Case Study

Count Me 2020 Coalition

Census continues despite 'stay-at-home' order


The Count Me 2020 Coalition is a non-partisan group of more than 150 civic and community-based organizations from San Diego and Imperial Counties. Member organizations are committed to ensuring a complete and accurate count of the 14 "hard-to-count" populations identified by the State of California, and lifting the key barriers to Census participation.


Through earned media placements, encourage 2020 Census self-response among populations identified by the State of California as "hard-to-count." These are often people who are hardest hit economically by the COVID-19 pandemic, and also have mistrust towards anything a government asks them to do. However, our region needs an accurate Census count to help nonprofits and governments plan for an uncertain future with an accurate sense of who lives in our region.


Scatena Daniels adjusted the original media outreach strategy, messaging, and cadence of the campaign. Through messaging and visuals, we show how current pandemic is a resounding reminder to ensure our communities have the federal, state, and local funding it needs to meet San Diego County health needs and concerns. We use data provided by the client to determine how to refine media strategy and announcements. We also work in collaboration with the media specialists of the U.S. Census Bureau and the State of California, and also train coalition members to take b-roll video, photos and conduct media interviews via Skype and Zoom.

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