ALLIED MEDIA CORP.

Russian, Polish and Arabic Community Leaders Urge Residents to Open Their Doors and Answer the 2010 Census

On 05.20.10, In Ethnic Outreach, Government Outreach, diversity, By elenalauterbach

Their Public Service Announcement is Online and On Air

Alec Brook-Krasny, Andrew Golota and James Zogby — are the newest additions to a growing list of well-known Americans who have recorded public service announcements (PSAs) in support of the 2010 Census.

The list of endorsements includes President Obama, Miss America Caressa Cameron, Donny Osmond, Karl Rove, Olympic athletes, major league baseball players, mayors, Members of Congress and the late Dorothy Height. The PSAs featuring Brook-Krasny, Andrew Golota and James Zogby released today to remind Russian, Polish and Arab American residents that it is not too late to be counted in the 2010 census — just open your door to the local census taker and answer the 10 easy questions.

The U.S. Census Bureau’s PSA campaign is meant to raise public awareness about the 2010 Census and motivate people to participate. There is no cost to the taxpayers for each speaker’s time or for the airtime to broadcast the PSAs over television or radio. The involvement of these trusted voices extends the reach of paid, earned and social media.

In their PSAs, community leaders urge residents from ethnic communities to fill out their census forms. “If you have not been counted in the 2010 Census, it is not too late,” says Alec Brook-Krasny. He encourages residents to open their doors to census takers and answer the 10 easy questions. “This will help your community to get what it needs for the next 10 years,” states Dr. Zogby. “Your information is confidential and your privacy is protected,” added Andrew Golota.

WHERE TO FIND PSAs

2010 Census PSAs can be seen, heard, and downloaded, at the following sites:

2010census.gov — Official site for the 2010 Census. The Multimedia Center is a one-stop shop for information and media resources, including PSAs, videos and photos. <2010census.gov>

U.S. Census Bureau’s YouTube Channel — Home to PSAs, TV ads, partnership testimonials and how to “Fill Out Your Form” videos in dozens of languages. <uscensusbureau>

2010 Census PSA Spot Source — The place for everyone to download or order hard copies from a wide selection of PSAs in English and en Español. <spotsource.census.gov>

NAB Spot Center — The place for broadcasters to preview and download national PSAs in English and en Español. <http://www.nab.org/AM/ASPCode/SpotCenter/campaign.asp?id=68>

ABOUT THE 2010 CENSUS

The 2010 Census is a count of everyone living in the United States and is mandated by the U.S. Constitution. Census data are used to apportion congressional seats to states, to distribute more than $400 billion in federal funds to tribal, state and local governments each year and to make decisions about what community services to provide. The 2010 Census form will be one of the shortest in U.S. history, consisting of 10 questions, taking about 10 minutes to complete. Strict confidentiality laws protect the respondents and the information they provide.

Share and Enjoy:

One America, Many Voices Act Recognizes Importance of Languages Other Than English

On 04.16.10, In Ethnic Outreach, Government Outreach, Mostapha Saout, diversity, By Johanna Kinsley

Knowing a second language is about to pay off—literally. Rep. Michael Honda (D.—Calif.) proposed the “One America, Many Voices Act” which supports a five percent pay increase for federal employees who hold jobs that require a second (or more) language.

Honda stresses that this legislation, also known as the Bilingual Pay Bill, will rightfully recognize the necessity and value of those who are proficient in Chinese, Arabic, Urdu, Russian and Hindi—languages that are critical to our national security.

“To improve both our nation’s ability to provide language-appropriate intelligence and security, and America’s capacity to effectively and efficiently deliver government services, we must be able to retain a federal workforce that is capable of communicating with an increasingly diverse constituency, both within our borders and without,” Honda said.

With America’s population only growing more and more diverse, so too will the need for effective communication and business in various languages. Increased pay will undoubtedly entice these recruits, but even more so, the recruits will be driven to such jobs because they will feel wanted, appreciated and included by the government and their country.

The idea of a pay raise for bi- and multi-lingual employees is not just for the government sector and is not a new idea. In the corporate world, labor agreements have already been made between Verizon Wireless and the Communications Workers of America and between Kaiser Permanente and the Service Employees International Union to give workers with more than one language a higher income.

Honda published his own article on the matter and said, “Many voices make us more versatile in a globalized economy, more able to deal with national security concerns and more effective in delivering government services. It is high time we recognize this in Congress.”

Federal jobs, especially those in national security, handle sensitive topics here and abroad; an optimal way for our nation to interact internally and internationally is to have the cultural and linguistic knowledge in-house. Americans love their English, but as Honda stated, it’s high time to open your ears to the sounds of different languages that better the workforce of this country.

Share and Enjoy:

Investing in the Hispanic Market is Investing in Growth

On 04.13.10, In Ethnic Outreach, Government Outreach, Market Research, Multicultural Creative & Production, diversity, By Cristina M.

Experts predict that the 2010 Census results will show an increase of 42% in the total U.S. Hispanic population, totaling 50 million. However, Portada magazine recently reported that a Feb. 2010 Hispanic trends survey revealed that half of respondents—all U.S. advertisers—do not target Hispanics in their marketing efforts, despite acknowledging their strong cultural impact in products and services including food, technology/communications and entertainment.

The survey, created to expose a thorough depiction at advertisers’ strategy, spending plans and viewpoints of the U.S. Hispanic market, reported that 82% of respondents still have no plans to include or increase efforts to Hispanics in the next 12 months. Surprisingly, 8 out of 10 of those respondents agreed that Latinos will influence U.S. companies’ product and service offerings in the next five years.

“Now more than ever, businesses need to think about how to tap into the opportunity the Hispanic market presents,” advised Hector Orcí, co-founder and chairman of the L.A.-based Hispanic ad agency that conducted the survey.

In addition to marketing strategy, the Latino population growth is also affecting the overall media landscape. A recent Miami Herald article discusses the future of Hispanic media, “This time next year, if you’re not in Hispanic media, you’re going to want badly to get in,” says Don Browne, president of Telemundo in the article. “And those who are already in it are going to feel pretty damn good about it.”

One of the biggest factors affecting future demographics is that Hispanic population growth is being driven now by birth rates rather than immigration. “A new Spanish-language TV viewer is more likely to have been born and raised in the United States than to have come here from somewhere else, bringing old viewing habits with him,” explains Herald writer Glenn Garvin.

The changing demographics will lead to new categories of TV programming, splitting viewers into Spanish-dominant versus bilingual.

In fact, some Spanish-language networks such as Spanish Broadcasting System (SBS), Telemundo and Univisión will even be creating their own programming with the understanding that the traditional “novela” might not fit into the transitioning U.S. Hispanic market, including dramas not unlike those seen on top mainstream networks.

The U.S. Hispanic media landscape is adapting, growing and seeing a profitable future, so too must advertisers adjust with the changing demographic that is the future of the Latino market.

As Mauricio Gerson, senior vice president of programming and development at SBS points out, “Investing in this Hispanic market is investing in growth.”

Share and Enjoy:

Tagged with: diversity • Ethnic Outreach • Hispanic market • Hispanic media • Market Research • Multicultural Advertising

2010 Census Forms Set to Arrive in 120 Million Mailboxes Across the Nation

On 03.12.10, In Ethnic Outreach, Government Outreach, diversity, By elenalauterbach

2010 Census forms will arrive this week in 120 million mailboxes between March 15-17 ― continuing the constitutionally mandated, once-a-decade population count and civic ceremony that dates back to 1790.
Census Bureau Director Robert M. Groves is urging communities to fill out and return their census forms as soon as they receive them. “It’s one of the shortest forms in our lifetime asking just 10 questions and should only take about 10 minutes to complete ― yet the benefits to your community are enormous.” In fact, census data help determine how more than $400 billion in federal funds are distributed to tribal, state and local governments every year ― including funding for schools, roads, health care and other critical social service programs.
Groves adds that if residents mail back the census form, they could help save hundreds of millions of taxpayer dollars. “It’s a lot less expensive to get responses back by mail than it is to send census takers to knock on doors of households that failed to respond,” he explains. Following up door-to-door to count households from May to July will require hiring about 650,000 census workers and cost more than $2.3 billion.

It’s Easy: A Look at the 2010 Census Questionnaire
The census mailing package includes a cover letter, the 2010 Census form and a postage-paid return envelope. The 10 questions are basic and should take about 10 minutes to complete. The 2010 Census asks the following questions:

1. The number of people living in the residence
2. Any additional people that might be living there as of April 1, 2010
3. Whether the residence is owned or rented
4. Telephone number (in case the Census Bureau has follow-up questions)
5. Name
6. Sex
7. Age and date of birth
8. Whether of Hispanic origin
9. Race
10. Whether that person sometimes lives somewhere else

The Census forms will be available in Russian. Residents can obtain the forms by calling Telephone Questionnaire Assistance at 1-866-965-2010 for help in Russian or 1-866-872-6868 for help in English. Bilingual census personnel at Questionnaire Assistance Centers (QACs) also can help Russian speakers fill out English forms that they receive in the mail.
Language Assistance Guides in 59 languages, including Arabic, Polish and Russian are also available at local QACs or at 2010Census.gov. The 2010Census.gov site also provides an informational video in different languages explaining step-by-step instructions for filling out the census form.

It’s Safe: Your Personal Information is Confidential by Law

Census data are the basis for America’s representative democracy, ensuring that Congress is reapportioned every 10 years based on a state’s total population. All census responses are confidential; they are protected by law and not shared with anyone. By law, the Census Bureau cannot share respondents’ individually identifiable answers with anyone, including other federal agencies and law enforcement entities. All Census Bureau employees take the oath of nondisclosure and are sworn for life to protect the confidentiality of the data.

Share and Enjoy:

Census Bureau Launches “Children Count Too” Awareness Campaign Featuring Nickelodeon’s Dora the Explorer

On 03.09.10, In Ethnic Outreach, Government Outreach, diversity, By elenalauterbach

Today, March 9 2010, The U.S. Census Bureau launched a “Children Count Too” public awareness campaign reminding parents to include babies and young children on their 2010 Census forms. Most of the nation’s 120 million households will begin receiving census questionnaires by mail between March 15 and March 17.
“A complete and accurate count of our nation’s youngest is critical to their health and education, and the future strength of our communities and labor force,” said Census Bureau Director Robert Groves at a news conference at Mary’s Center, a nonprofit maternal and child care center serving immigrant communities in Washington.
The campaign features Dora the Explorer ― the popular children’s character on Nickelodeon’s award-winning animated preschool series ― addressing the importance of counting kids in the 2010 Census. In partnership with the Census Bureau, Nickelodeon has produced television and radio public service announcements, Web buttons and fact sheets in which Dora and her friends remind families that “everybody counts on the census form, especially little kids.” All materials are available in English and Spanish.
“We’ve arrived at a crossroads in American history where it’s more important than ever for all of us to stand up and be counted,” said Samantha Maltin, senior vice president for integrated marketing and partnerships at Nickelodeon. “Dora the Explorer is an iconic bilingual character for American families of all backgrounds, and with her help, Nickelodeon will remind families how easy, important and safe it is to participate in the census.”
As part of this initiative, federal, corporate and nonprofit organizations with unique access to families and child care providers will distribute Children Count Too educational materials. Mead Johnson Nutrition Company, a world leader in infant and children’s nutrition, will use its connection with parents of newborns and online resources to communicate the importance of including children in the 2010 Census to more than 1 million families.

Impact of undercounting children
Children have been undercounted in every census since the first one in 1790. According to a December 2009 report by the Annie E. Casey Foundation, children under age 5 are missed at a higher rate than any other age group.
“The undercount of kids is startling, but it is not a new problem,” said William O’Hare, a demographer and consultant working for the Annie E. Casey Foundation. “With combined efforts at the federal, state and local levels, we have a chance to improve on the past and make sure the youngest members of our society are fully counted.”

“Every child counted in the 2010 Census will help identify communities in need and bring resources to address specific vulnerabilities, whether they are in health care, child care, education, transportation and affordable housing,” said Mary’s Center President and CEO Maria Gomez. “Only through well-funded comprehensive and multiservice programs will places like Mary’s Center be able to have an impact on the nation’s health care outcomes.”
Local communities rely on census information in planning for schools, child care, health and other critical services. Additionally, community-based and social service organizations use census data to determine social services requirements for families with children.

Share and Enjoy:

Tagged with: http://2010.census.gov/mediacenter/spread-message/dora.php

U.S. Census Bureau Offers Language Assistance Services To Help non-English speaking residents Complete the 2010 Census Form

On 02.17.10, In Ethnic Outreach, Government Outreach, diversity, By elenalauterbach

The Census Bureau has launched the 2010 Census Language Assistance Program to help residents in different ethnic communities who don’t speak English complete their census form. Building on the success of the Census 2000 Language Assistance Program, the Census Bureau offers several resources to help each community achieve an accurate 2010 Census count. The Language Assistance Program also helps reduce the cost of the 2010 Census by decreasing the number of census takers that must go door-to-door to assist residents when filling out the form.

For the first time in the history of the Census, Questionnaire Assistance Centers (QAC) will be available to assist non-English speakers. In addition to the English census form, in-language forms in Spanish, Russian, Chinese, Korean and Vietnamese are available for order over the phone through a toll free number. Bilingual census personnel at QACs also can help non-English speakers fill out English forms that they receive in the mail. Residents can contact their Regional Census Center for a list of local QACs if they need assistance in completing the census form.

In addition, Language Assistance Guides are available upon request in 59 languages, and are used to explain how to complete an English-language census form. Residents can find these guides at their local Questionnaire Assistance Centers. The guide is also available to read, download or print at www.2010Census.gov. This website also includes an informational video in different languages explaining step-by-step instructions for filling out the census form. In addition, non-English speakers can call Telephone Questionnaire Assistance at1-866-872-6868 after February 25 in order to request to be sent a different language guide.

The Census Bureau encourages state and local government officials and community leaders to help their community receive its fair share of federal funding. Their local, targeted efforts will reach the hard-to-count populations in their communities through messaging about the Language Assistance Program resources and services. Local leaders speak the language and know the pulse of the local community, which can help ensure that everyone has the ability to participate in the 2010 Census. For example, the Piast Institute in Chicago is providing resources to Polish American residents for the 2010 Census. Similarly, the Arab-American Institute (AAI) is publishing useful information for Arab-Americans on their website, www.aaiusa.org.

Residents can contact their Regional Census Center for a list of local Questionnaire Assistance Centers if you need assistance in completing the census form. For those who feel that they may not have been counted can visit a Be Counted site to obtain a census form.

Elena Lauterbach.
Allied Media Corp.
Eastern European Team Lead
Telephone: 703-333-2008
elena@allied-media.com| www.allied-media.com

Share and Enjoy:

Proactively Ethnic: U.S. Army Program Takes a Step in the Right Direction

On 02.03.10, In Ethnic Outreach, Government Outreach, By Johanna Kinsley

Yet again, real-world examples pop up on the importance and value of ethnic recruitment efforts. Slowly but surely, more attention is being paid to specialized markets, but many times, multicultural outreach gets placed on the backburner and its need only gets recognized in reaction to a crisis or with remaining budgets.

I came across an article a little over a week ago about a specific U.S. Army program, Mavni (Military Accessions Vital to National Interest), that enlists immigrants here on temporary visas. Those who are promising recruits can become citizens in as short as a month—extremely favorable compared to the potential decade-or-more wait the old fashioned way.

Mavni recruits are desired for their language and medical skills. The language component especially is extremely critical for those regions in which you can find the U.S. forces. That means immigrants skilled in Arabic, Urdu and Pashto are a hot commodity.

Naomi Verdugo, an Army recruiting official, spoke about the “extraordinarily high” proficiency of these immigrants recruited for their language skills. “We send people to language school, but it is tough to get a non-native speaker to the level of these folks,” she said.

Many immigrants, even those who already have their U.S. citizenship, have this level of proficiency. Even immigrants who have been here for years do not lose the language knowledge they brought from overseas. Their heritage, culture, and speech make up an identity rarely lost to acclimation; and these groups value when outreach efforts acknowledge that.

The Mavni program, although wildly successful, is on hold for a required Pentagon review. With all the positive feedback, I’m sure this review is a matter of formality and the program will be up and running again shortly. However, the article alludes to the fact that this block may have been “slowed by the top-to-bottom examination of security procedures after the shooting rampage in November at Fort Hood, Texas, in which an Army psychiatrist, Maj. Nidal M. Hasan, has been charged.”

Such reasoning for blocking this program may offend or confuse the audience they actually intend to attract. It brings up the point that cultural awareness, sensitivity and savvy are critical for intra-government workings as well as outside efforts.

The Mavni program’s immigrant recruitment should be recognized across all government sectors. These recruits clearly have language expertise and, in light of continuing events post 9/11, their cultural understanding is needed and cherished. And if citizenship is a hiring criteria, (which is the case for most government jobs) second or third generation ethnic groups similarly perform at this high level. And whether they’re immigrants or children of immigrants, most have an innate sense of civic duty and a unique appreciation for the U.S.—this goes for immigrants all over the globe.

The take-away is this: Just as we learn that such recruits are so valuable, the government should learn that efforts are advantageous. Multicultural and ethnic outreach should stop being reactive and instead be proactive—having the correct workforce now will eliminate the scramble if problems arise.

Share and Enjoy:

Tagged with: Ethnic Outreach • Johanna Kinsley • Multicultural Advertising • Multicultural Marketing • Outreach • U.S. Army

2010 Census Gets Under Way in Remote Alaska

On 01.26.10, In Government Outreach, By elenalauterbach

From a remote Alaskan village north of the Arctic Circle, U.S. Census Bureau Director Robert Groves officially started the nation’s once a decade population headcount by personally conducting the first enumeration for the 2010 Census.

Census takers must get a head start in Noorvik and other villages in remote Alaska before residents leave for hunting and fishing grounds. Residents of Anchorage, Fairbanks and other larger Alaska cities will receive 2010 Census questionnaires by mail in mid-March like the rest of the country.

“Today, we began the largest domestic undertaking in our nation’s history,” said Groves as temperatures hovered around 5 below zero. “Getting an accurate count here will set the standard for the rest of the country.”

Upon arriving in Noorvik, Groves traveled by dogsled to meet with residents and leaders. He then walked to the home where the first enumeration took place.

In 2000, this Inupiat Eskimo village had a population of 634. The latest Census Bureau estimates put the population at about 660.

Alaska’s vast, sparsely settled areas traditionally are the first to be counted. Local census takers must get a head start in the remote villages while the frozen ground allows access by bush plane, dogsled and snowmobile. Many residents leave following the spring thaw to fish and hunt or for other warm-weather jobs, making it difficult to get an accurate count.

Share and Enjoy:

2010 Census Ad Campaign: We have take off!

On 01.18.10, In Ethnic Outreach, Government Outreach, Multicultural Creative & Production, By Paul Young

It’s January 14^th, 2010, three days from the official launch of the 2010 Census paid advertising campaign. To christen this campaign, we had an official media launch event today at the Ronald Reagan building in Washington DC. Jack Morton, the events partner agency put on a party which included over 500 members of the media, 3 key note speakers, one of which was the Secretary of Commerce Gary Locke (via video conference), 2 TV personality people, an MTV executive, oh & did I forget to mention, over 400 pieces of TV, print, radio, digital and out-of-home creative by 9 different agencies….. get all that?

So it all started at 9:00am this morning with the host our show, as well as the host of NFL on CBS, Mr. James Brown. We went through a list of speakers included Secretary of Commerce Locke, Census Director Dr. Groves, and more. Once we finished listening to the last speaker, James Brown came back on to introduce a collection of selected TV commercials that covered each of the three phases of the Census media campaign.

After the main presentation, everyone dispersed to the language/ ethnic audience specific breakout rooms. When our team reached our room, no one was in sight. This was a good thing though, because it gave us time to set up. Soon after, we had a full house. From district office representatives, to members of the ethnic & mainstream media, to even representatives of local, state, & federal government offices, all came by to see the emerging audiences’ creative work.

Two of the guests that came to the event were from the Governor’s office of the state of Illinois. We spoke about the different phases in the advertising campaign, the different types of partnership materials, and the many different ethnic communities that reside within the Chicago area alone. They were particularly interested in the Polish, Arabic, and Farsi audiences, all of which are covered by the emerging audiences’ media & partnership plan.

Since the media launch, the 2010 Census campaign has been featured in The New York Times, The Washington Post, Ad Week Online, & more. The main focus of these articles is the efforts made by the Census Bureau to create a truly multicultural advertising campaign in 28 different languages.

Share and Enjoy:

Tagged with: 2010 US Census • Multicultural Advertising • Multicultural Marketing • Paul Young

National Advertising Campaign for 2010 Census

On 01.18.10, In Ethnic Outreach, Government Outreach, Multicultural Creative & Production, By elenalauterbach

Today, January 18th, 2010, launches the Census 2010 campaign in ethnic media outlets across the country, including educational ads in six languages: Arabic, Armenian, Farsi, Polish, Russian and Ukrainian. For the first time in the history of the census, the outreach efforts incorporate a national, fully integrated campaign in ethnic TV, radio, print, digital and out-of-home advertising. All creative materials were tested firsthand among different age groups within each audience. Allied Media Corp. is the agency behind these markets and has shared an equal seat on the table working with prime contractor, DraftFCB.

Our team faced an array of cultural barriers while preparing to reach out to these diverse groups of hard-to-count communities in the United States. Distrust of government was one barrier common across most communities, especially in ethnic enclaves. For Arab and Iranian Americans, this sensitive issue worsened after 9/11–something that the 2000 Census didn’t have to overcome. Similarly, Russian and Polish immigrants who came from countries with socialistic regimes are afraid to share their personal information with the government.

Allied Media Corp.’s efforts have reassured these audiences that participation in the 2010 Census is safe.

Elena Lauterbach.
Allied Media Corp.
Eastern European Team Lead

Share and Enjoy:

Tagged with: 2010 Census National Advertising Campaign

Multicultural Communication

Russian, Polish and Arabic Community Leaders Urge Residents to Open Their Doors and Answer the 2010 Census

One America, Many Voices Act Recognizes Importance of Languages Other Than English

Investing in the Hispanic Market is Investing in Growth

2010 Census Forms Set to Arrive in 120 Million Mailboxes Across the Nation

Census Bureau Launches “Children Count Too” Awareness Campaign Featuring Nickelodeon’s Dora the Explorer

U.S. Census Bureau Offers Language Assistance Services To Help non-English speaking residents Complete the 2010 Census Form

Proactively Ethnic: U.S. Army Program Takes a Step in the Right Direction

2010 Census Gets Under Way in Remote Alaska

2010 Census Ad Campaign: We have take off!

National Advertising Campaign for 2010 Census

Categories

Archives

Blogroll

Meta

Multicultural Communication

Categories

Tags

Archives

Blogroll

Meta