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Census Officials Kick Off $250 Million Ad Campaign in Washington

NNPA NEWSWIRE — At a news conference at Arena Stage in Washington, D.C., Census officials revealed that they would have more than 1,000 ads that target a range of demographics in 13 different languages. Those ads are projected to reach 99 percent of U.S. households.

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“Through advertising, public events, partnerships and digital and traditional media, we are embarking on a nationwide effort to let everyone in the country know about the upcoming 2020 Census and encourage them to respond online, by phone or by mail,” said Steven Dillingham, director of the Census Bureau. (Photo: iStockphoto / NNPA)

By Stacy M. Brown, NNPA Newswire Senior Correspondent

@StacyBrownMedia

The U.S. Census Bureau unveiled its $500 million “Shape Your Future. Start Here,” 2020 ad campaign on Tuesday, January 14, in Washington, D.C.

Nearly $38 million – or approximately 16 percent – of the paid media budget is earmarked toward African American and black audiences.

The “Shape Your Future. Start Here,” tagline is geared to helping underscore the notion that people can shape their future by responding to the 2020 Census.

At a news conference at Arena Stage in Washington, D.C., Census officials revealed that they would have more than 1,000 ads that target a range of demographics in 13 different languages. Those ads are projected to reach 99 percent of U.S. households.

“The 2020 Census is here and like we say in the ad: ‘Across America, we all count,’” Steven Dillingham, director of the Census Bureau, stated at the news conference.

“The 2020 Census is your census, and its success depends on you. It’s a once-in-a-decade chance to inform how billions of dollars in funding are allocated for critical public services like hospitals and health care clinics, schools and education programs, roads and bridges, and emergency response for the next 10 years,” Dillingham stated.

He continued:

“Through advertising, public events, partnerships and digital and traditional media, we are embarking on a nationwide effort to let everyone in the country know about the upcoming 2020 Census and encourage them to respond online, by phone or by mail.

“And we are extremely committed to reaching those people who are historically undercounted.

The communications campaign includes television and radio commercials, digital, social media and print advertising and messaging on billboards and at bus stops.

The Census’ massive public education effort encourages participation among multicultural and hard-to-count populations with ads in English and 12 other languages: Arabic, Chinese, French, Haitian Creole, Japanese, Korean, Polish, Portuguese, Russian, Spanish, Tagalog and Vietnamese.

During the conference, several samples of the video advertisements were previewed.

In one video, children were featured teaching adults how to count their forms. The ad aims to curb the routine undercounting of children.

In another ad that’s specifically geared to African Americans called “The Mural,” Census officials highlight a desire for an accurate count in the black community.

“Taking the 2020 United States Census impacts how funding flows in our communities for many programs and services,” the ad notes. “Because when a community comes together, anything is possible.”

The ads will run on television, radio, the internet, newspapers, magazines, billboards, and various special events.

Bureau officials said there are three main phases of the campaign: Awareness, Motivation, and Reminder. The first began on Tuesday, January 14, the day of the news conference, and will run through March.

The Motivation phase will highlight how easy it is and the benefits of completing the Census, which can be done online, by telephone or through the mail.

During the Reminder phase, officials plan to mount a campaign that points out the urgency to count everyone with as many as 500,000 census takers and other employees swarming the nation seeking to collect data from all residents.

Census officials emphasized the importance of digital for the campaign.

About 29 percent of the paid media portion of the ad budget is allocated toward digital and social media channels; only television, at 39 percent, has a larger allocation. Johnson noted that as many as 65 percent of people are expected to complete the Census online this year.

The 2020 Census is billed as the most extensive collection of statistical information on everyone who lives in the United States and is required by the U.S. Constitution.

Responses to the 2020 Census will shape how more than $675 billion in federal funding is distributed to local communities.

The U.S. Census Bureau’s goal is a complete and accurate count and, utilizing paid media is a critical component of the campaign, officials stated.

In spreading ad dollars, the U.S. Census Bureau has decided against advertising in the Super Bowl this year after previously running ads in 2010 and 2000.

“It isn’t an efficient spend of taxpayers’ dollars,” Alex Hughes, a census program director at VMLY&R, which is handling the campaign, told reporters.

“The work, research and dedication that has gone into this campaign is unmatched to that of any previous censuses,” stated Kendall Johnson, executive director of the communications contract for the Census Bureau.

“Our outreach is multifaceted with a heavy focus on increasing response among groups that are historically undercounted. And it’s based on the most extensive research ever conducted to understand both what motivates people to respond to the census and what prevents them from responding,” Johnson stated.

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Remembering George Floyd

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OP-ED: Oregon Bill Threatens the Future of Black Owned Newspapers and Community Journalism

BLACKPRESSUSA NEWSWIRE — Nearly half of Oregon’s media outlets are now owned by national conglomerates with no lasting investment in local communities. According to an OPB analysis, Oregon has lost more than 90 news jobs (and counting) in the past five years. These were reporters, editors and photographers covering school boards, investigating corruption and telling community stories, until their jobs were cut by out-of-state corporations.

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By Dr. Benjamin F. Chavis, Jr.
President and CEO, National Newspaper Publishers Association

For decades, The Skanner newspaper in Portland, the Portland Observer, and the Portland Medium have served Portland, Oregon’s Black community and others with a vital purpose: to inform, uplift and empower. But legislation now moving through the Oregon Legislature threatens these community news institutions—and others like them.

As President and CEO of the National Newspaper Publishers Association (NNPA), which represents more than 255 Black-owned media outlets across the United States—including historic publications like The Skanner, Portland Observer, and the Portland Medium—l believe that some Oregon lawmakers would do more harm than good for local journalism and community-owned publications they are hoping to protect.

Oregon Senate Bill 686 would require large digital platforms such as Google and Meta to pay for linking to news content. The goal is to bring desperately needed support to local newsrooms. However, the approach, while well-intentioned, puts smaller, community-based publications at a future severe financial risk.

We need to ask – will these payments paid by tech companies benefit the journalists and outlets that need them most? Nearly half of Oregon’s media outlets are now owned by national conglomerates with no lasting investment in local communities. According to an OPB analysis, Oregon has lost more than 90 news jobs (and counting) in the past five years. These were reporters, editors, and photographers covering school boards, investigating corruption, and telling community stories, until their jobs were cut by out-of-state corporations.

Legislation that sends money to these national conglomerate owners—without the right safeguards to protect independent and community-based outlets—rewards the forces that caused this inequitable crisis in the first place. A just and inclusive policy must guarantee that support flows to the front lines of local journalism and not to the boardrooms of large national media corporations.

The Black Press exists to fill in the gaps left by larger newsrooms. Our reporters are trusted messengers. Our outlets serve as forums for civic engagement, accountability and cultural pride. We also increasingly rely on our digital platforms to reach our audiences, especially younger generations—where they are.

We are fervently asking Oregon lawmakers to take a step back and engage in meaningful dialogue with those most affected: community publishers, small and independent outlets and the readers we serve. The Skanner, The Portland Observer, and The Portland Medium do not have national corporate parents or large investors. And they, like many smaller, community-trusted outlets, rely on traffic from search engines and social media to boost advertising revenue, drive subscriptions, and raise awareness.

Let’s work together to build a better future for Black-owned newspapers and community journalism that is fair, local,l and representative of all Oregonians.

Dr. Benjamin F. Chavis Jr., President & CEO, National Newspaper Publishers Association

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Hate and Chaos Rise in Trump’s America

BLACKPRESSUSA NEWSWIRE — Tactics ranged from local policy manipulation to threats of violence. The SPLC documented bomb threats at 60 polling places in Georgia, traced to Russian email domains.

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By Stacy M. Brown
Black Press USA Senior National Correspondent

The Southern Poverty Law Center has identified 1,371 hate and antigovernment extremist groups operating across the United States in 2024. In its latest Year in Hate & Extremism report, the SPLC reveals how these groups are embedding themselves in politics and policymaking while targeting marginalized communities through intimidation, disinformation, and violence. “Extremists at all levels of government are using cruelty, chaos, and constant attacks on communities and our democracy to make us feel powerless,” said SPLC President Margaret Huang. The report outlines how hard-right groups aggressively targeted diversity, equity, and inclusion (DEI) initiatives throughout 2024. Figures on the far right falsely framed DEI as a threat to white Americans, with some branding it a form of “white genocide.” After the collapse of Baltimore’s Francis Scott Key Bridge, a former Utah legislator blamed the incident on DEI, posting “DEI = DIE.”

Tactics ranged from local policy manipulation to threats of violence. The SPLC documented bomb threats at 60 polling places in Georgia, traced to Russian email domains. Similar threats hit Jewish institutions and Planet Fitness locations after far-right social media accounts attacked them for trans-inclusive policies. Telegram, which SPLC describes as a hub for hate groups, helped extremists cross-recruit between neo-Nazi, QAnon, and white nationalist spaces. The platform’s lax moderation allowed groups like the Terrorgram Collective—designated terrorists by the U.S. State Department—to thrive. Militia movements were also reorganized, with 50 groups documented in 2024. Many, calling themselves “minutemen,” trained in paramilitary tactics while lobbying local governments for official recognition. These groups shared personnel and ideology with white nationalist organizations.

The manosphere continued to radicalize boys and young men. The Fresh & Fit podcast, now listed as a hate group, promoted misogyny while mocking and attacking Black women. Manosphere influencers used social media algorithms to drive youth toward male-supremacy content. Turning Point USA played a key role in pushing white nationalist rhetoric into mainstream politics. Its leader Charlie Kirk claimed native-born Americans are being replaced by immigrants, while the group advised on Project 2025 and organized Trump campaign events. “We know that these groups build their power by threatening violence, capturing political parties and government, and infesting the mainstream discourse with conspiracy theories,” said Rachel Carroll Rivas, interim director of the SPLC’s Intelligence Project. “By exposing the players, tactics, and code words of the hard right, we hope to dismantle their mythology and inspire people to fight back.”

Click here for the full report or visit http://www.splcenter.org/resources/guides/year-hate-extremism-2024.

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