1. 1 Raul E. Cisneros Chief, 2010 Census Publicity Office U.S. Census Bureau NGLC Media, Marketing & Entertainment Conference

2. 2 2010 Census Integrated Communications Campaign (ICC) ICC Research 2010 Census Insights Native Born Hispanics Observations Discussion Topics

3. 3 ICC Elements Census in Schools Digital Earned Media/PR Partnerships Paid Advertising

4. 4 ICC Research - Audience Segmentation

5. 5 Cynical Fifth Head Nodders Insulated Un- acquainted Turn most likely to respond individuals into advocates through targeted activism programs ICC Research - Census Barriers and Motivators Survey Leading Edge Overcome apathy or distractions with REMINDER FREQUENCY Overcome lack of familiarity through EDUCATIONAL PROGRAMS Overcome resistance with Trusted Voice Contacts (ex: Live DJ Reads) Overcome cynicism through Their“hearts”vs. minds (ex. : Olympics) Highly likely to respond but need to be re-familiarized No major barriers but need to be prompted Not familiar with Census, its purpose and benefits Resistant based on multiple participation barriers Less likely to participate based on cynicism that Census provides tangible benefits Mindset Communication Strategies 19% 6% 7% 41% 26%

6. 6 ICC Research - Copy Testing Pre-test communications campaign materials: –TV, Radio and Print Executions Copy Testing Round I: –27 Cities –78 in person Qualitative/Quantitative Sessions –January and March 2009 –Diverse American, Hispanics, Black, Asian, Emerging Markets, AIAN, NHPI, Puerto Rico Copy Testing Round II: –37 Qualitative Sessions –August 2009

7. 7 Copy Testing – Hispanic Learnings 21 Hispanic/Latino sessions with 319 participants Representation from Mexico, Cuba, Central/South American Countries, and Puerto Rico Gender, age, education, marital status, and income mix Actionable Findings: –Include more diversity in audience specific materials –Include more aspirational messaging to communicate progress and achievement –Include references to family and future generations –State that confidentiality is "Protected by Federal Law" to enhance credibility –Refer to the bilingual form and Spanish website to build confidence that Census has taken Hispanics into account

8. 8 The “race” question Pew findings 2010 Census Insights

9. 9 –Community –Poster Hispanic Targeted Advertising

10. 10 – Almost 47 million total Hispanics in 2008 – Approximately 29 million of them U.S. born –Of the increase in the native born population from 2000 to 2008, 50 percent of those were Hispanic/Latino U.S. Born Hispanics

11. 11 – 75 percent of U.S. born Hispanics are 34 and under. (Compared to 63 percent of all Hispanics.) – 91 percent of Hispanics 18 and under are U.S. born. – 1 in 5 of Americans 18 and younger are U.S. born Hispanics. U.S. Born Hispanics (cont.)

12. 12 – Of the 14.4 million Hispanics who are 3 plus years old and enrolled in school, 85 percent of them are U.S. born Hispanics. – In the adult population (25 years plus), U.S. born Hispanics have a higher educational attainment compared to all Hispanics U.S. Born Hispanics (cont.)

13. 13 – In 2008, U.S. born Hispanics had a higher unemployment rate compared to all Hispanics. – Of the 162,000 Hispanics in the armed forces, 81 percent of them were U.S. born. –U.S. born Hispanics work less in manufacturing and construction, but more in retail, education and public administration. U.S. Born Hispanics (cont.)

14. 14 – Of the 9.9 million Hispanics 5 plus years old who speak English only, 93 percent of them are U.S. born Hispanics. – Of the 15.5 million Hispanics 5 plus years old who speak English less than very well, only 21 percent are U.S. born. U.S. Born Hispanics (cont.)

15. 15 – U.S. born Hispanics 30 plus years old are less likely to live with grandchildren, but more likely to care for grandchildren, as compared to all Hispanics. U.S. Born Hispanics (cont.)

16. 16 – Trends of U.S. born Hispanics bear more attention and research, particularly as this population is growing, relative to all Hispanics. – How we ask someone’s race. –What’s a 21 st Century Hispanic? Observations

17. 17 Raul E. Cisneros Chief 2010 Census Publicity Office (301) 763 – 5204 raul.e.cisneros@census.gov www.2010census.gov Thank you!

18. 18 Background Information

19. 19 Population Growth 2000 - 2008 National Population in 2000 Hispanic Population in 2000 National Population in 2008 Hispanic Population in 2008 National Increase Hispanic Increase National Growth Hispanic Growth National Growth due to Hispanic Growth Total281,421,90635,238,481304,059,72846,891,45622,637,82211,652,9758.0%33.1%51.5% Native:250,314,01721,080,664266,098,79329,080,67715,784,7768,000,0136.3%37.9%50.7% Born in State of Residence168,729,38815,806,739179,132,91822,130,66710,403,5306,323,9286.2%40.0%60.8% Born in Other State in the US78,057,0783,607,23582,935,0725,134,3924,877,9941,527,1576.2%42.3%31.3% Born Outside the US3,527,5511,666,6904,030,8031,815,618503,252148,92814.3%8.9%29.6% Foreign Born:31,107,88914,157,81737,960,93517,810,7796,853,0463,652,96222.0%25.8%53.3% The Hispanic or Latino population accounts for over half of the native born growth in America. Source: Decennial Census 2000 and American Community Survey 2008

20. 20 Population by Age in 2008 AgeUnited States Proportion United StatesHispanic or Latino Proportion Hispanic or Latino Native Hispanic or Latino Proportion Native Hispanic or Latino Total population304,060,00046,891,00028,463,000 Under 18 years73,922,00024.3%16,052,00034.2%14,611,00051.3% 18 to 34 years70,427,00023.2%13,368,00028.5%6,996,00024.6% 35 to 64 years120,898,00039.8%14,841,00031.6%5,702,00020.0% 65 years and over38,812,00012.8%2,631,0005.6%1,153,0004.1% AgeUnited StatesHispanic or Latino Native Hispanic or Latino Proportion of all Hispanic or Latino to overall United States Proportion of Native Hispanic or Latino to overall Hispanic or Latino Proportion of Native Hispanic or Latino to overall United States Total population304,060,00046,891,00028,463,00015.4%60.7%9.4% Under 18 years73,922,00016,052,00014,611,00021.7%91.0%19.8% 18 to 34 years70,427,00013,368,0006,996,00019.0%52.3%9.9% 35 to 64 years120,898,00014,841,0005,702,00012.3%38.4%4.7% 65 years and over38,812,0002,631,0001,153,0006.8%43.8%3.0% The Hispanic or Latino population is younger than the US overall This is especially true for native born Hispanics or Latinos for which over half are less than 18 years old About 22% of the United States younger than 18 is Hispanic or Latino, wherein the vast majority are native born 1 in every 5 Americans younger than 18 is a native born Hispanic or Latino Note: Numbers are rounded to the nearest 1,000 Source: American Community Survey 2008

21. 21 School Enrollment in 2008 United StatesHispanic or Latino Native Hispanic or Latino Proportion of Native Hispanic or Latino to overall Hispanic or Latino Proportion of Native Hispanic or Latino to overall United States School Enrollment Population 3 years and over enrolled in school79,855,000 14,440,000 12,260,00084.9%15.4% Nursery school, preschool5,111,000 953,000 924,00096.9%18.1% Kindergarten4,073,000 924,000 878,00095.0%21.5% Elementary school (grades 1-8)32,181,000 6,758,000 5,994,00088.7%18.6% High school (grades 9-12)17,169,000 3,220,000 2,596,00080.6%15.1% College or graduate school21,321,000 2,570,000 1,855,00072.2%8.7% Proportionally, there are more native born Hispanics or Latinos than the overall US population in grade school Note: Numbers are rounded to the nearest 1,000 Source: American Community Survey 2008

22. 22 Educational Attainment Among Adults in 2008 Note: Numbers are rounded to the nearest 1,000 Source: American Community Survey 2008 United States Proportion United StatesHispanic or Latino Proportion Hispanic or Latino Native Hispanic or Latino Proportion Native Hispanic or Latino Population 25 years and over200,030,000 25,558,000 10,461,000 Less than high school diploma30,005,00015.0% 10,019,00039.2% 2,341,00022.4% High school Graduate (includes equivalency)57,009,00028.5% 6,645,00026.0% 3,050,00029.2% Some college or associate's Degree57,609,00028.8% 5,597,00021.9% 3,353,00032.1% Bachelor's degree35,005,00017.5% 2,275,0008.9% 1,184,00011.3% Graduate or professional Degree20,403,00010.2% 1,022,0004.0% 517,0004.9% Native Hispanics or Latinos have lower educational attainment than the US population overall. United States Hispanic or Latino Native Hispanic or Latino Proportion of Native Hispanic or Latino to overall Hispanic or Latino Proportion of Native Hispanic or Latino to overall United States Population 25 years and over200,030,000 25,558,000 10,461,00040.9%5.2% Less than high school diploma30,005,000 10,019,000 2,341,00023.4%7.8% High school Graduate (includes equivalency)57,009,000 6,645,000 3,050,00045.9%5.3% Some college or associate's Degree57,609,000 5,597,000 3,353,00059.9%5.8% Bachelor's degree35,005,000 2,275,000 1,184,00052.1%3.4% Graduate or professional Degree20,403,000 1,022,000 517,00050.5%2.5% However, of the Hispanic or Latino population, native born individuals have a higher educational attainment.

23. 23 Employment of Individuals 16+ in 2008 Note: Numbers are rounded to the nearest 1,000 Source: American Community Survey 2008 Employment StatusUnited States Proportion United States Proportion Hispanic or Latino Native Hispanic or Latino Proportion Native Hispanic or Latino Population 16 years and over238,764,00032,402,00015,125,000 In labor force157,346,00065.9%22,487,00069.4%10,081,00066.7% Civilian labor force156,152,00065.4%22,357,00069.0%9,981,00066.0% Employed146,363,00093.7%20,672,00092.5%9,074,00090.9% Unemployed10,028,0006.4%1,685,0007.5%907,0009.1% Armed Forces1,194,0000.5%162,0000.5%132,0000.9% Not in labor force81,419,00034.1%9,915,00030.6%5,044,00033.3% Employment StatusUnited StatesHispanic or Latino Native Hispanic or Latino Proportion of Native Hispanic or Latino to overall Hispanic or Latino Proportion of Native Hispanic or Latino to overall United States Population 16 years and over238,764,00032,402,00015,125,00046.7%6.3% In labor force157,346,00022,487,00010,081,00044.8%6.4% Civilian labor force156,152,00022,357,0009,981,00044.6%6.4% Employed146,363,00020,672,0009,074,00043.9%6.2% Unemployed10,028,0001,685,000907,00053.8%9.0% Armed Forces1,194,000162,000132,00081.4%11.0% Not in labor force81,419,0009,915,0005,044,00050.9%6.2% Unemployment is higher among the Hispanic or Latino population, especially among those native born. Most of the Hispanics or Latinos in the armed forces are native born.

24. 24 Employment by Selected Industries in 2008 Note: Numbers are rounded to the nearest 1,000 Source: American Community Survey 2008 IndustryUnited States Proportion United States Proportion Hispanic or Latino Native Hispanic or Latino Proportion Native Hispanic or Latino Civilian employed population 16 years and over146,266,00020,663,0009,073,000 Construction10,824,0007.4%2,583,00012.5%644,0007.1% Manufacturing16,382,00011.2%2,376,00011.5%812,0008.9% Retail trade16,967,00011.6%2,294,00011.1%1,288,00014.2% Educational services, and health care and social assistance31,740,00021.7%3,162,00015.3%1,890,00020.8% Public administration6,875,0004.7%661,0003.2%502,0005.5% Native born Hispanics or Latinos work less in manufacturing and construction, but work more in education, public administration, and retail.

25. 25 Language Spoken at Home and English Speaking Ability United States Proportion United States Hispanic or Latino Proportion Hispanic or Latino Native Hispanic or Latino Proportion Native Hispanic or Latino Population 5 years and over283,150,00041,639,00023,944,000 English only227,366,00080.3%9,871,00023.7%9,202,00038.4% Language other than English55,784,00019.7%31,607,00075.9%14,742,00061.6% Speak English less than "very well"24,439,00043.8%15,493,00049.0%3,162,00021.4% Languages Spoken at Home in 2008 Language Spoken at Home and English Speaking AbilityUnited StatesHispanic or Latino Native Hispanic or Latino Proportion of Native Hispanic or Latino to overall Hispanic or Latino Proportion of Native Hispanic or Latino to overall United States Population 5 years and over283,150,00041,639,00023,944,00057.5%8.5% English only227,366,0009,871,0009,202,00093.2%4.0% Language other than English55,784,00031,607,00014,742,00046.6%26.4% Speak English less than "very well"24,439,00015,493,0003,162,00020.4%12.9% Note: Numbers are rounded to the nearest 1,000 Source: American Community Survey 2008 The vast majority of Hispanics or Latinos who speak only English are native born A small percentage of native born Hispanics or Latinos that speak another language, speak English less than “very well”.

26. 26 Note: Numbers are rounded to the nearest 1,000 Source: American Community Survey 2008 Care of Children in 2008 Responsibility for Grandchildren under 18 years of age United States Proportion United States Proportion Hispanic or Latino Native Hispanic or Latino Proportion Native Hispanic or Latino Population 30 years and over179,103,00021,481,0008,472,000 Living with grandchild(ren)6,448,0003.6%1,504,0007.0%446,0005.3% Responsible for grandchild(ren)72,895,00040.7%6,917,00032.2%3,447,00040.7% The native born Hispanic or Latino population is more likely to have extended family in their households than the general US population. Also, native born grandparents are more likely to take care of their grandchildren.

27. 27 Note: Numbers are rounded to the nearest 1,000 Source: American Community Survey 2008 Housing Statistics in 2008 Housing United States Proportion United States Proportion Hispanic or Latino Native Hispanic or Latino Proportion Native Hispanic or Latino Occupied housing units113,101,00012,627,0005,654,000 Owner-occupied housing units75,325,00066.6%6,200,00049.1%2,960,00052.4% Renter-occupied housing units37,776,00033.4%6,427,00050.9%2,694,00047.6% Native born Hispanics or Latinos are slightly more likely to own their own house rather than rent.