PHILANTHROPIC COMMUNICATIONS FOR SOCIAL IMPACT
Our work has focused on message creation, asset production, media coordination, and mobilization, and delivery to address consistently disproportionate large undercounts of Latinos in the Census who account for the largest ethnic group in California with 40% of the population.
THE CHALLENGE
Ensuring an accurate count of California’s Latinos in the 2020 Census is critical.
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.
WHAT WE DID
Combining on-the-ground engagement work with media partnerships allowed for robust collaboration and engaging hard-to-count communities to participate and achieve a complete count.
Tzunu focused on developing a multicultural communications strategy that crossed trust and language barriers. Our team managed a complex set of coalition building and earned and paid media strategies that ensured an equitable distribution of resources and outreach to reach hard-to-count Latino and other diverse households.
COMMUNICATIONS PARTNERS
SELECT MEDIA PARTNERS
RESULTS
Our partnership strategy with media outlets with strong CBOs ground strategies was key in ensuring communities received the information required to fill out the census.
Amid a pandemic, robust efforts to misinform, alterations and delays to census field operations, and continued shifting deadlines, Tzunu brought together philanthropic partners, community voices, and community media to create an intersectional approach to message delivery.
118 ARTICLES
In a multitude of outlets.
170 ADS
In a multitude of outlets.
13,975,000 IMPRESSIONS
Captured through earned media.
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, resulting in significant added value, which integrated major articles and editorial coverage and important digital mobilizations and virtual convenings.
The integrated strategic approach had a multiplier effect. It adequately reflected and responded to the current social and political climate within Latino communities throughout the State of California, ensuring widespread participation. We produced rapid response mobilizations ranging from the dissemination of important Census information, coordination of events, COVID-19 responses, and weaving in critical media moments that shifted the narrative, such as the uprising mobilizations/civil unrest of 2020, as well as other tactics which helped respondents feel confident to participate during tumultuous times.
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