2020 Massachusetts Census Branding and Communication

Location: Massachusetts
Status: 2019-2020
Client: Massachusetts Immigrant and Refugee Advocacy Coalition (MIRA)
Collaborators: Massachusetts Statewide Complete Count Committee (SCCC), MassCounts, Natalie Wang
Impact Area: Spaces and Places of Belonging

In 2020 Grayscale assisted the Massachusetts Immigrant and Refugee Advocacy Coalition, the Statewide Complete Count Committee, and MassCounts to develop a comprehensive branding and communication package with both digital and print materials for organizer trainings to raise awareness of the Census, assuage concerns in our communities, and ensure a complete count.

Grayscale supported a robust social media campaign by activating Instagram, Facebook, local press, lawn signs, branded COVID masks and hand sanitizer, and other media advertising. Digital ads targeted historically undercounted cities with culturally aligned design and messaging, and other materials were used to lead educational and outreach trainings in all six regions across the state. The result was Massachusetts’ 2020 self-response rate surpassing the 2010 self-response rate.