States younger than 18 is Hispanic or Latino, wherein the vast majority are native born Note: Numbers are rounded to the nearest 1,000 Source: American Community Survey 2008

  21. School Enrollment in 2008 Proportionally, there are more native born Hispanics or Latinos than the overall US population in grade school Note: Numbers are rounded to the nearest 1,000 Source: American Community Survey 2008

  22. Educational Attainment Among Adults in 2008 Native Hispanics or Latinos have lower educational attainment than the US population overall. Note: Numbers are rounded to the nearest 1,000 Source: American Community Survey 2008 However, of the Hispanic or Latino population, native born individuals have a higher educational attainment.

  23. Employment of Individuals 16+ in 2008 Unemployment is higher among the Hispanic or Latino population, especially among those native born. Note: Numbers are rounded to the nearest 1,000 Source: American Community Survey 2008 Most of the Hispanics or Latinos in the armed forces are native born.

  24. Employment by Selected Industries in 2008 Native born Hispanics or Latinos work less in manufacturing and construction, but work more in education, public administration, and retail. Note: Numbers are rounded to the nearest 1,000 Source: American Community Survey 2008

  25. Languages Spoken at Home in 2008 A small percentage of native born Hispanics or Latinos that speak another language, speak English less than “very well”. The vast majority of Hispanics or Latinos who speak only English are native born Note: Numbers are rounded to the nearest 1,000 Source: American Community Survey 2008

  26. Care of Children in 2008 The native born Hispanic or Latino population is more likely to have extended family in their households than the general US population. Also, native born grandparents are more likely to take care of their grandchildren. Note: Numbers are rounded to the nearest 1,000 Source: American Community Survey 2008

  27. Housing Statistics in 2008 Native born Hispanics or Latinos are slightly more likely to own their own house rather than rent. Note: Numbers are rounded to the nearest 1,000 Source: American Community Survey 2008

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