With Census campaign, the audience is everyone

09/29/2009 | Advertising Age (tiered subscription model)

The U.S. Census Bureau with agency DraftFCB, New York, will roll out a $300 million campaign that includes $140 million in measured media spending with an eye toward getting Americans to be counted in the 2010 Census, either by filling out forms or by cooperating with roving Census workers. DraftFCB EVP Jeff Tarakajian said: "Typically, when we do a campaign, we are discovering the broad-enough target audience. In this case, everyone is the target audience."

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