The 2020 Census was at risk of low response rate as COVID-19 impacted the government's ability to recruit and send census workers door-to-door.
Yet we know that the census impacts political representation as well as dozens of critical social services, education, and infrastructure programs for the next decade.
This was the first Census in US history where residents have the ability to complete it online. This gave Facebook the opportunity to use it's strengths of reach and targetting to aid the government in helping residents complete the census online. We created a promotion in Newsfeed that encouraged residents to complete the census online and to share with their friends to create even more reach.
We reached over 200M US residents and made up 48% of all traffic to 2020census.gov
I played a small role in this effort, which was supported by other amazing designers including Stefanie Schwemlein and Jacob Berlow.