THE 2010 CENSUS Jamey Christy Los Angeles Region U.S. Census Bureau

OUR PURPOSE 2 …The actual Enumeration shall be made within three years after the first meeting of the Congress of the United States, and within every subsequent term of ten years, in such manner as they shall by law direct… - Article 1, Section 2

KEY MESSAGES The Census is Safe! The Census is Easy! The Census is Important! EVERYONE Counts!

THE CENSUS IS SAFE! Responses to the Census are protected by law! Title 13 of the United States Code Up to 5 years in prison, $250,000 fine Nobody – not IRS, ICE, FBI, Homeland Security – can see your answers. 4

THE CENSUS IS EASY! 10 minutes to complete! 1.Name 2.Relationship 3.Age, Date of Birth 4.Gender (sex) 5.Hispanic Origin 6.Race 7.Tenure (Housing question - own or rented) Note: 2010 Census will use the Short Form Questionnaire only: Long form data now collect by the American Community Survey

THE CENSUS IS IMPORTANT! Power The basis for Congressional Apportionment and Redistricting The source for most decisions about state and local legislative districts Money Over $430B each year in Federal funds distributed based on the results Directly affects community resources! 6

EVERYONE COUNTS! Make sure everyone is included on the form. –Extended Family –Multiple Households –People in transition because of foreclosures –Roommates, children, “couch surfers”, boarders – anyone that does not have a permanent residence elsewhere! 7

CENSUS 2010 CURSORY OVERVIEW Major Census Activities Census Jobs Focusing on the Hard To Count Partnership Efforts

Spring 2009Census employees go door-to-door to update address list nationwide. November 2009Recruitment begins for census takers needed for peak workload in February – March 2010Census questionnaires are mailed or delivered to households. > April 1, 2010Census Day April – July 2010Census takers visit households that did not return a questionnaire by mail. > December 2010By law, Census Bureau delivers population counts to President for apportionment. March 2011By law, Census Bureau completes delivery of redistricting data to states.

QUESTIONNAIRE DELIVERY Questionnaires delivered or mailed to all housing units in March 2010 March 8-10Advance Letter March 15-17Questionnaire March 22-24Reminder Postcard APRIL 1CENSUS DAY April 1-10Replacement Questionnaire Bilingual Spanish/English Questionnaires (15 million housing units in 44 states) delivered or mailed in tracts with >40% Spanish-speaking households. We expect a 64% mail response.

FOCUSING ON HARD TO COUNT POPULATIONS FOCUSING ON HARD TO COUNT POPULATIONS DATA SOURCE: CENSUS 2000 PLANNING DATABASE – 12 HTC VARIABLES We will focus our resources on the Hardest To Count Populations. These include: Immigrants and the foreign born Linguistically isolated Some ethnic and minority populations Renters and Children Urban densely populated communities with multi-unit housing, high poverty, public assistance characteristics American Indians and Alaska Natives living on tribal lands

We target these populations at the Census Tract level. (A Census Tract is a community of roughly 4000 people.)

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LANGUAGE ASSISTANCE PROGRAM The 2010 Census makes it easier for non-English speakers: –Targeted mailing to 13 mil. Bilingual Spanish/English questionnaires –TQA- Telephone Questionnaire assistance. Bilingual operators- Spanish, Chinese, Korean, Vietnamese, Russian. –Language assistance guides – 59 languages –TQA and Questionnaire Assistance Centers (QACs) –Be counted forms – 6 languages; English, Spanish, Simplified Chinese, Korean, Vietnamese, Russian –Language identification flashcards in 50 languages

17 PARTNERSHIP STAFF LANGUAGES (68) LANGUAGE ASSISTANCE GUIDES (59) TELEPHONE LANGUAGE ASSISTANCE (21) PROMOTIONAL MATERIALS (19) PAID MEDIA (TV, RADIO, PRINT, OOH and/or WEB) (28) CENSUS FORM (6) As of June 24, 2009 TQA FULFILLMENT QUESTIONNAIRE (8) 2010 CENSUS LANGUAGE PROGRAM Amharic. Albanian. American Sign Language. Anishinaabemowin. Arabic. Armenian. Bahasa Melayu. Bengali. Bosnian.. Bube. Chaldean. Chinese-Cantonese. Chinese-Chaochowese. Chinese Mandarin. Chinese Shanghaiese. Creole. English. Fang. French. French Creole. German. Greek. Gujarati. Haitian Creole. Hawaiian. Hebrew. Hindi. Hmong. Hokkien. Hungarian. Igbo. Indonesian. Italian. Japanese. Khmer. Korean. Lithuanian. Mixteca. Navajo. Oneida. Oriya. Oromo. Polish. Portuguese. Portuguese-Brazilian. Portuguese Creole. Punjabi. Purechucho. Russian. Samoan. Sinhalese. Slovak. Somali. Spanish. Swahili. Tagalog. Taiwanese. Tamil. Taosanese. Teochew. Thai. Tongan. Urdu. Vietnamese. Wolof. Yiddish. Yoruba Amharic. Albanian. Arabic. Armenian. Bengali. Bulgarian. Burmese. Cambodian. Cebuano. Chamorro. Chinese-Traditional. Chinese-Simplified. Chuukese. Croatian. Czech. Dari. Dinka. Dutch. English. Farsi. French. French Creole. German. Greek. Gujarati. Haitian Creole. Hawaiian. Hebrew. Hindi. Hmong. Hokkien. Hungarian. Igbo. Indonesian. Italian. Japanese Khmer. Korean. Lithuanian. Mixteca. Navajo. Oneida. Oriya. Oromo. Polish. Portuguese. Portuguese-Brazilian. Portuguese Creole. Punjabi. Purechucho. Russian. Samoan. Sinhalese. Slovak. Somali. Spanish. Swahili. Tagalog. Taiwanese. Tamil. Taosanese. Teochew. Thai. Tongan. Urdu. Vietnamese. Wolof. Yiddish. Yoruba Arabic. Armenian. Bangladeshi. Cambodian. Chinese-Mandarin. Chinese-Cantonese. English. Farsi. French. Filipino. German. Greek. Haitian Creole. Hindi. Hmong. Italian. Japanese. Korean. Laotian. Polish. Portuguese. Russian. Spanish. Thai. Ukrainian. Urdu. Vietnamese. Yiddish Arabic. Armenian. Chinese-Simplified. Chinese-Traditional. Dari. Farsi. French. German. Haitian Creole. Hindi. Italian. Japanese. Korean. Polish. Portuguese. Russian. Spanish. Somali. Tagalog. Tigrinya. Vietnamese Arabic. Bengali. Cambodian. Chinese-Simplified. Chinese- Traditional. Haitian Creole Hindi. Hmong. Japanese. Korean. Laotian. Polish. Portuguese. Russian. Spanish. Tagalog. Urdu. Vietnamese. Yiddish English. Korean. Russian. Spanish. Vietnamese. Chinese-Simplified English. Korean. Russian. Spanish. Vietnamese. Chinese-Simplified. English- Puerto Rico. Spanish-Puerto Rico

BE COUNTED SITES AND QUESTIONNAIRE ASSISTANCE CENTER SITES Be Counted (BC) sites are locations where people go to get a blank questionnaire if they feel they were missed. Questionnaire Assistance Centers (QACs) are locations where individuals receive help completing their questionnaire. March 19 – April 19, 2010 Paid Questionnaire Assistance Center Representatives 30,000 Questionnaire Assistance Centers (Nationwide) 40,000 Be Counted sites (Nationwide) Use Hard-to-Count Areas to Target QACs and BC Sites in the neighborhoods that need the most help!

THERE IS NO SINGLE STRATEGY! Advertising Works! One of the largest advertising efforts in the US. January – March Over half focused on the Hard To Count Partnerships Work! The Partnership program in LA is over five times larger than Grassroots - Go to where the people are! Hire Locally! People familiar and trusted in the community.

2010 INTEGRATED COMMUNICATIONS CAMPAIGN Build on Success of Census 2000 An Integrated Approach Three Goals –Increase Mail Response –Improve accuracy and reduce the differential undercount –Improve cooperation with enumerators 20

INTEGRATED CAMPAIGN Paid Advertising –49% National –51% Local –Print, Electronic, Social, Outdoor, Everywhere! Partnership and Public Relations Road Tour Web Presence 21

SOME STRATEGIES TO GET THE WORD OUT: PARTNERSHIP PROGRAMS Census in the Schools Complete Count Committees Targeted Outreach to Hard-To-Count (HTC) populations Faith Based Organizations Immigrant Outreach Language Assistance Be Counted/ Questionnaire Asst. Centers Localized Promotional materials Tribal Liaison Program

RECRUITMENT EFFORTS Not everyone will return their Census Questionnaire, so Census Takers will be knocking on doors in your community: –Approximately 3.8 million applicants needed –1000 hired per Local Census Office (494 Nationwide) at peak –Next big recruitment drive Non response Follow up - November 2009 to April 2010 –Toll-free Jobs Line – –Recruitment Advertising –Local recruiting and testing –Multilingual applicants needed

WHAT CAN YOUR COMMUNITY DO TO GET THE BEST COUNT? Form or be a part of a Complete Count Committee. Convene a 2010 Census Community Kick-off Meeting with trusted leaders. Publicize census at community events/ communication networks. Urge local residents to apply for census jobs. Identify Be Counted and Questionnaire Assistance Center sites. Create your own 2010 Census promotional materials. Use all local resources to educate, motivate and mobilize your residents to be counted.

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