The 2010 Census faced unprecedented challenges: a more diverse America, emerging social media, and historically undercounted communities skeptical of government. For the first time ever, the Census Bureau implemented a fully integrated communications plan.

Over 18 months, Weber Shandwick served as primary PR subcontractor. The design work included 10+ culturally specific toolkits tailored to faith-based, African American, Latino, and other hard-to-reach communities—using color psychology, culturally resonant imagery, and appropriate messaging for each audience. The design scope spanned national posters and brochures that helped the broader campaign generate 20 million+ views and achieve record participation.

The work earned an AIGA MN Creative Block Award. The broader integrated campaign finished $1.9 billion under budget.