Philanthropic
Communications
for Social Impact
Case Study
Our work has focused on message creation, asset production, media coordination, and community mobilization to address consistently large undercounts of Latinos in the Census when in fact they are the largest ethnic group in California, making up 40% of the population
Related capabilities
ADVERTISING & MARKETING
CREATIVE & DESIGN
COMMUNITY OUTREACH
GOVERNMENT RELATIONS
The Challenge
Ensuring an accurate count of California’s Latinos in the 2020 Census.
With a decades-long undercount of Latinos in the Census, community, philanthropic, and media partnerships are critical to advance culturally impactful and effective in-language strategies to ensure a full and accurate count. Our country’s economic, social, and civic well-being depends on it.
Our Approach
Combining on-the-ground engagement work with media partnerships resulted in a multi-faceted campaign that enabled robust communication and collaboration with hard-to-count communities, encouraging and increasing participation to achieve a complete count.
Tzunu focused on developing a multicultural communications strategy that crossed trust and language barriers. Our team managed coalition-building efforts and activated earned and paid media campaigns that ensured an equitable distribution of resources and outreach to reach hard-to-count Latino and other diverse households.
Evaluation
Significant added value was integrated through various outlets and coverage.
Our intersectional approach elevated trusted community voices and brands and, through our established relationships, resulted in numerous feature articles and other editorial coverage by relevant media outlets, as well as digital activations and virtual convenings
The integrated strategic approach had a multiplier effect. By reflecting and responding to the existing social and political climate within Latino communities across the State of California, we were able to inspire widespread engagement. We produced rapid response mobilizations that included the dissemination of important Census information, coordination of events, and COVID-19 responses. We also respectfully engaged with the news cycle around the civil unrest of 2020, helping to acknowledge and shift the narrative to help respondents feel safe and confident about participating during a tumultuous time.
Results
In a multitude of outlets.
Captured through earned media.
In a multitude of outlets.
