11-12-09 FINAL - Motivating Under Counted Populations to Be Counted in the 2010 Census Message...

8/14/2019 11-12-09 FINAL - Motivating Under Counted Populations to Be Counted in the 2010 Census Message Manual Final

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Increasing Democratic Participation:

Motivating Undercounted Populationsto Be Counted in the 2010 Census

Message Manual

A Resource for Census Activists

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

Count

CommunityHealth

Schools

Education

Money

PeopleJobs

Children


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ABOUTTHISMANUAL

ThisMessageManualwasdevelopedasaresourceforthoseworkingto

encouragepeopletotakepartinthe2010Census.

TheU.S.CensusBureauhopesthatthe2010Censuswillbemorecomplete

andaccuratethaneverbefore.ItsWebsitestates:Beforewebeginanew

chapterinAmericanhistory,weneedtounderstandwhowearerightnow.

The2010CensusaimstocountallU.S.residentscitizensandnon-citizens

alike.

TheCensusBureauhaslongrecognized,however,thatcertainpopulations

havehistoricallybeenunderrepresentedinthecount.Obstaclesto

participationintheCensus,includingmisunderstandingofwhatitisandwhy

itisnecessary,haveplayedaconsiderableroleinthisundercount.

Obstaclesareespeciallypronouncedamongthosewhoareskepticalabout

theprospectsforchange,distrustfulofgovernmentingeneral,orfearfulthat

fillingouttheCensusformcouldexposethemtonegativeconsequences.

Themessagesandactivitiesofferedherearedesignedtohelpovercome

theseobstaclesandmotivatehistoricallyundercountedpopulationstofillout

theCensusformandbecounted.

Governmentagencies,nonprofitorganizations,businesses,grassroots

groups,andfoundationsfromeverypartofthecountryareworkingto

augmenttheeffortsoftheCensusBureauinensuringthatthe2010countismorecompleteandaccuratethanever.Thismanualwasdevelopedasa

resourcetohelpthemmakethecaseforfullparticipationintheCensus.

Themessagesweredevelopedwithinputfromcommunityorganizations

acrossthecountry,aswellasfunders,andhaveresultedfromin-depth

testingwithpeoplewhoareamongthemostchronicallyundercounted

groupsBlackmenandundocumentedLatinoimmigrants.Theresearchand

developmentofthemanual,carriedoutbyateamofresearchersmanaged

byHattawayCommunications,wassupportedbytheDemocracy,Rightsand

JusticeProgramattheFordFoundationandreflectsthefoundationslong-

standingcommitmenttofulldemocraticparticipation.

Wehopethismanualwillcontributeinsomesmallwaytoa2010Censusthat

getsclosertothefull,fair,andcompletecountoftheU.S.population

envisionedintheConstitution.


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Contents

AnswerstoKeyQuestions 15Suggestsanswerstotoughand/orcommonlyaskedquestions.Anumberofthemesinthemanual

anticipateandpreemptsomeofthemorecriticalquestions.

CommunicationsRecommendations 19Offersideasfordeliveringthemessage.

2.RespondingtoQuestions&DeliveringtheMessage

TheMethod 5Explainsthestrategicapproachutilizedtodevelopthemessagesrecommendedinthemanual.

TheMessage 7PresentsapersuasivecaseforfillingouttheCensusform,withmessagesforpopulationsthat

tendtobeundercounted,ingeneral,andBlackmenandundocumentedimmigrants,in

particular.

TheMessageExplained 11Highlightskeytermsandphrases,andexplainswhythesewordshavebeenstrategicallyselected.

1.CommunicatingtheMessageEffectively


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ResearchFindings&Implications 22Summarizesresultsofinterviewswithcommunityadvocatesandmessage-testingfocusgroupswithBlackmenandundocumentedLatinoimmigrants,whichinformedthedevelopmentofthe

message.

3.UnderstandingtheStrategyBehindtheMessage


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COMMUNICATINGTHEMESSAGEEFFECTIVELY

CENSUSMESSAGEMANUAL 5

MethodandMessageExplained

AspirationalCommunicationsModel

Themessagesinthismanualaredesignedtomotivatepeoplebyappealingtothemat

multiplelevels,asshowninthepyramidbelow. Inadditiontoprovidingclearinformation abouttheissue,amotivatingmessagespeakstopeopleshopesforthemselves,theirfamilies

andtheircommunities;strikesanemotionalchord;andleveragessocialinfluencestodrive

peoplesattitudesandactions.Themessagesrecommendedinthismanualaredesigned to

appealtopeopleatalloftheselevels.


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6 CENSUSMESSAGEMANUAL

Word-of-MouthMessages

Themessagesarespecificallydesignedtofacilitateword-of-mouthcommunicationthemostpowerfulwaytodeliverapersuasivemessage.Message

-testingfocusgroups

employedresearchmethodsdesignedtoelicitlanguagefromparticipantsthatpeople

inthetargetpopulationswouldretainandrepeat.Messageswerethencraftedwith

wordsandphrasesusedbyparticipantstotalkamongthemselvesabouttheCensus.

Foraword-of-mouthmessagetobeeffective,peoplemustbeabletoretainit,repeat

itandfinditbothmeaningfulandmotivating.

RETAIN

Avoidunnecessarywordsthatmakethemessagehardertoremember.

REPEAT

Useclearandvividwordsandphrasesthatpeoplewillwanttorepeat.

COMMUNICATEMEANING

Focusonkeyphrasesthatcommunicatethemeaningfulelementsofthelargeridea.

MOTIVATEACTION

Speaktopeoplesaspirationsandemotionswithacompellingcalltoaction.


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TheMessage

HistoricallyUndercountedPopulations

TheCensusisacountofallthepeopleintheUnitedStates.Its

usedtodistributegovernmentmoneytocommunitiesforschools,

hospitals,andprogramslikejobtrainingthathelppeople.Itsalso

used by businesses to determine where to open new shops,

grocerystores,andrestaurants.

TheCensusformcomesinthemail,andtakesabout10minutesto

filloutandsendback.

Intimeslikethese,itdoesntmakesensetoleavemoneyonthe

tableforsomebodyelsetotake.FillingouttheCensusformhelps

organizationsthatadvocateforourfamiliesandcommunityfight

forourfairshareofgovernmentmoney.

FillingouttheCensusformisafreeandeasywaytofightforthe

resourcesandrespectourcommunitydeserves. Itsuptoeachofustomakesureourcommunitycounts.

Besmart.Becounted.

Purposeand

Benefitsofthe

Census

AppealtoValues

CalltoAction

Simple

Description


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BlackMen

TheCensusisacountofallthepeopleintheUnitedStates.

Itsusedtodistributegovernmentmoneytocommunitiesfor

schools, hospitals, andprograms likejob training that help

people. Its also used bybusinesses to determine where to

opennewshops,grocerystores,andrestaurants.

The Census form comes in the mail, and takes about 10

minutestofilloutandsendback.

Intimeslikethese,itdoesntmakesensetoleavemoneyon

the table for somebody else to take.Filling out the Census

form helps organizations that advocate for our families and

communityfightforourfairshareofgovernmentmoney.

Things are changing. Millions of people voted for the first

timetoelectanAfricanAmericanmantothehighestofficein

theland.VotingforPresidentObamawasastepforward.Its

timetotakeanotherstepandfillouttheCensusform.

FillingouttheCensusformisafreeandeasywaytofightfor

theresourcesandrespectourcommunitydeserves.Itsupto

eachofustomakesureourcommunitycounts.

Besmart.Becounted.

PurposeandBenefitsofthe

Census

AppealtoValues

AppealtoHope

CalltoAction

Simple

Description


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UndocumentedImmigrants

TheCensusisacountofallthepeopleintheUnitedStates . Itsusedtodistribute$400billioneveryyearingovernmentmoneyto

communitiesforschools,hospitals,andprogramslikejobtraining

thathelppeople. Itsalsousedbybusinesses todeterminewhere

toopennewshops,grocerystores,andrestaurants.

TheCensusformcomesinthemail,andtakesabout10minutesto

filloutandsendback.Theformdoesnotaskaboutimmigration

status.

Intimeslikethese,itdoesntmakesensetoleavemoneyonthe

tableforsomebodyelsetotake.Wecontributetothiscountryandour families andcommunity 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.

FillingouttheCensusformisa freeandeasywaytofightforthe

resourcesandrespectourcommunitydeserves. Itsuptoeachof

ustomakesureourcommunitycounts.

Besmart.Becounted.

Purposeand

Benefitsofthe

Census

AppealtoValues

CalltoAction

Simple

Description


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UndocumentedLatinoImmigrants(Spanish)

El Censo es un conteo de todas las personas que viven en los

Estados Unidos. Los resultados son utilizados para la justa

distribucin, cada ao, de cuatrocientos milmillones dlaresde

dinero gubernamental que puede ser usado en nuestras

comunidades para escuelas, hospitales y programas como

entrenamientodeempleosqueayudanalaspersonasasuperarse.

Esta informacin tambin es utilizada por empresas y negocios

para determinar donde abrir nuevas tiendas, supermercados y

restaurantes.

El cuestionario del Censo llega a travs del correo, toma diez

minutosencompletarloyenviarlodevuelta.Nisiquierapregunta

sobretuestatusmigratorio.

En tiempos como estos, no deberamos desaprovechar la

oportunidad y dejar fondos sin utilizar ya que alguien ms los

utilizar. Nosotros contribuimos a esta sociedad. Nos hemos

ganadoelderechoparaquenuestracomunidadynuestrasfamilias

participen de esos fondos. Completar el Censo le permite a

organizaciones que abogan por nuestra comunidad y nuestras

familiasaobteneresosfondos.

CompletarelCensoesunamanerafcildelucharporlosrecursosy

elrespetoquenuestracomunidadsemerece.Dependedetodos

nosotrosasegurarquenuestracomun idadcuente.

Seinteligente.Djatecontar.

AppealtoValues

CalltoAction

Simple

Description

Purposeand

Benefitsofthe

Census


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TheMessageExplained

PurposeandBenefitsoftheCensus

Wordsinredindicatethemesandmessagesspecificallyintendedforundocumented

immigrants.WordsingreenindicatethemesandmessagesintendedspecificallyforBlack

men.

TheCensusisacountofallthepeopleintheUnitedStatesthats

usedtodistribute$400billioneveryyearingovernmentmoneytocommunitiesforschools,hospitals,andprogramslikejobtraining

thathelppeople. Itsalsousedbybusinessestodeterminewhere

toopennewshops,grocerystores, and restaurants.TheCensus

formcomesinthemail,andtakesabout10minutestofilloutand

sendback.Theformdoesnotaskaboutimmig rationstatus.

CommunicatesthepurposeoftheCensus,whichcanhelpalleviateconcernsthattheinformationisusedagainstpeople

Conveysthatalargeamountofmoney isavailabletobedistributedamongcommunities

Tiesparticipationtothetangiblecommunitybenefitsmostoftencitedbyfocusgroupparticipants

Helpspeoplevisualizetheexperienceofreceivingandfillingouttheform

Directlyaddressesthemainconcernexpressedbyundocumented Latinoimmigrants


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AppealtoValues

Wecontribute to this countryandour children andcommunity

deservetheirfairshare.Intimeslikethese,itdoesntmakesensetoleavemoneyonthetableforsomebodyelsetotake.Fillingout

theCensusformhelpsorganizationsthatadvocateforour familiesandcommunityfightforourfairshareofgovernmentmoney.

Speakstothevalueoffairnessandthedesiretoberecognizedandrewardedforcontributionstosociety

Echoestop-of-mindconcernsabouttheeconomy

Avoidsoversellingcommun itybenefitsbysayingthedataisneededtoadvocateforfunding,ratherthanimplyingthatfundingisdeliveredautomatically


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AppealtoHope

Thingsarechanging.MillionsofpeoplevotedforthefirsttimetoelectanAfricanAmericanmanto thehighestoffice inthe land.

VotingforPresidentObamawasastepforward.Itstimetotake

anotherstepandfillouttheCensus form.

RespondstocynicismexpressedbyBlackmenbycitingObamaselectionasanexampleofchange

SubtlyframesCensusparticipationasameansofcontinuinganarrativeofhistoricalprogressforBlackmen

CalltoAction

FillingouttheCensusformisa freeandeasywaytofightforthe

resourcesandrespectourcommunitydeserves. Itsuptoeachofusmakesureourcommunitycounts.Besmart.Becounted.

Drawsanimplicitcomparisontoother,morecostlywaysofhelpingonescommunity

Positionsparticipationasameansoffightingfortherespectmany focusgroupparticipantsindicatedtheywantedfortheircommunities

Playsonthedoublemeaningofthewordcounttospeaktopeoplesdesirestohavetheircommunitiesmatterandbeacknowledgedaspartofthefabricofthenation

Suggestsapersonalresponsibilitytothecommunitytoact

Positionsparticipationasthesmartthingtod0


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RespondingtoQuestions

andDeliveringtheMessage

Themessagesrecommendedintheprevioussectionarefocusedona

fewkeythemesintendedtoraiseinterestandmotivatepeopletofill

outtheCensusformbuttheydontanswerallthequestionspeople

willhaveabouttheCensus.

Thissectionsuggestsconciseanswerstokeyquestions,plustipsfordeliveringthemessageinyourcommunity.

Sectionswiththisicontotheleftindicatecontentavailabletocopy-

and-pasteintheWorddocumentaccompanyingthismanual.

AnswerstoKeyQuestions 15Suggestsanswerstocommonlyaskedquestions.Anumberofthemesinthemanualanticipate

andpreemptsomeofthesequestions.

CommunicationsRecommendations 19Providesideasandpointersforthingsyoucandotocommunicatethemessageeffectively.


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RESPONDINGTOQUESTIONSANDDELIVERINGTHEMESSAGE


AnswerstoKeyQuestions

WhatdoestheCensusformask?

TheCensusformonlyaskstensimplequestions.Theformdoesnotaskaboutyour

immigrationstatus,criminalrecord,taxpayments,childsupportorotherinformationthatyou

mightwanttokeepprivate.Herestheactualform:

MonthY

FormD-61 (1-15-2009)

U S C E N S U S B U R E A U

U.S. DEPARTMENT OF COMMERCEEconomics and Statistics Administration

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

Use a blue or black pen.

The Census must count every person living in the UnitedStates on April 1, 2010.

Before you answer Question 1, count the people living inthis house, apartment, or mobile home using our guidelines.

Count all people, including babies, who live and sleep heremost of the time.

The Census Bureau also conducts counts in institutionsand other places, so:

Do not count anyone living away either at college or in theArmed Forces.

Do not count anyone in a nursing home, jail, prison,detention facility, etc., on April 1, 2010.

Leave these people off your form, even if they will return tolive here after they leave college, the nursing home, themilitary, jail, etc. Otherwise, they may be counted twice.

The Census must also include people without a permanentplace to stay, so:

If someone who has no permanent place to stay is stayinghere on April 1, 2010, count that person. Otherwise, he orshe may be missed in the census.

1. How many people were living or staying in this house,apartment, or mobile home on April 1, 2010?

Number of people =

IJMarkK all that apply.

No additional people

IJMarkK ONE box.

Owned by you or someone in this household free andclear (without a mortgage or loan)?

Rented?

Occupied without payment of rent?4. What is your telephone number? We may call if we

dont understand an answer.

Area Code + Number

5. Please provide information for each person living here. Start with aperson living here who owns or rents this house, apartment, or mobile

home. If the owner or renter lives somewhere else, start with any adultliving here. This will be Person 1.

What is Person 1s name? Print name below.

Last Name

First Name MI

6. IJWhat is Person 1s sex? MarkK ONE box.

Male Female

Day Year of birthAge on April 1, 2010

9. IJWhat is Person 1s race? MarkK one or more boxes.

White

Black, African Am., or Negro

American Indian or Alaska Native Print name of enrolled or principal tribe. C

Asian Indian

Chinese

Filipino

Other Asian Print race, forexample, Hmong, Laotian, Thai,Pakistani, Cambodian, and so on. C

Japanese

Korean

Vietnamese

Native Hawaiian

Guamanian or Chamorro

Samoan

Other Pacific Islander Printrace, for example, Fijian, Tongan,and so on. C

Some other race Print race. C

10. Does Person 1 sometimes live or stay somewhere else?

No IJYes MarkK all that apply.

In college housing

In the military

At a seasonalor second residence

For child custody

In jail or prison

In a nursing home

For another reason

If more people were counted in Question 1, continue with Person 2.

OMB No. 0607-0919-C: Approval Expires 12/31/2011.

Start here

INFORMA

TIONALC

OPY

2. Were there any additional people staying hereApril 1, 2010 that you did not include in Question 1?

Children, such as newborn babies or foster children

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

Nonrelatives, such as roommates or live-in baby sitters

3. Is this house, apartment, or mobile home

People staying here temporarily

Owned by you or someone in this household with amortgage or loan? Include home equity loans.

7. What is Person 1s age and what is Person 1s date of birth?Please report babies as age 0 when the child is less than 1 year old.

Print numbers in boxes.

Yes, another Hispanic, Latino, or Spanish origin Print origin, for example,Argentinean, Colombian, Dominican, Nicaraguan, Salvadoran, Spaniard, and so on. C

Yes, Puerto Rican

Yes, Cuban

Yes, Mexican, Mexican Am., Chicano

NOTE: Please answer BOTH Question 8 about Hispanic origin andQuestion 9 about race. For this census, Hispanic origins are not races.

8. Is Person 1 of Hispanic, Latino, or Spanish origin?

No, not of Hispanic, Latino, or Spanish origin


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PopulationNumber of

People

Percent of the

PopulationTotal 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

Alaska Native

Asian 787,047 9.80%

Native Hawaiian and

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

41,289 0.50%

5,430 0.10%

Census Data for New York City, NY

HowdoestheCensusBureauusemypersonalinformation?

TheCensusformonlyasksthemostbasicinformation.Theanswersyougiveontheformare

groupedwitheveryoneelsesanswerstoproducestatistics.Theydontreportwhatyousaidonyourindividualform.Forexample,ratherthanreportingyourage,theCensusBureaureports

theaverageageofeverybodyinyourneighborhoodorcity.Heresanexampleofwhatthe

informationlookslike:


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Willmyinformationbesoldtobusinesses,reportedtolawenforcement,orgiventoother

governmentagencies?

No.TheCensusBureaudoesnotshareyourpersonalinformationwithtelemarketers,

businesses,lawenforcement,orothergovernmentagencies.Onlycityandneighborhood

statisticsareprovided,likeintheexampleabove.

HowdoIknowmypersonalinformationwillbekeptconfidential?

ItsactuallyagainstthelawforanyoneintheCensusBureautodiscloseyourpersonal

information.Theycangotoprisonforupto5yearsand/orpayafineupto$250,000.

WhydoestheCensusformaskformytelephonenumber?

TheCensusBureausometimescallspeopleiftheydontunderstandanswersthatwerewritten

ontheform.Theywanttobesuretheyhavethecorrectinformation.

WhydoestheCensusformaskaboutmyraceandethnicity?

ItsveryimportantthatyoufilloutthequestionaboutraceontheCensusform.Information

aboutraceandethnicitycanbeusedtomeasurehowdifferentgroupsaredoingintodays

societyandhelpaddressinequalities.Theinformationcanbeusedtocreateprogramsthat

helppeople,likebilingualeducationandjobtraining.Thegovernmentandcommunity

advocatesalsousethisinformationtoenforceanti-discriminationlaws.

InoticedthattheformusesthetermNegro.Whydoestheformuseawordthatsome

peoplefindoffensive?

Blackpeoplehavedifferentperspectivesonthis,dependingontheirgenerationandwherethey

comefrom.AccordingtotheCensusBureau,someBlackpeoplestillpreferthisterm.

WhatshouldIdoifIdontreceiveaCensusforminthemail?

YoucanstilltakepartintheCensus,evenifyoudontgettheforminthemail.Youcandropby

oneoftheBeCountedCentersrighthereinourarea,whereyoucangetaform.

Youcanalsocalltogetaform.YoucancalltheCensusBureautollfreeat1-866-872-6868.If

youpreferaSpanish-speakingoperator,thendial1-866-928-2010.Forthehearing-impaired,

TDD1-866-783-2010.Thelinesareopenfrom8a.m.to9p.m.,EasternStandardTime,seven

daysaweek,fromFebruary25throughJuly30,2010.


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WhatshouldIdoifIneedhelpfillingouttheCensusform?

MembersofourcommunityarereadytohelpatQuestionnaireAssistanceCenters.[Provide

locationsoflocalcenters].Dropinforhelp,ifyoulike.


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CommunicationsRecommendations

ShowpeopletheactualCensusform.Seeingtheformhelpsalleviatesomepeoples

concerns.Showpeopletheformwheneverpossible,andincludetheimageonlineandinpublic

educationmaterials.

TellstoriesaboutusingCensusinformationtofightforcommunitybenefits.Giving

peopleexamplesofhowCensusdatahasbeenusedtoadvocateforthecommunitywillgoa

longwayindemonstratingtheimportanceoffillingouttheform.

Asktrustedmembersofthecommunityandtrustedpersonalitiestoserveas

spokespeople.Respectedpeopleinthelocalcommunity,suchasteachers,ministers,

politicalleadersandmediapersonalities,canexplaintheimportanceoffillingouttheCensus

formandthatitssafetodoso.

ShowdiversityinimagesofpeopleparticipatingintheCensus.Ineducational

materials,imagesofpeoplefillingouttheCensusformshouldfeaturediversegroupsofpeople

toremindtheaudiencethattheCensusbenefitsthewholecommunity.

Makeanswerstokeyquestionsavailableonline.Focusgroupparticipantsindicatedthey

wouldlookforanswerstotheirquestionsabouttheCensusontheInternet.Yourorganization

canpostinformationandQ&Aonyourwebsite.Youcancreateaspeciallandingpagethatis

search-optimizedtohelppeoplelocateit.Youcanraisethevisibilityofthelandingpageby

purchasingsearchengineadvertisingonsiteslikeGoogleorYahoo!

Hosthousepartiesorothercommunityevents.Bringpeopletogethertofilloutthe

form.

Leavebrochureswherepeoplegather.BrochuresexplainingtheCensuscanbehanded

outandleftinlocationswheremembersofundercountedpopulationscongregate,inorderto


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helpsparkconversationsandspreadthemessage.Themessagesinthismanualcanbeusedto

developthesebrochures.

DirectpeopletoQuestionnaireAssistanceCentersandBeCountedCenters.Some

peoplemightbeembarrassedabouttheirinabilitytocompletetheCensusform,dueto

languageorliteracyobstacles.QuestionnaireAssistanceCentersofferassistanceinfillingout

theform.BeCountedCentersprovideformstopeoplewhomightnothavereceivedthemin

themail.


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UnderstandingtheStrategy

BehindtheMessage

Themessagesandrecommendationsinthismanualarebasedon

messageresearchanddevelopmentconductedwithmembersof

undercountedpopulations.

Thissectionexplainstheresearchmethodology,keyfindingsand

howtheyinformedthedevelopmentofthemessage.

ResearchFindings&Implications 22Summarizesresults of interviewswith non-profitCensus advocates andmessage-testing

focusgroupswithBlackmenandundocumentedLatinoimmigrants.


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UNDERSTANDINGTHESTRATEGYBEHINDTHEMESSAGE


ResearchFindings&Implications

Themessagesandrecommendationsinthismanualarebasedonmessageresearchand

developmentconductedwithmembersofundercountedpopulations.FromJune-September

2009,ateamofresearchersfromHattawayCommunications,Inc.;ResearchExplorers ;the

UniversityofChicago;andBendixenandAssociatesworkedtogethertoconductexploratory

interviewswithnon-profitCensusadvocatesandmessagedevelopmentfocusgroupswith

BlackmenandundocumentedLatinoimmigrants.

Researchersconducted15interviewswithFordFoundationgranteesthatworkwith

undercountedpopulations,whichprovidedinsightsintoobstaclesandmotivatorstoCensus

participationamongthesegroups.Buildingonthefindingsfromtheinterviews,eightfocusgroupswereconductedtodevelopandtestmessages.Themessage-testingfocusgroupswere

designedtogetparticipantstalkingaboutwhattheylikedanddislikedaboutspecificmessages,

andtodeveloplanguagethatwouldresonateintheircommunities.

FocusgroupswereconductedinNewYork,Chicago,andMiami.Twofocusgroupseachwere

conductedwithundocumentedLatinoimmigrantmen,undocumentedLatinoimmigrant

women,andUS-bornBlackmen.Twofocusgroupswerealsoconductedwithamixedgroupof

US-andforeign-bornBlackmen.


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ObstaclestoParticipation

KeyobstaclesforBlackmenwerealackofknowledgeabouttheCensus,cynicismregarding

thepotentialforchange,apprehensionaboutgovernmentinvolvementintheirlives,and

concernsregardinghowinformationwouldbeusedandshared.ItisimportanttonotethatwhileBlackmen,asagroup,werehighlycynicalaboutgovernmentandthepossibilityof

change,foreign-bornBlackmenexhibitedlesscynicismthanUS-bornBlackmen.

UndocumentedLatinoimmigrantswereknowledgeableabouttheconnectionbetweenCensus

participationandcommunitybenefits,inpartbecauseamajorityofundocumentedLatino

immigrantparticipantshadexperiencedacensusintheirhomecountries.Theseparticipants

didnotexpressthesamedegreeofcynicismregardingthepossibilityofchangeorpositive

governmentinvolvementintheircommunitiesasBlackmenexhibited.

Still,undocumentedLatinoimmigrantsdidexpresssomedegreeofuncertaintyaboutthe

benefitsofparticipation.Forthisaudience,keyobstaclesincludedfearsofCensusinformation

beingsharedwithimmigrationauthoritiesanduncertaintyregardingwhetherthebenefitsfor

thecommunityoutweighedtheriskofdeportation.

LackofknowledgeabouttheCensus

ManyBlackmenandundocumentedLatinoimmigrantsindicatedthattheydidnotunderstand

whattheCensuswas,orhowitwasusedbythegovernment,businessesandcommunity

organizations.WhenaskedtoratetheirlevelofknowledgeabouttheCensus,themajorityof

participantsinonefocusgroupindicatedthattheyknewalmostnothingabouttheCensus.

Participantswereconsistentlysurprisedtofindoutthatthegovernment,businesses,and

communityorganizationscoulduseinformationcollectedintheCensustoimprovetheircommunities:

[OnethingthatmadetheCensusclearerwaswhenIwastold]itwasahead

counttodecidehowtouseresources.Ididntknowwhatitwasfor.

Ididntknowbusinessesandothercorporationswoulduseit.

Formany,uncertaintyregardingthepurposeoftheCensusbreddistrustandpresentedan

obstacletoparticipation.Someexpressedthatadditionalinformationexplainingthepurpose

oftheCensusandusesofCensusinformationcouldhelpmotivateparticipation:

Thewhyisjustsomethingyouneedtoknowbeforeyousignanything.

Ifweweremoreinformed[about]whatwasgoingtohappenwithwhat

werefillingout,wewouldalldoit.


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Cynicism

Blackmenexpressedconsiderablecynicismaboutgovernmentinvolvementintheirlives,and

didnotinitiallyseetheCensusasatoolforimprovingtheircommunities:

[TheCensusis]justanotherreasonforBigBrothertostayinformed.

Wewontseeanimmediateeffect,soitsnotsomething[Blackmen]

willtreatwithconcern.

Someforeign-andUS-bornBlackmenexpressedbroaderskepticismregardingthegeneral

possibilityofchangeintheircommunities.US-bornBlackmenweremorelikelytoexpressthis

typeofcynicism:

Whenthingsaregood,Idontfeelit[inmycommunity].Whenthingsare

bad,Idontfeelit[inmycommunity].Itsthesameoldthing[nothing

changes].

FocusgroupparticipantswhobelievedinthepossibilityofchangeweremorelikelytoencourageotherstocompletetheCensusform.Thissuggestedtheneedforamessagethat

couldpersuadeBlackmenthatchangecanhappen.Giventhatforeign-andUS-bornBlack

menexpressedvaryingdegreesofcynicism,therecommendedmessagesspeaktothe

concernsofthemoreskepticalaudience(US-bornBlackmen),inordertoensurethemessages

arepersuasivetobothaudiences.Someparticipantsnotedtheimportanceofthismessagein

motivatingthem:

Wereskeptical;thatswhyweweresoundercountedforyears.Ithink

changeisonitswaybackaround,andmaybethatmeansweneedtostep

upand[fillouttheCensusform].Itsawake-upcall.

Fearanduncertaintythatthebenefitsoutweightherisks

UndocumentedLatinoimmigrantswereespeciallylikelytoindicatethatfearofdeportation

wasthemajorobstacletoparticipation:

ThefearoftheImmigrationDepartmentisthemainreasonpeople

dontfillitout.

ThefearconnectingCensusparticipationtodeportationwassoprominentforthisaudience

thatparticipantsinoneoftheundocumentedLatinofocusgroupswerereluctanttofilloutthe

Censusforminamockexercise.Theyperceivedtheformasatrapandindicatedthat

undocumentedLatinoimmigrantswouldabsolutelynotfillitoutiftheybelievedCensus

informationwouldbesharedwithimmigrationauthorities:

Everybodythinksthatthisislikeatrickofthegovernmenttotryto

obtainyourinformationandthencomegetyou.


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[ToconvincesomeonenottofillouttheCensusform],Iwouldtellhim

thatthisinformationwillbeusedbyimmigration!Thatwouldbetheonly

thingIwouldneedtosay!


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StrategiesforMotivatingParticipation

CommunicatethepurposeoftheCensus

Asmentionedabove,fearsregardingtheusesofCensusinformationwereexacerbatedbya

lackofinformationaboutthepurposeoftheCensusforbothBlackmenandundocumented

Latinoimmigrants.Focusgroupparticipantsfrombothaudiencesindicatedthat

communicatingthepurposeoftheCensuswouldbegintoalleviateconcerns,andcouldhelp

motivateparticipation:

[Ifyouwantpeopletofeelsafe,youneedtocommunicatethat]the

purposeoftheCensusistohelp,nottohurt.

Ifsomeonewouldexplaintousexactlywhatthisisfor,howitisgoingto

beused,andwhatthebenefitsofgivingoutourpersonalinformationare,

Imsureallofuswouldparticipateinfillingouttheforms.

ShowtheCensusform

ParticipantsinfocusgroupswereaskedtofillouttheactualCensusform.Uponseeingthe

form,manyBlackmenandundocumentedLatinoimmigrantsindicatedthattheformwas

shorterandlesscumbersomethantheyhadexpected.Theyalsoindicatedthatseeingtheform

madethemfeelmorecomfortablefillingitout:

"Thisisit?[Moderator:Howlongdoyouthinkitwouldtakeyouto

completeit?]FiveminutesTenminutesThisisquick."

Tieparticipationtotangiblecommunitybenefits Participantsfrequentlyalludedtospecificbenefitsofparticipation,suchasfundingforschools

andeducation,increasedaccesstojobsandjobtraining,andimprovedhospitals.Theywere

pleasantlysurprisedtolearnthatfillingouttheCensusformcouldhelpthemgetbusinessesto

locateintheircommunities.

Blackmenweremorelikelytofocusonafter-schoolprogramsthatwouldhelpkeepteenagers

outoftrouble.UndocumentedLatinoimmigrants,meanwhile,spokeextensivelyaboutthe

importanceofimprovinglocalhospitals.

Participantslessfrequentlyfocusedonpoliticalrepresentationwhendiscussingthebenefitsof

theCensus.Theyunderstoodtheissuewhenitwaspresented,butitseemedmoreabstract

andlessrelevantthanthetangiblebenefitsmentioned:

Weneedbettereducationandbetterschoolstogetabetterlife.

Weneed[tofillout]theCensustohavemorehospitalsthattakecareof

everyoneeveniftheyreundocumentedandgive[people]goodcare.


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I[thinkthemostpersuasivestatementis]theoneabout[jobtrainingand

employmentprograms].Weneedmorejobs.

Imnot[only]motivatedbythemoney.Imthinkingaboutour

communitywherewereat.Weneedanothergrocerystore.

Citethe$400billionfigureselectively

UndocumentedLatinoimmigrantsfrequentlycitedthefactthat$400billioningovernment

moneyisallocatedusingCensusdata:

[ToconvincesomeonetofillouttheCensus],Iwouldtellthemthatfilling

outtheCensuswillhelpourcommunitygetitsfairshareof$400billionof

governmentmoney.[Thatmoney]meansmoreaidforeducationandfor

hospitals.

Blackmen,meanwhile,veryrarelymentionedthattheCensuswasusedtodeterminehowthe

governmentdistributed$400billion.Whenaskedwhytheydidnotusethisfigure,manyBlackmenexpressedthattheconceptofthedistributionof$400billioningovernmentmoney

wastooabstractandunrealistic.Instead,theyrecommendedsimplyreferringtoavailable

fundsasgovernmentmoney.

Whydotheykeepsaying$400billion?Thatslosingme.Idontthink

youshouldputadollaramountthere.

Ifyousay$400billion,peoplearegonnasaywhoseesthat?Itsnot

believable.

Addressconfidentialityconcernsbyindicatingwhatis notaskedontheCensusform

UndocumentedLatinoimmigrantparticipantsrecommendedadirectmessagetoaddress

concernsabouttheconnectionbetweentheCensusandimmigrationstatus:

Undocumentedpeoplewanttoknow,sotellthemdirectlythatthe

Censusdoesnotaskaboutyourimmigrationstatus.Idsayitjustlike

that.

Everybodyisveryfearfulaboutimmigrationstatus.Tellthem,Theres

notonesinglequestionintheformthatasksaboutimmigrationstatus,

andtheyllwanttobecounted.

Messagesthatcitedtheconfidentialityoftheformorthesafetyofpersonalinformation

oftenheightenedsuspicionsamongbothBlackmenandundocumentedLatinoimmigrants

regardinghowthedatamightbeused:


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IdontbelievetheCensusistotallyconfidential.Governmentssteal.

[People]wouldntbelievethattheCensusdoesntsharepersonal

informationeither.

Itcantbeconfidential.Theresalotofstuffthat[has]beensaidtobe

confidentialandthen[itcomesout].

Conveythepossibilityofchangetoovercomecynicism

TohelpovercomecynicismabouttheCensuscontributingtopositivechangeinurban

communities,Blackmaleparticipantsrecommendeddevelopingamessagedemonstratingthat

changeispossible.AnumberofparticipantssuggestedutilizingPresidentObamaselectionas

anexampleofchange.Participantsnotedthat,justasObamaselectionresultedfrom

collectiveaction,changestotheircommunitiescouldresultfromcompletingtheCensusform:

[Obamaselectionis]afact.Intermsofresult,thatisaresult.Interms

ofhope,thatwasastep.

Ifyoudo[fillitout],theresachance[thingswillgetbetter].Itsnot

somepieinthesky,theywillrainmoney,[kindofthing],justlikevoting

forObamadoesntmeaneverythingchanges.

Indicatethatthestakesaretoohighnottoparticipate

Participantsfrequentlyutilizedmessagesregardingthetougheconomicclimate,which

increasedresonanceandbelievabilitybygroundingthemessageinpeoplescurrent,day-to-

dayreality:

Itsimportant.Duringthesehardeconomictimes,weneedtoletthe

governmentknowweexist.Weshouldallowourselvestobecounted

becauseitsnecessaryforthedistributionofgovernmentfundsweneed.

Tomotivateparticipation,participantsrecommendedutilizingmessagesthatsuggestthe

potentialcostofnon-participationtotheircommunity:

Ifyourecheatingthenumbers,yourecheatingyourself.[Youeither]use

itorloseit.Ifwedonothaveanaccuratenumber,[thegovernment]

cannotaccuratelyprovideforthe[people]thatarethere.


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Indicatethatcommunityorganizations,ratherthanthegovernment,willfightfora

communitysfairshare

Tomakethebenefitsmorebelievabletoskepticalaudiences,participantsrecommended

sayingthatlocalorganizationswhichadvocateforcommunitiesratherthanthegovernment

wouldworktoensurecommunitiesreceivedtheirfairshareoffunding:

Thegovernment[willdistribute]$400billion[tocommunities]

[message]istoovaguewiththecommunityadvocatesyouknowwhat

theyllbedoingandhowtheyllbedoingit."

DescribeparticipationintheCensusasawaytogivebacktothecommunity

UndocumentedLatinoimmigrantsandBlackmenalikeindicatedadesiretohavean

opportunitytohelptheircommunities:

Ilikefreeandeasyway.Brothersmightsayitsfreeandeasy,Icando

somethingformycommunity.

[IlikethatthemessagesaysfillingtheCensusout]willhelpuschange

thingsinourcommunity.

UsethewordcounttopositiontheCensusasawaytofightforacknowledgementand

respect

BothinEnglishandSpanish,thephrasetocountorcontarwasusedbyparticipantstomean

bothtobecountedintheCensusandtomatter.Participantsoftenplayedonthedual

meaningofthephrasetocount,whichactivatedimportantmotivationstoshowthatthe

peopleintheircommunitywerevisible,inthesenseofmatteringorbeingrecognized,andto

ensurethattheircommunityhadapoliticalvoice:

Withourwork,wearegivingtothislandinordertodevelopthiscountry,

butwearenotbeingrecognized.Theydontwanttogiveuswhatwe

deserve.Weneedallofustoberecognizedashumanbeings.Notjust

whatweofferindollars.Whenweallowourselvestocount/becounted,

weallowthegovernmenttounderstand[this]reality.

[Weneedtoletourselvesbecounted/count]sothatLatinoscanhavea

placeinthissocietyandourvoicecanbeheard.

Weneedtobecountedweneedtoberecognizedinthiscommunity.

Itsaboutrespect.


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HattawayCommunicationsisamission-drivenpublicaffairsfirm

helpingvisionaryleadersandorganizationsachieveambitious

goalsthatbenefitpeopleandtheplanet.

11-12-09 FINAL - Motivating Under Counted Populations to Be Counted in the 2010 Census Message...

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