Count Children

Community
Schools

Money People Jobs

Education Health

Message Manual
Increasing Democratic Participation:
Motivating Undercounted Populations
to Be Counted in the 2010 Census
A Resource for Census Activists

The image above shows words used most frequently by people in the research study to describe benefits of participating in the Census.
  

ABOUT  THIS  MANUAL  

 
 
This  Message  Manual  was  developed  as  a  resource  for  those  working  to  
encourage  people  to  take  part  in  the  2010  Census.    
 
The  U.S.  Census  Bureau  hopes  that  the  2010  Census  will  be  more  complete  
and  accurate  than  ever  before.    Its  Web  site  states:    “Before  we  begin  a  new  
chapter  in  American  history,  we  need  to  understand  who  we  are  right  now.  
The  2010  Census  aims  to  count  all  U.S.  residents  —  citizens  and  non-­‐citizens  
alike.”        
 
The  Census  Bureau  has  long  recognized,  however,  that  certain  populations  
have  historically  been  underrepresented  in  the  count.    Obstacles  to  
participation  in  the  Census,  including  misunderstanding  of  what  it  is  and  why  
it  is  necessary,  have  played  a  considerable  role  in  this  undercount.  
 
Obstacles  are  especially  pronounced  among  those  who  are  skeptical  about  
the  prospects  for  change,  distrustful  of  government  in  general,  or  fearful  that  
filling  out  the  Census  form  could  expose  them  to  negative  consequences.    
The  messages  and  activities  offered  here  are  designed  to  help  overcome  
these  obstacles  and  motivate  historically  undercounted  populations  to  fill  out  
the  Census  form  and  be  counted.      
 
Government  agencies,  nonprofit  organizations,  businesses,  grassroots  
groups,  and  foundations  from  every  part  of  the  country  are  working  to  
augment  the  efforts  of  the  Census  Bureau  in  ensuring  that  the  2010  count  is  
more  complete  and  accurate  than  ever.  This  manual  was  developed  as  a  
resource  to  help  them  make  the  case  for  full  participation  in  the  Census.      
 
The  messages  were  developed  with  input  from  community  organizations  
across  the  country,  as  well  as  funders,  and  have  resulted  from  in-­‐depth  
testing  with  people  who  are  among  the  most  chronically  undercounted  
groups  –  Black  men  and  undocumented  Latino  immigrants.    The  research  and  
development  of  the  manual,  carried  out  by  a  team  of  researchers  managed  
by  Hattaway  Communications,  was  supported  by  the  Democracy,  Rights  and  
Justice  Program  at  the  Ford  Foundation  and  reflects  the  foundation’s  long-­‐
standing  commitment  to  full  democratic  participation.  
 
We  hope  this  manual  will  contribute  in  some  small  way  to  a  2010  Census  that  
gets  closer    to  the  full,  fair,  and  complete  count  of  the  U.S.  population  
envisioned  in  the  Constitution.      
 
 
 
 
 Contents  
 
 
 

1.  
  Communicating  the  Message  Effectively  
   
   
The  Method                         5  
Explains  the  strategic  approach  utilized  to  develop  the  messages  recommended  in  the  manual.  
 
 
The  Message                         7  
Presents  a  persuasive  case  for  filling  out  the  Census  form,  with  messages  for  populations  that    
tend  to  be  undercounted,  in  general,  and  Black  men  and  undocumented  immigrants,  in    
particular.    
 
 
The  Message  Explained                   11  
Highlights  key  terms  and  phrases,  and  explains  why  these  words  have  been  strategically  selected.  

 
 
 
 
 

2.  
  Responding  to  Questions  &  Delivering  the  Message  
   
   
Answers  to  Key  Questions                   15  
Suggests   answers   to   tough   and/or   commonly   asked   questions.     A   number   of   themes   in   the   manual  
anticipate  and  preempt  some  of  the  more  critical  questions.  
 
 
Communications  Recommendations                 19  
Offers  ideas  for  delivering  the  message.  
 
 
 
 
 
 
 
 
3.  
  Understanding  the  Strategy  Behind  the  Message    
   
   
Research  Findings  &  Implications                 22  
Summarizes  results  of  interviews  with  community  advocates  and  message-­‐testing  focus  groups  
with  Black  men  and  undocumented  Latino  immigrants,  which  informed  the  development  of  the  
message.  
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 Communicating  the  
Message  Effectively  
 
 
 
 
 
This  chapter  provides  language  you  can  use  to  create  an  effective  
message  for  the  community  you  serve.  
 
We  encourage  you  to  use  the  language  provided  to  ensure  that  
everyone  in  your  organization  is  presenting  a  consistent  message  in  
all  communications.    
 
Sections  with  this  icon  to  the  left  indicate  content  available  to  copy-­‐
and-­‐paste  in  the  Word  document  accompanying  this  manual.    
 
 
 
 
 
 
The  Method                     5  
Explains  the  strategic  approach  utilized  to  develop  the  messages.  
 
 
The  Message                   7  
Presents  a  persuasive  case  for  filling  out  the  Census  form,  with  messages  for  populations  that    
tend  to  be  undercounted,  in  general,  and  Black  men  and  undocumented  immigrants,  in    
particular.    
 
 
The  Message  Expanded                 11  
Highlights   key   terms   and   phrases,   and   explains   why   these   words   have   been   strategically  
selected.  
 
 
 COMMUNICATING  THE  MESSAGE  EFFECTIVELY  

 
Method  and  Message  Explained  
 
 
Aspirational  Communications  Model  
The  messages  in  this  manual  are  designed  to  motivate  people  by  appealing  to  them  at  
multiple  levels,  as  shown  in  the  pyramid  below.    In  addition  to  providing  clear  information  
about  the  issue,  a  motivating  message  speaks  to  people’s  hopes  for  themselves,  their  families  
and  their  communities;  strikes  an  emotional  chord;  and  leverages  social  influences  to  drive  
people’s  attitudes  and  actions.  The  messages  recommended  in  this  manual  are  designed  to  
appeal  to  people  at  all  of  these  levels.  
 

 
           

CENSUS  MESSAGE  MANUAL     5  

COMMUNICATING  THE  MESSAGE  EFFECTIVELY  

 
 
Word-­‐of-­‐Mouth  Messages  
 
The  messages  are  specifically  designed  to  facilitate  word-­‐of-­‐mouth  communication  —
the  most  powerful  way  to  deliver  a  persuasive  message.    Message-­‐testing  focus  groups  
employed  research  methods  designed  to  elicit  language  from  participants  that  people  
in  the  target  populations  would  retain  and  repeat.    Messages  were  then  crafted  with  
words  and  phrases  used  by  participants  to  talk  among  themselves  about  the  Census.  
 
For  a  word-­‐of-­‐mouth  message  to  be  effective,  people  must  be  able  to  retain  it,  repeat  
it  –  and  find  it  both  meaningful  and  motivating.  
 

RETAIN  
Avoid  unnecessary  words  that  make  the  message  harder  to  remember.  
 
 

REPEAT  
Use  clear  and  vivid  words  and  phrases  that  people  will  want  to  repeat.  
 
 

COMMUNICATE  MEANING  
Focus  on  key  phrases  that  communicate  the  meaningful  elements  of  the  larger  idea.  
 
 

MOTIVATE  ACTION  
Speak  to  people’s  aspirations  and  emotions  with  a  compelling  call  to  action.  
 

6       CENSUS  MESSAGE  MANUAL        

 COMMUNICATING  THE  MESSAGE  EFFECTIVELY  

  The  Message    
 

 Historically  Undercounted  Populations  

 
The   Census   is   a   count   of   all   the   people   in   the   United   States.     It’s   Purpose  and  
used   to   distribute   government   money   to   communities   for   schools,   Benefits  of  the  
Census  
hospitals,  and  programs  like  job  training  that  help  people.    It’s  also    

used   by   businesses   to   determine   where   to   open   new   shops,  

grocery  stores,  and  restaurants.      
 
The  Census  form  comes  in  the  mail,  and  takes  about  10  minutes  to   Simple  
Description  
fill  out  and  send  back.  
 
In   times   like   these,   it   doesn’t   make   sense   to   leave   money   on   the  
Appeal  to  Values  
table  for  somebody  else  to  take.    Filling  out  the  Census  form  helps  
organizations  that  advocate  for  our  families  and  community  fight  
for  our  fair  share  of  government  money.      
 
Filling  out  the  Census  form  is  a  free  and  easy  way  to  fight  for  the  
Call  to  Action  
resources  and  respect  our  community  deserves.  It’s  up  to  each  of  
us  to  make  sure  our  community  counts.      
 
Be  smart.    Be  counted.  

CENSUS  MESSAGE  MANUAL     7  

COMMUNICATING  THE  MESSAGE  EFFECTIVELY  

 
Black  Men  
 
The   Census   is   a   count   of   all   the   people   in   the   United   States.    
Purpose  and  
Benefits  of  the   It’s  used  to  distribute  government  money  to  communities  for  
Census  
  schools,   hospitals,   and   programs   like   job   training   that   help  
people.   It’s   also   used   by   businesses   to   determine   where   to  
open  new  shops,  grocery  stores,  and  restaurants.      
 
The   Census   form   comes   in   the   mail,   and   takes   about   10  
Simple  
Description   minutes  to  fill  out  and  send  back.  
 
In   times   like   these,   it   doesn’t   make   sense   to   leave   money   on  
Appeal  to  Values  
the   table   for   somebody   else   to   take.   Filling   out   the   Census  
form   helps   organizations   that   advocate   for   our   families   and  
community  fight  for  our  fair  share  of  government  money.      
 
Things   are   changing.   Millions   of   people   voted   for   the   first  
Appeal  to  Hope  
time   to   elect   an   African   American   man   to   the   highest   office   in  
the   land.   Voting   for   President   Obama   was   a   step   forward.   It’s  
time  to  take  another  step  and  fill  out  the  Census  form.  
 
Filling  out  the  Census  form  is  a  free  and  easy  way  to  fight  for  
Call  to  Action  
the  resources  and  respect  our  community  deserves.  It’s  up  to  
each  of  us  to  make  sure  our  community  counts.      
 
Be  smart.  Be  counted.  
 
 
 

8       CENSUS  MESSAGE  MANUAL        

 COMMUNICATING  THE  MESSAGE  EFFECTIVELY  

Undocumented  Immigrants    
 
The   Census   is   a   count   of   all   the   people   in   the   United   States.   It’s   Purpose  and  
used   to   distribute   $400   billion   every   year   in   government   money   to   Benefits  of  the  
Census  
communities   for   schools,   hospitals,   and   programs   like   job   training    

that  help  people.  It’s  also  used  by  businesses  to  determine  where  
to  open  new  shops,  grocery  stores,  and  restaurants.  
 
The  Census  form  comes  in  the  mail,  and  takes  about  10  minutes  to   Simple  
Description  
fill   out   and   send   back.   The   form   does   not   ask   about   immigration  
status.  
 
In   times   like   these,   it   doesn’t   make   sense   to   leave   money   on   the  
Appeal  to  Values  
table   for   somebody   else   to   take.   We   contribute   to   this   country   –  
and   our   families   and   community   deserve   their   fair   share.   Filling  
out   the   Census   form   helps   organizations   that   advocate   for   our  
families   and   community   fight   for   our   fair   share   of   government  
money.      
 
Filling  out  the  Census  form  is  a  free  and  easy  way  to  fight  for  the  
Call  to  Action  
resources  and  respect  our  community  deserves.  It’s  up  to  each  of  
us  to  make  sure  our  community  counts.  
 
Be  smart.  Be  counted.  
 

CENSUS  MESSAGE  MANUAL     9  

COMMUNICATING  THE  MESSAGE  EFFECTIVELY  

 
Undocumented  Latino  Immigrants  (Spanish)  
 
El   Censo   es   un   conteo   de   todas   las   personas   que   viven   en   los  
Purpose  and  
Benefits  of  the   Estados   Unidos.   Los   resultados   son   utilizados   para   la   justa  
Census  
distribución,   cada   año,   de   cuatrocientos   mil   millones   dólares   de  
dinero   gubernamental   que   puede   ser   usado   en   nuestras  
comunidades   para   escuelas,   hospitales   y   programas   como  
entrenamiento  de  empleos  que  ayudan  a  las  personas  a  superarse.  
Esta   información   también   es   utilizada   por   empresas   y   negocios  
para   determinar   donde   abrir   nuevas   tiendas,   supermercados   y  
restaurantes.    
 
El   cuestionario   del   Censo   llega   a   través   del   correo,   toma   diez  
Simple  
Description   minutos  en  completarlo  y  enviarlo    de  vuelta.    Ni  siquiera  pregunta  
sobre  tu  estatus  migratorio.  
 
En   tiempos   como   estos,   no   deberíamos   desaprovechar   la  
Appeal  to  Values  
oportunidad   y   dejar   fondos   sin   utilizar   ya   que   alguien   más   los  
utilizará.   Nosotros   contribuimos   a   esta   sociedad.   Nos   hemos  
ganado  el  derecho  para  que  nuestra  comunidad  y  nuestras  familias  
participen   de   esos   fondos.   Completar   el   Censo   le   permite   a  
organizaciones   que   abogan   por   nuestra   comunidad   y   nuestras  
familias  a  obtener  esos  fondos.  
 
Completar  el  Censo  es  una  manera  fácil  de  luchar  por  los  recursos  y  
Call  to  Action  
el   respeto   que   nuestra   comunidad   se   merece.   Depende   de   todos  
nosotros  asegurar  que  nuestra  comunidad  cuente.  
 
Se  inteligente.  Déjate  contar.  

10       CENSUS  MESSAGE  MANUAL        

 COMMUNICATING  THE  MESSAGE  EFFECTIVELY  

 
The  Message  Explained  
 
 
Purpose  and  Benefits  of  the  Census  
 
Words  in  red  indicate  themes  and  messages  specifically  intended  for  undocumented  
immigrants.    Words  in  green  indicate  themes  and  messages  intended  specifically  for  Black  
men.  
 
 
The  Census  is  a  count  of  all  the  people  in  the  United  States  that’s  
used   to   distribute   $400   billion   every   year   in   government   money   to  
communities   for   schools,   hospitals,   and   programs   like   job   training  
that  help  people.  It’s  also  used  by  businesses  to  determine  where  
to   open   new   shops,   grocery   stores,   and   restaurants.   The   Census  
form   comes   in   the   mail,   and   takes   about   10   minutes   to   fill   out   and  
send  back.    The  form  does  not  ask  about  immigration  status.  
 
 
• Communicates  the  purpose  of  the  Census,  which  can  help  alleviate  concerns  that  the  
information  is  used  against  people  
 
• Conveys  that  a  large  amount  of  money  is  available  to  be  distributed  among  
communities  
 
• Ties  participation  to  the  tangible  community  benefits  most  often  cited  by  focus  group  
participants  
 
• Helps  people  visualize  the  experience  of  receiving  and  filling  out  the  form  
 
• Directly  addresses  the  main  concern  expressed  by  undocumented  Latino  immigrants  
 
 
 

CENSUS  MESSAGE  MANUAL     11  

COMMUNICATING  THE  MESSAGE  EFFECTIVELY  

 
Appeal  to  Values  
 
 
 
We   contribute   to   this   country—and   our   children   and   community  
deserve  their  fair  share.  In  times  like  these,  it  doesn’t  make  sense  
to   leave   money   on   the   table   for   somebody   else   to   take.   Filling   out  
the  Census  form  helps  organizations  that  advocate  for  our  families  
and  community  fight  for  our  fair  share  of  government  money.      
 
 
• Speaks  to  the  value  of  “fairness”  and  the  desire  to  be  recognized  and  rewarded  for  
contributions  to  society    
 
• Echoes  top-­‐of-­‐mind  concerns  about  the  economy  
 
• Avoids  overselling  community  benefits  by  saying  the  data  is  needed  to  advocate  for  
funding,  rather  than  implying  that  funding  is  delivered  automatically  
 

12       CENSUS  MESSAGE  MANUAL        

 COMMUNICATING  THE  MESSAGE  EFFECTIVELY  

 
Appeal  to  Hope  
 
 
 
Things  are  changing.  Millions  of  people  voted  for  the  first  time  to  
elect   an   African   American   man   to   the   highest   office   in   the   land.  
Voting  for  President  Obama  was  a  step  forward.  It’s  time  to  take  
another  step  and  fill  out  the  Census  form.    
 
 
 
• Responds  to  cynicism  expressed  by  Black  men  by  citing  Obama’s  election  as  an  
example  of  change  
 
• Subtly  frames  Census  participation  as  a  means  of  continuing  a  narrative  of  historical  
progress  for  Black  men  
 
 
 
Call  to  Action  
 
 
 
Filling  out  the  Census  form  is  a  free  and  easy  way  to  fight  for  the  
resources  and  respect  our  community  deserves.  It’s  up  to  each  of  
us  make  sure  our  community  counts.    Be  smart.    Be  counted.  
 
 
 
• Draws  an  implicit  comparison  to  other,  more  costly  ways  of  helping  one’s  community  
 
• Positions  participation  as  a  means  of  fighting  for  the  “respect”  many    focus  group  
participants  indicated  they  wanted  for  their  communities  
 
• Plays  on  the  double  meaning  of  the  word  “count”  to  speak  to  people’s  desires  to  have  
their  communities  matter  and  be  acknowledged  as  part  of  the  fabric  of  the  nation  
 
• Suggests    a  personal  responsibility  to  the  community  to  act  
 
• Positions  participation  as  the  “smart”  thing  to  d0  
 

CENSUS  MESSAGE  MANUAL     13  

 Responding  to  Questions  
and  Delivering  the  Message  
 
 
 
 
 
The  messages  recommended  in  the  previous  section  are  focused  on  a  
few  key  themes  intended  to  raise  interest  and  motivate  people  to  fill  
out  the  Census  form  –  but  they  don’t  answer  all  the  questions  people  
will  have  about  the  Census.      
 
This  section  suggests  concise  answers  to  key  questions,  plus  tips  for  
delivering  the  message  in  your  community.    
 
Sections  with  this  icon  to  the  left  indicate  content  available  to  copy-­‐
and-­‐paste  in  the  Word  document  accompanying  this  manual.    
 
 
 
 
 
 
 
 
Answers  to  Key  Questions               15  
Suggests  answers  to  commonly  asked  questions.  A  number  of  themes  in  the  manual  anticipate  
and  preempt  some  of  these  questions.  
 
 
Communications  Recommendations             19  
Provides  ideas  and  pointers  for  things  you  can  do  to  communicate  the  message  effectively.  
 
 
 
 
 RESPONDING  TO  QUESTIONS  AND  DELIVERING  THE  MESSAGE  

 
 
 

Answers  to  Key  Questions  

 
 
What  does  the  Census  form  ask?  
The  Census  form  only  asks  ten  simple  questions.    The  form  does  not  ask  about  your  
immigration  status,  criminal  record,  tax  payments,  child  support  or  other  information  that  you  
might  want  to  keep  private.    Here’s  the  actual  form:  
 
 
Fold line ➞

U.S. DEPARTMENT OF COMMERCE

Economics and Statistics Administration
This is the official form for all the people at this address. U.S. CENSUS BUREAU
It is quick and easy, and your answers are protected by law.

5. Please provide information for each person living here. Start with a
Use a blue or black pen. person living here who owns or rents this house, apartment, or mobile
home. If the owner or renter lives somewhere else, start with any adult
Start here living here. This will be Person 1.
What is Person 1’s name? Print name below.
The Census must count every person living in the United Last Name
States on April 1, 2010.
Before you answer Question 1, count the people living in
this house, apartment, or mobile home using our guidelines. First Name MI

• Count all people, including babies, who live and sleep here
6. What is Person 1’s sex? Mark I
K ONE box.
J
most of the time. Male Female
The Census Bureau also conducts counts in institutions 7. What is Person 1’s age and what is Person 1’s date of birth?
and other places, so: Please report babies as age 0 when the child is less than 1 year old.
PY

• Do not count anyone living away either at college or in the Age on April 1, 2010
PY
Print numbers in boxes.
Month Day Year of birth
Armed Forces.
• Do not count anyone in a nursing home, jail, prison,
O

O
detention facility, etc., on April 1, 2010.
➜ NOTE: Please answer BOTH Question 8 about Hispanic origin and
• Leave these people off your form, even if they will return to Question 9 about race. For this census, Hispanic origins are not races.
C

live here after they leave college, the nursing home, the
military, jail, etc. Otherwise, they may be counted twice. 8. Is Person 1 of Hispanic, Latino, or Spanish origin?
No, not of Hispanic, Latino, or Spanish origin
L

The Census must also include people without a permanent

place to stay, so: Yes, Mexican, Mexican Am., Chicano

Fold Line
A

Yes, Puerto Rican

• If someone who has no permanent place to stay is staying
Yes, Cuban
N

here on April 1, 2010, count that person. Otherwise, he or

she may be missed in the census. Yes, another Hispanic, Latino, or Spanish origin — Print origin, for example,

➞
Argentinean, Colombian, Dominican, Nicaraguan, Salvadoran, Spaniard, and so on. C
O

1. How many people were living or staying in this house,

apartment, or mobile home on April 1, 2010?
TI

pleted form to: Number of people = 9. What is Person 1’s race? Mark I
K one or more boxes.
J
A

2. Were there any additional people staying here White

April 1, 2010 that you did not include in Question 1? Black, African Am., or Negro
M

Mark IK all that apply.

J American Indian or Alaska Native — Print name of enrolled or principal tribe. C
Children, such as newborn babies or foster children
R

Relatives, such as adult children, cousins, or in-laws

a.m. and 9:00 p.m., Nonrelatives, such as roommates or live-in baby sitters Asian Indian Japanese Native Hawaiian
FO

People staying here temporarily Chinese Korean Guamanian or Chamorro

No additional people Filipino Vietnamese Samoan
10 between
3. Is this house, apartment, or mobile home — Other Asian — Print race, for Other Pacific Islander — Print
IN

Mark I
K ONE box.
J example, Hmong, Laotian, Thai, race, for example, Fijian, Tongan,
ario, llame al Pakistani, Cambodian, and so on. C and so on. C
Owned by you or someone in this household with a
ada telefónica mortgage or loan? Include home equity loans.
Owned by you or someone in this household free and
clear (without a mortgage or loan)? Some other race — Print race. C
Rented?
about 10 minutes to Occupied without payment of rent?
nts regarding this burden
9-C, U.S. Census
4. What is your telephone number? We may call if we 10. Does Person 1 sometimes live or stay somewhere else?
don’t understand an answer.
comments to No Yes — Mark I
K all that apply.
J
Area Code + Number
– In college housing For child custody
ys a valid approval –
In the military In jail or prison
OMB No. 0607-0919-C: Approval Expires 12/31/2011. At a seasonal In a nursing home
or second residence For another reason
Form D-61 (1-15-2009)
➜ If more people were counted in Question 1, continue with Person 2.
USCENSUSBUREAU

Fold line ➞ D-61- Prints Pantone PROCESS CYAN (10%. 20%, 25%,50% and 100%)
D-61- Base prints in BLACK

CENSUS  MESSAGE  MANUAL     15  

RESPONDING  TO  QUESTIONS  AND  DELIVERING  THE  MESSAGE  

 
 
 
How  does  the  Census  Bureau  use  my  personal  information?  
The  Census  form  only  asks  the  most  basic  information.    The  answers  you  give  on  the  form  are  
grouped  with  everyone  else’s  answers  to  produce  statistics.    They  don’t  report  what  you  said  on  
your  individual  form.    For  example,  rather  than  reporting  your  age,  the  Census  Bureau  reports  
the  average  age  of  everybody  in  your  neighborhood  or  city.      Here’s  an  example  of  what  the  
information  looks  like:  
 
 

Census Data for New York City, NY

Number of Percent of the
Population
People Population
Total Population 8,008,278

Gender
Male 3,794,204 47.40%
Female 4,214,074 52.60%

Age
Under 5 years 540,878 6.80%
18 years and over 6,068,009 75.80%
65 years and over 937,857 11.70%

Race
One race 7,614,319 95.10%
White 3,576,385 44.70%
Black or African American 2,129,762 26.60%
American Indian and 41,289 0.50%
Alaska Native
Asian 787,047 9.80%
Native Hawaiian and 5,430 0.10%
Other Pacific Islander
Some other race 1,074,406 13.40%
Two or more races 393,959 4.90%
Hispanic or Latino (of any race) 2,160,554 27%

Jobs
Number of People that are Working 3,626,865 57.80%

Family Size
Average family size 3.32

16                                                                                                                                                                       CENSUS  MESSAGE  MANUAL    

 RESPONDING  TO  QUESTIONS  AND  DELIVERING  THE  MESSAGE  

Will  my  information  be  sold  to  businesses,  reported  to  law  enforcement,  or  given  to  other  
government  agencies?  
 
No.    The  Census  Bureau  does  not  share  your  personal  information  with  telemarketers,  
businesses,  law  enforcement,  or  other  government  agencies.    Only  city  and  neighborhood  
statistics  are  provided,  like  in  the  example  above.    
 
 
How  do  I  know  my  personal  information  will  be  kept  confidential?  
 
It’s  actually  against  the  law  for  anyone  in  the  Census  Bureau  to  disclose  your  personal  
information.    They  can  go  to  prison  for  up  to  5  years  and/or  pay  a  fine  up  to  $250,000.    

 
Why  does  the  Census  form  ask  for  my  telephone  number?  
 
The  Census  Bureau  sometimes  calls  people  if  they  don’t  understand  answers  that  were  written  
on  the  form.    They  want  to  be  sure  they  have  the  correct  information.    
 
 
Why  does  the  Census  form  ask  about  my  race  and  ethnicity?  
 
It’s  very  important  that  you  fill  out  the  question  about  race  on  the  Census  form.    Information  
about  race  and  ethnicity  can  be  used  to  measure  how  different  groups  are  doing  in  today’s  
society  and  help  address  inequalities.      The  information  can  be  used  to  create  programs  that  
help  people,  like  bilingual  education  and  job  training.    The  government  and  community  
advocates  also  use  this  information  to  enforce  anti-­‐discrimination  laws.      
 
 
I  noticed  that  the  form  uses  the  term  “Negro.”    Why  does  the  form  use  a  word  that  some  
people  find  offensive?  
 
Black  people  have  different  perspectives  on  this,  depending  on  their  generation  and  where  they  
come  from.  According  to  the  Census  Bureau,  some  Black  people  still  prefer  this  term.  
 
 
What  should  I  do  if  I  don’t  receive  a  Census  form  in  the  mail?  
 
You  can  still  take  part  in  the  Census,  even  if  you  don’t  get  the  form  in  the  mail.    You  can  drop  by  
one  of  the  Be  Counted  Centers  right  here  in  our  area,  where  you  can  get  a  form.    
 
You  can  also  call  to  get  a  form.    You  can  call  the  Census  Bureau  toll  free  at    1-­‐866-­‐872-­‐6868.  If  
you  prefer  a  Spanish-­‐speaking  operator,  then  dial  1-­‐866-­‐928-­‐2010.  For  the  hearing-­‐impaired,  
TDD  1-­‐866-­‐783-­‐2010.    The  lines  are  open  from  8  a.m.  to  9  p.m.,  Eastern  Standard  Time,  seven  
days  a  week,  from  February  25  through  July  30,  2010.  
 

CENSUS  MESSAGE  MANUAL     17  

RESPONDING  TO  QUESTIONS  AND  DELIVERING  THE  MESSAGE  

What  should  I  do  if  I  need  help  filling  out  the  Census  form?  
 
Members  of  our  community  are  ready  to  help  at  Questionnaire  Assistance  Centers.    [Provide  
locations  of  local  centers].    Drop  in  for  help,  if  you  like.    
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

18                                                                                                                                                                       CENSUS  MESSAGE  MANUAL    

 RESPONDING  TO  QUESTIONS  AND  DELIVERING  THE  MESSAGE  

Communications  Recommendations  
 
Show  people  the  actual  Census  form.    Seeing  the  form  helps  alleviate  some  people’s  
concerns.    Show  people  the  form  whenever  possible,  and  include  the  image  online  and  in  public  
education  materials.    
 
Tell  stories  about  using  Census  information  to  fight  for  community  benefits.    Giving  
people  examples  of  how  Census  data  has  been  used  to  advocate  for  the  community  will  go  a  
long  way  in  demonstrating  the  importance  of  filling  out  the  form.  
 
Ask  trusted  members  of  the  community  and  trusted  personalities  to  serve  as  
spokespeople.    Respected  people  in  the  local  community,  such  as  teachers,  ministers,  
political  leaders  and  media  personalities,  can  explain  the  importance  of  filling  out  the  Census  
form  and  that  it’s  safe  to  do  so.    
 
Show  diversity  in  images  of  people  participating  in  the  Census.    In  educational  
materials,  images  of  people  filling  out  the  Census  form  should  feature  diverse  groups  of  people  
to  remind  the  audience  that  the  Census  benefits  the  whole  community.  
 
Make  answers  to  key  questions  available  online.    Focus  group  participants  indicated  they  
would  look  for  answers  to  their  questions  about  the  Census  on  the  Internet.    Your  organization  
can  post  information  and  Q&A  on  your  website.    You  can  create  a  special  landing  page  that  is  
search-­‐optimized  to  help  people  locate  it.    You  can  raise  the  visibility  of  the  landing  page  by  
purchasing  search  engine  advertising  on  sites  like  Google  or  Yahoo!    
 
Host  house  parties  or  other  community  events.    Bring  people  together  to  fill  out  the  
form.  
 
Leave  brochures  where  people  gather.    Brochures  explaining  the  Census  can  be  handed  
out  and  left  in  locations  where  members  of  undercounted  populations  congregate,  in  order  to  

CENSUS  MESSAGE  MANUAL     19  

RESPONDING  TO  QUESTIONS  AND  DELIVERING  THE  MESSAGE  

help  spark  conversations  and  spread  the  message.    The  messages  in  this  manual  can  be  used  to  
develop  these  brochures.  
 
Direct  people  to  Questionnaire  Assistance  Centers  and  Be  Counted  Centers.    Some  
people  might  be  embarrassed  about  their  inability  to  complete  the  Census  form,  due  to  
language  or  literacy  obstacles.    Questionnaire  Assistance  Centers  offer  assistance  in  filling  out  
the  form.  Be  Counted  Centers  provide  forms  to  people  who  might  not  have  received  them  in  
the  mail.  
 
 
 

20                                                                                                                                                                       CENSUS  MESSAGE  MANUAL    

Understanding  the  Strategy  
Behind  the  Message  
 
 
 
 
 
The  messages  and  recommendations  in  this  manual  are  based  on  
message  research  and  development  conducted  with  members  of  
undercounted  populations.      
 
This  section  explains  the  research  methodology,  key  findings  and  
how  they  informed  the  development  of  the  message.  
 
 
 
 
 
 
 
 
Research  Findings  &  Implications             22  
Summarizes   results   of   interviews   with   non-­‐profit   Census   advocates   and   message-­‐testing  
focus  groups  with  Black  men  and  undocumented  Latino  immigrants.  
 
 
 
 
 
 
UNDERSTANDING  THE  STRATEGY  BEHIND  THE  MESSAGE  

 
 
 

Research  Findings  &  Implications  

 
 
The  messages  and  recommendations  in  this  manual  are  based  on  message  research  and  
development  conducted  with  members  of  undercounted  populations.    From  June-­‐September  
2009,  a  team  of  researchers  from  Hattaway  Communications,  Inc.;  Research  Explorers™;  the  
University  of  Chicago;  and  Bendixen  and  Associates  worked  together  to  conduct  exploratory  
interviews  with  non-­‐profit  Census  advocates  and  message  development  focus  groups  with  
Black  men  and  undocumented  Latino  immigrants.      
 
Researchers  conducted  15  interviews  with  Ford  Foundation  grantees  that  work  with  
undercounted  populations,  which  provided  insights  into  obstacles  and  motivators  to  Census  
participation  among  these  groups.    Building  on  the  findings  from  the  interviews,  eight  focus  
groups  were  conducted  to  develop  and  test  messages.    The  message-­‐testing  focus  groups  were  
designed  to  get  participants  talking  about  what  they  liked  and  disliked  about  specific  messages,  
and  to  develop  language  that  would  resonate  in  their  communities.      
 
Focus  groups  were  conducted  in  New  York,  Chicago,  and  Miami.    Two  focus  groups  each  were  
conducted  with  undocumented  Latino  immigrant  men,  undocumented  Latino  immigrant  
women,  and  US-­‐born  Black  men.    Two  focus  groups  were  also  conducted  with  a  mixed  group  of  
US-­‐  and  foreign-­‐born  Black  men.  
 

 
 
 
 
 
 
 
 
 
 
 

22       CENSUS  MESSAGE  MANUAL      

   
 UNDERSTANDING  THE  STRATEGY  BEHIND  THE  MESSAGE  

Obstacles  to  Participation  

 
Key  obstacles  for  Black  men  were  a  lack  of  knowledge  about  the  Census,  cynicism  regarding  
the  potential  for  change,  apprehension  about  government  involvement  in  their  lives,  and  
concerns  regarding  how  information  would  be  used  and  shared.    It  is  important  to  note  that  
while  Black  men,  as  a  group,  were  highly  cynical  about  government  and  the  possibility  of  
change,  foreign-­‐born  Black  men  exhibited  less  cynicism  than  US-­‐born  Black  men.    
 
Undocumented  Latino  immigrants  were  knowledgeable  about  the  connection  between  Census  
participation  and  community  benefits,  in  part  because  a  majority  of  undocumented  Latino  
immigrant  participants  had  experienced  a  census  in  their  home  countries.    These  participants  
did  not  express  the  same  degree  of  cynicism  regarding  the  possibility  of  change  or  positive  
government  involvement  in  their  communities  as  Black  men  exhibited.      
 
Still,  undocumented  Latino  immigrants  did  express  some  degree  of  uncertainty  about  the  
benefits  of  participation.    For  this  audience,  key  obstacles  included  fears  of  Census  information  
being  shared  with  immigration  authorities  and  uncertainty  regarding  whether  the  benefits  for  
the  community  outweighed  the  risk  of  deportation.    
 
 
Lack  of  knowledge  about  the  Census  
Many  Black  men  and  undocumented  Latino  immigrants  indicated  that  they  did  not  understand  
what  the  Census  was,  or  how  it  was  used  by  the  government,  businesses  and  community  
organizations.    When  asked  to  rate  their  level  of  knowledge  about  the  Census,  the  majority  of  
participants  in  one  focus  group  indicated  that  they  knew  almost  nothing  about  the  Census.  
 
Participants  were  consistently  surprised  to  find  out  that  the  government,  businesses,  and  
community  organizations  could  use  information  collected  in  the  Census  to  improve  their  
communities:  
 
“[One  thing  that  made  the  Census  clearer  was  when  I  was  told]  it  was  a  head  
count  to  decide  how  to  use  resources.    I  didn’t  know  what  it  was  for.”  
 
“I  didn’t  know  businesses  and  other  corporations  would  use  it.”  
 
For  many,  uncertainty  regarding  the  purpose  of  the  Census  bred  distrust  and  presented  an  
obstacle  to  participation.    Some  expressed  that  additional  information  explaining  the  purpose  
of  the  Census  and  uses  of  Census  information  could  help  motivate  participation:  
 
“The  ‘why’  is  just  something  you  need  to  know  before  you  sign  anything.”  
 
“If  we  were  more  informed  [about]  what  was  going  to  happen  with  what  
we’re  filling  out,  we  would  all  do  it.”  

CENSUS  MESSAGE  MANUAL     23  

UNDERSTANDING  THE  STRATEGY  BEHIND  THE  MESSAGE  

Cynicism  
Black  men  expressed  considerable  cynicism  about  government  involvement  in  their  lives,  and  
did  not  initially  see  the  Census  as  a  tool  for  improving  their  communities:  
 
“[The  Census  is]  just  another  reason  for  Big  Brother  to  stay  informed.”  
 
“We  won’t  see  an  immediate  effect,  so  it’s  not  something  [Black  men]  
will  treat  with  concern.”  
 
Some  foreign-­‐  and  US-­‐born  Black  men  expressed  broader  skepticism  regarding  the  general  
possibility  of  change  in  their  communities.    US-­‐born  Black  men  were  more  likely  to  express  this  
type  of  cynicism:  
 
“When  things  are  good,  I  don’t  feel  it  [in  my  community].  When  things  are  
bad,  I  don’t  feel  it  [in  my  community].    It’s  the  same  old  thing  –  [nothing  
changes].”  
 
Focus  group  participants  who  believed  in  the  possibility  of  change  were  more  likely  to  
encourage  others  to  complete  the  Census  form.    This  suggested  the  need  for  a  message  that  
could  persuade  Black  men  that  change  can  happen.    Given  that  foreign-­‐  and  US-­‐  born  Black  
men  expressed  varying  degrees  of  cynicism,  the  recommended  messages  speak  to  the  
concerns  of  the  more  skeptical  audience  (US-­‐born  Black  men),  in  order  to  ensure  the  messages  
are  persuasive  to  both  audiences.    Some  participants  noted  the  importance  of  this  message  in  
motivating  them:  
 
“We’re  skeptical;  that’s  why  we  were  so  undercounted  for  years.    I  think  
change  is  on  its  way  back  around,  and  maybe  that  means  we  need  to  step  
up  and  [fill  out  the  Census  form].    It’s  a  wake-­‐up  call.”  
 
 
 
Fear  and  uncertainty  that  the  benefits  outweigh  the  risks  
Undocumented  Latino  immigrants  were  especially  likely  to  indicate  that  fear  of  deportation  
was  the  major  obstacle  to  participation:  
 
“The  fear  of  the  Immigration  Department  is  the  main  reason  people    
don’t  fill  it  out.”    
 
The  fear  connecting  Census  participation  to  deportation  was  so  prominent  for  this  audience  
that  participants  in  one  of  the  undocumented  Latino  focus  groups  were  reluctant  to  fill  out  the  
Census  form  in  a  mock  exercise.    They  perceived  the  form  as  a  trap  and  indicated  that  
undocumented  Latino  immigrants  would  absolutely  not  fill  it  out  if  they  believed  Census  
information  would  be  shared  with  immigration  authorities:  
   
“Everybody  thinks  that  this  is  like  a  trick  of  the  government  to  try  to  
obtain  your  information  and  then  come  get  you.”  
 

24       CENSUS  MESSAGE  MANUAL      

   
 UNDERSTANDING  THE  STRATEGY  BEHIND  THE  MESSAGE  

“[To  convince  someone  not  to  fill  out  the  Census  form],  I  would  tell  him  
that  this  information  will  be  used  by  immigration!  That  would  be  the  only  
thing  I  would  need  to  say!”  
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

CENSUS  MESSAGE  MANUAL     25  

UNDERSTANDING  THE  STRATEGY  BEHIND  THE  MESSAGE  

Strategies  for  Motivating  Participation  

 
Communicate  the  purpose  of  the  Census  
As  mentioned  above,  fears  regarding  the  uses  of  Census  information  were  exacerbated  by  a  
lack  of  information  about  the  purpose  of  the  Census  for  both  Black  men  and  undocumented  
Latino  immigrants.    Focus  group  participants  from  both  audiences  indicated  that  
communicating  the  purpose  of  the  Census  would  begin  to  alleviate  concerns,  and  could  help  
motivate  participation:  
 
“[If  you  want  people  to  feel  safe,  you  need  to  communicate  that]  the  
purpose  of  the  Census  is  to  help,  not  to  hurt.”  
 
“If  someone  would  explain  to  us  exactly  what  this  is  for,  how  it  is  going  to  
be  used,  and  what  the  benefits  of  giving  out  our  personal  information  are,  
I’m  sure  all  of  us  would  participate  in  filling  out  the  forms.”  
 
 
Show  the  Census  form  
Participants  in  focus  groups  were  asked  to  fill  out  the  actual  Census  form.    Upon  seeing  the  
form,  many  Black  men  and  undocumented  Latino  immigrants  indicated  that  the  form  was  
shorter  and  less  cumbersome  than  they  had  expected.    They  also  indicated  that  seeing  the  form  
made  them  feel  more  comfortable  filling  it  out:  
 
"This  is  it?  [Moderator:  How  long  do  you  think  it  would  take  you  to  
complete  it?]    Five  minutes…  Ten  minutes…  This  is  quick."  
 
 
Tie  participation  to  tangible  community  benefits  
Participants  frequently  alluded  to  specific  benefits  of  participation,  such  as  funding  for  schools  
and  education,  increased  access  to  jobs  and  job  training,  and  improved  hospitals.    They  were  
pleasantly  surprised  to  learn  that  filling  out  the  Census  form  could  help  them  get  businesses  to  
locate  in  their  communities.  
 
Black  men  were  more  likely  to  focus  on  after-­‐school  programs  that  would  help  keep  teenagers  
out  of  trouble.    Undocumented  Latino  immigrants,  meanwhile,  spoke  extensively  about  the  
importance  of  improving  local  hospitals.  
 
Participants  less  frequently  focused  on  political  representation  when  discussing  the  benefits  of  
the  Census.    They  understood  the  issue  when  it  was  presented,  but  it  seemed  more  abstract  
and  less  relevant  than  the  tangible  benefits  mentioned:  
 
“We  need  better  education  and  better  schools  to  get  a  better  life.”  
   
“We  need  [to  fill  out]  the  Census  to  have  more  hospitals  that  take  care  of  
everyone  –    even  if  they’re  undocumented  –  and  give  [people]  good  care.”  
 

26       CENSUS  MESSAGE  MANUAL      

   
 UNDERSTANDING  THE  STRATEGY  BEHIND  THE  MESSAGE  

“I  [think  the  most  persuasive  statement  is]  the  one  about  [job  training  and  
employment  programs].  We  need  more  jobs.”  
 
“I’m  not  [only]  motivated  by  the  money.    I’m  thinking  about  our  
community  –  where  we’re  at.    We  need  another  grocery  store.”  
 
 
Cite  the  $400  billion  figure  selectively  
Undocumented  Latino  immigrants  frequently  cited  the  fact  that  “$400  billion”  in  government  
money  is  allocated  using  Census  data:  
 
“[To  convince  someone  to  fill  out  the  Census],  I  would  tell  them  that  filling  
out  the  Census  will  help  our  community  get  its  fair  share  of  $400  billion  of  
government  money.    [That  money]  means  more  aid  for  education  and  for  
hospitals.”  
 
Black  men,  meanwhile,  very  rarely  mentioned  that  the  Census  was  used  to  determine  how  the  
government  distributed  “$400  billion.”    When  asked  why  they  did  not  use  this  figure,  many  
Black  men  expressed  that  the  concept  of  the  distribution  of  $400  billion  in  government  money  
was  too  abstract  and  unrealistic.    Instead,  they  recommended  simply  referring  to  available  
funds  as  “government  money.”  
 
 “Why  do  they  keep  saying  $400  billion?    That’s  losing  me.    I  don’t  think  
you  should  put  a  dollar  amount  there.”  
 
“If  you  say  ‘$400  billion,’  people  are  gonna  say  ‘who  sees  that?’    It’s  not  
believable.”  
 
 
Address  confidentiality  concerns  by  indicating  what  is  not  asked  on  the  Census  form  
Undocumented  Latino  immigrant  participants  recommended  a  direct  message  to  address  
concerns  about  the  connection  between  the  Census  and  “immigration  status:”  
 
“Undocumented  people  want  to  know,  so  tell  them  directly  that  the  
Census  does  not  ask  about  your  immigration  status.    I’d  say  it  just  like  
that.”  
 
“Everybody  is  very  fearful  about  immigration  status.    Tell  them,  ‘There’s  
not  one  single  question  in  the  form  that  asks  about  immigration  status,’  
and  they’ll  want  to  be  counted.”  
 
Messages  that  cited  the  “confidentiality”  of  the  form  or  the  safety  of  “personal  information”  
often  heightened  suspicions  among  both  Black  men  and  undocumented  Latino  immigrants  
regarding  how  the  data  might  be  used:  
 

CENSUS  MESSAGE  MANUAL     27  

UNDERSTANDING  THE  STRATEGY  BEHIND  THE  MESSAGE  

“I  don’t  believe  the  Census  is  totally  confidential.    Governments  steal.    

[People]  wouldn’t  believe  that  the  Census  doesn’t  share  personal  
information  either.”  
 
“It  can’t  be  confidential.    There’s  a  lot  of  stuff  that  [has]  been  said  to  be  
confidential  and  then  [it  comes  out].”  
 
 
 
Convey  the  possibility  of  change  to  overcome  cynicism  
To  help  overcome  cynicism  about  the  Census  contributing  to  positive  change  in  urban  
communities,  Black  male  participants  recommended  developing  a  message  demonstrating  that  
change  is  possible.    A  number  of  participants  suggested  utilizing  President  Obama’s  election  as  
an  example  of  change.  Participants  noted  that,  just  as  Obama’s  election  resulted  from  
collective  action,  changes  to  their  communities  could  result  from  completing  the  Census  form:  
 
“[Obama’s  election  is]  a  fact.    In  terms  of  result,  that  is  a  result.    In  terms  
of  hope,  that  was  a  step.”  
 
“If  you  do  [fill  it  out],  there’s  a  chance  [things  will  get  better].    It’s  not  
some  pie  in  the  sky,  they  will  rain  money,  [kind  of  thing],  just  like  voting  
for  Obama  doesn’t  mean  everything  changes.”  
 
 
Indicate  that  the  stakes  are  too  high  not  to  participate  
Participants  frequently  utilized  messages  regarding  the  tough  economic  climate,  which  
increased  resonance  and  believability  by  grounding  the  message  in  people’s  current,  day-­‐to-­‐
day  reality:  
 
“It’s  important.    During  these  hard  economic  times,  we  need  to  let  the  
government  know  we  exist.    We  should  allow  ourselves  to  be  counted  
because  it’s  necessary  for  the  distribution  of  government  funds  we  need.”  
 
To  motivate  participation,  participants  recommended  utilizing  messages  that  suggest  the  
potential  cost  of  non-­‐participation  to  their  community:  
 
“If  you’re  cheating  the  numbers,  you’re  cheating  yourself.    [You  either]  use  
it  or  lose  it.    If  we  do  not  have  an  accurate  number,  [the  government]  
cannot  accurately  provide  for  the  [people]  that  are  there.”  
 
 
 
 
 
 
 
 
 

28       CENSUS  MESSAGE  MANUAL      

   
 UNDERSTANDING  THE  STRATEGY  BEHIND  THE  MESSAGE  

Indicate  that  community  organizations,  rather  than  the  government,  will  fight  for  a  
community’s  fair  share    
To  make  the  benefits  more  believable  to  skeptical  audiences,  participants  recommended  
saying  that  local  organizations  which  advocate  for  communities  –  rather  than  the  government  –  
would  work  to  ensure  communities  received  their  fair  share  of  funding:  
     
“The  ‘government  [will  distribute]  $400  billion  [to  communities]’  
[message]  is  too  vague  –  with  the  community  advocates  you  know  what  
they’ll  be  doing  and  how  they’ll  be  doing  it."      
 
 
Describe  participation  in  the  Census  as  a  way  to  give  back  to  the  community  
Undocumented  Latino  immigrants  and  Black  men  alike  indicated  a  desire  to  have  an  
opportunity  to  help  their  communities:  
 
“I  like  “free  and  easy”  way.    Brothers  might  say  “it’s  free  and  easy,  I  can  do  
something  for  my  community.”  
 
 “[I  like  that  the  message  says  filling  the  Census  out]  will  help  us  change  
things  in  our  community.”  
 
 
Use  the  word  “count”  to  position  the  Census  as  a  way  to  fight  for  acknowledgement  and  
respect  
Both  in  English  and  Spanish,  the  phrase  “to  count”  or  “contar”  was  used  by  participants  to  mean  
both  “to  be  counted  in  the  Census”  and  “to  matter.”    Participants  often  played  on  the  dual  
meaning  of  the  phrase  “to  count,”  which  activated  important  motivations  to  show  that  the  
people  in  their  community  were  “visible,”  in  the  sense  of  mattering  or  being  recognized,  and  to  
ensure  that  their  community  had  a  political  “voice:”  
 
“With  our  work,  we  are  giving  to  this  land  in  order  to  develop  this  country,  
but  we  are  not  being  recognized.    They  don’t  want  to  give  us  what  we  
deserve.    We  need  all  of  us  to  be  recognized  as  human  beings.    Not  just  
what  we  offer  in  dollars.    When  we  allow  ourselves  to  count/be  counted,  
we  allow  the  government  to  understand  [this]  reality.”  
 
“[We  need  to  let  ourselves  be  counted/count]  so  that  Latinos  can  have  a  
place  in  this  society  and  our  voice  can  be  heard.”  
 
“We  need  to  be  counted  –  we  need  to  be  recognized  in  this  community.    
It’s  about  respect.”  
 
 
 
 
 
 

CENSUS  MESSAGE  MANUAL     29  

UNDERSTANDING  THE  STRATEGY  BEHIND  THE  MESSAGE  

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
Hattaway  Communications  is  a  mission-­‐driven  public  affairs  firm    
helping  visionary  leaders  and  organizations  achieve  ambitious    
goals  that  benefit  people  and  the  planet.    

30       CENSUS  MESSAGE  MANUAL