US Census
Objective: To encourage African Americans to respond to U.S. Census forms.
Implementation: Voices, Inc. implemented a national campaign intended to identify the markets targeting African American districts with extremely low returns of Census forms. Voices, Inc. successfully planned and placed the targeted radio media for the U.S. Census 2000 Education Phase which included:
- Top 10 urban markets
- Local 18 Census targeted markets
- Emerging markets such as Haitian/Caribbean and Sub Saharan communities
- American Urban Radio Network
Radio media consisted of :60 second spots that were focused on encouraging the importance of participation in an entertaining yet informative manner.
Results: Voices, Inc. successfully reached the goal of an average of 200 Gross Rating Points weekly, per market. Sixty percent of the media targeted the African American Consumer Market (AACM) 18-24 year old demographic. Furthermore, 40% of the media targeted the AACM 25-54 year old demographic. The entire campaign included station negotiations with over 350 radio stations across the country. Voices, Inc. additionally negotiated promotions, on-air congressional interviews, internet billboards, sponsorships and banners on behalf of our client. 
The Census Bureau's internal analysis stated that African American Households responded to this year's Census in greater numbers than they did 10 years ago. Due to the bureau's first ever paid advertising blitz, spearheaded by an African American advertising agency, the results of this year's Census returns measured for an overwhelming increase in AACM participation. 31% of African American households reported high levels of exposure to the bureau's campaign and Census officials estimate that the final response rate was as high as 76%, compared to 65% in 1990.
