The U.S. Census Bureau won a total of seven Blue Pencil/Gold Screen awards, including three first place awards, from the National Association of Government Communicators. The awards honor work during the 2010 Census Integrated Communications Campaign as well as other projects and were given for excellence in the following categories: media event, podcast, social media outreach, public service announcement and promotional campaign.
The Census Bureau, with a team of contractors, developed a communications campaign to create awareness and motivation about the 2010 Census. The campaign was multitargeted, multimedia and multilingual using traditional media like TV, radio, print as well as new media. The campaign complemented ongoing communications activities about Census Bureau data.
The Blue Pencil and Gold Screen awards competition salutes superior communications efforts of government agencies and recognizes the people who create them. Blue Pencil Award categories are designed for writing, editing, photography and published products, such as pamphlets, books, newsletters and other related materials. Gold Screen Award categories recognize audiovisual and multimedia products, including broadcast and Internet-based products.
The event “A New Portrait of America, First 2010 Census Results” won first place in the Blue Pencil Award media event category. On Tuesday,
Dec. 21, the nation received the first results from the 2010 Census as a new portrait of America began to take shape. The results included the resident population for the nation and the states, as well as the congressional apportionment totals for each state and were covered by media throughout the country.
The Profile America series won three Gold Screen Awards in the podcast category, including two first place awards. The entire series won a first place award and Profile America for Black History Month also placed first. The podcast “Al Día” also won a Gold Screen Award of Excellence. Profile America is a daily, 60-second feature that uses interesting vignettes from key events, observances or commemorations for that day to highlight information collected by the Census Bureau.
Social media use for the 2010 Census was recognized with a Gold Screen Award of Excellence. The Census Bureau used Facebook, Twitter, Flickr, YouTube and blogs to engage in a dialogue with the American people, reaching traditionally hard to count groups.
The 2010 Census Greg Biffle entry won second place in the Gold Screen Award public service announcement (PSA) category. The PSA showed the NASCAR star driving his car in a cul-de-sac while encouraging people to mail back their census forms. It utilized a trusted voice to communicate the importance of the 2010 Census and motivated participation among racing fans.
Finally, the Puerto Rico Doors campaign won a Blue Pencil Award of Excellence in the promotional campaign category. The print and out of home ads were developed to encourage participation during the nonresponse follow-up phase and were inspired by the unique antique doors of Puerto Rico.
“The Census Bureau is honored by the recognition it received from NAGC for its integrated communications campaign, which strove to reach everyone in America through a variety of communications techniques,” said Steve Jost, Associate Director for Communications.
In addition to the Blue Pencil and Gold Screen Awards, the 2010 Census communications campaign has received other recognitions. In March, the Advertising Research Foundation awarded the Census Bureau with two David Ogilvy Awards for excellence in advertising research. Last year, Mediaweek, a leading advertising industry trade publication, honored the 2010 Census advertising campaign with the “Best Multicultural Campaign” and “Best Branded Content” awards.