Pledge To Exist Complete Book

pledge
to
EXIST
Presented To:
The U.S. Census Bureau
Created By:
Panthera Onca
Chapman University
Adviser:
Joan Gladstone
Census 2010
Travis Culver Maria Delano Alyssa Mihm Philia Pak Amanda Vo
Table of Contents
Executive Summary.....................................................1
Situation Analysis.......................................................1
Research.................................................................2
Key Publics..............................................................3
Challenges & Opportunities...........................................4
Theme & Key Messages................................................5
Campaign Plan..........................................................6
Evaluation.............................................................10
Appendix................................................................11
Census 2010 . Pledge to Exist

Introduction
Executive Summary
The 2010 Chapman University PRSSA Bateman Team is proud to present our Pledge to Exist Campaign. The
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participate in the 2010 U.S. Census.
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inspirational focus group, that members of the Orange County homeless population doubted whether their
participation in the Census would count.
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theme of “existence” with a call to action: pledge. Pledge to Exist was born.
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reach our Asian American public, we participated in the Tet Festival, the annual Vietnamese New Year’s
celebration, and a Census Festival in Long Beach that was arranged by the Cambodian Complete Count
Committee. The festival featured free health services and a food drive, which attracted the surrounding
homeless population.
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for our press releases, and press coverage by local media. At each event, we conducted outreach, distributed
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counts” into Pledges to Exist.
Situation Analysis
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accurate count of the U.S. population every 10 years. Our goal was to support the 2010 Census by stimulating
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their community.
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these programs could be negatively affected. The population data collected from the Census also
helps determine the planning of something that many Southern Californians have been anxiously
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shelters also rely on Census data to determine how much funding they will receive through Human
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1
Research
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Chapman University
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4,500 undergraduate students and 2,000 graduate students. The student body is 51% Caucasian, 9% Asian/
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addition to parental support.
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helped shape our campaign.
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of all the facts that we gave to the group, those they valued as most important and relevant were: an
accurate allocation of government funding, the possibility of more seats in the House of Representatives and
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Orange County Asian Americans

Orange County is home to a growing number of Asian Americans, including those of Vietnamese, Korean,
Chinese, Japanese and other Asian heritage. The typical income for Asian American families is moderate to
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and place a high value on education.
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2
Research
Orange County Homeless Community
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homeless shelters, or in extreme cases, living on the streets.
According to the 2006 Needs Assessment conducted by the city of Santa Ana, Calif., approximately 35,065
people have experienced homelessness in Orange County. Of those 35,065, 24,545 are people in families and
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homeless population.
Key Publics
Chapman University Students

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Orange County Asian Americans

Asian Americans between the ages of 15 and 65.
Orange County Homeless

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3
Challenges & opportunities
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abilities in our campaign.
Chapman University Students: The majority of campaign research took place in December and
January, when students were not on campus due to Chapman’s six-‐week winter interterm.
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to achieve a high number of responses, while also fostering intimate communication through
personal interviews, informational sessions, and focus groups.
Asian Americans: We faced major obstacles in communication due to cultural and language
barriers. We knew from our research that the Asian American population greatly values their
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through to give or receive useful information.
To counteract this obstacle, we researched upcoming events and partnered with Census
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Asian American publics. Our initiatives included partnering with a prominent Orange County
Asian American church leader, who helped us translate all of our materials into Korean and
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the Vietnamese Lunar New Year, and the Long Beach Census Festival, sponsored by the
Cambodian Complete Count Committee (CCCC).
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to be sensitive and understanding towards each individual’s situation, we also had to work
around the fact that there was not a central or easy way to communicate with this group.
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events that helped the homeless by sponsoring health care initiatives and food drives,
such as the Long Beach Census Festival.

4
Theme & Key messages
Theme
Our theme is simple and powerful: Pledge to Exist. The Census presents a decentennial opportunity to prove
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individual, no matter his or her age, ethnicity or living situation, had one strong desire in common: to matter,
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U.S. Census logo and mirrored the imagery of the hand. The Pledge to Exist campaign served as a mantra
that we spread throughout Chapman’s campus and the local communities. The theme encouraged our target
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Messages
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friends and neighbors would gain by completing the Census.
Census Campaign Messages
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$400 billion in federal funds can be allocated to distribute to local communities,

if an accurate count is taken.
A correct count of California guarantees that we are represented with the

appropriate amount of House Representatives.
Pledge to Exist Messages
You’ve always pledged your allegiance to your country, now you need to pledge
to exist.
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need to worry about identity theft.
You are encouraged to vote on the issues every four years, so why wouldn’t you
help shape those issues by participating in the Census every 10 years?
The Census is the shortest it has ever been and takes only a few minutes to
complete, but its results can affect you for a lifetime.

5
Campaign Plan
Objective 1: To educate Chapman students about the purpose
of the 2010 Census, and achieve pledges to participate from
500 students by February 28, 2010.
( )
Rationale: According to our primary research, 62% of Chapman students surveyed did not know
the Census would be taking place this year, and 52% did not have an adequate understanding of
why the Census is taken every 10 years. Therefore, our goal was to educate Chapman students
about the Census and ultimately inspire them to be more willing to participate in the Census
when it is distributed in March.
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Census.
Tactic 1: Create the campaign theme “Pledge to Exist”
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branded all our materials with Pledge to Exist, Census 2010, and used a color scheme and hand logo that
was consistent with the Census’ own campaign.
Tactic 2: Facilitate Census conversations

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students. This allowed us to enhance our campaign strategy and promote a general awareness of the
2010 Census.
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February.
Tactic 4: Develop social media sites
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Tactic 5: Make informational presentations to on-‐campus clubs
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reached more than 160 students.

6
Campaign Plan
Tactic 6: Ensure the Pledge to Exist press releases rank high on Google
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Google search for “2010 Census in Orange, CA.”
Tactic 7: Gain recognition for our campaign on credible, well-‐known blogs
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the college demographic, according to our primary research. The online newspaper Orange County
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Census.
Tactic 1: Co-‐sponsor the Super Mash Bros Concert

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following the concert.
Tactic 2: Host PledgeStock

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WKDWHQFRXUDJHGWKHDXGLHQFHWRWDNHWKH3OHGJHWR([LVW3OHGJH6WRFNDOVRIHDWXUHGWZROLYHEDQGVWR
IXUWKHUDSSHDOWRWKHFROOHJHGHPRJUDSKLF:HVHWXSDGHVLJQDWHGDUHDZKHUHVWXGHQWVFRXOGEHÀOPHG
PDNLQJWKHLUXQLTXH3OHGJHVWR([LVWUHVXOWLQJLQYLGHRWDSHGSOHGJHV2XURXWUHDFKUHVXOWHGLQRYHU
FRQÀUPHGJXHVWV
Tactic 3: Social media pledges

:HHQFRXUDJHGVWXGHQWVWRWDNHWKH3OHGJHWR([LVWE\ZULWLQJWKHLUSOHGJHRQRXU7ZLWWHURU)DFHERRN
wall, which led to a total of 54 social media pledges.
Tactic 4: Photograph Pledges at Club Presentations

$IWHURXUSUHVHQWDWLRQVWRÀYHFOXEVRQFDPSXVZHDVNHGWKHPLIWKH\QRZIHOWPRUHLQIRUPHG
DQGZLOOLQJWRSDUWLFLSDWHLQWKH&HQVXV,IVRZHDVNHGWKHPWRWDNHWKH3OHGJHWR([LVW
in a photograph.

7
Campaign Plan
Objective 2: To extend the Pledge to Exist Campaign to the Asian

American community in Orange County in order to inform and inspire
them to participate in the 2010 Census.
( )
Rationale: According to our secondary research of the Asian American community’s views
towards the Census, we found that they are traditionally much less likely to take the
Census and are under-‐counted every 10 years. Our primary research surveys and attitude
analysis taught us that the Asian American community in Orange County values their
privacy and have a misunderstanding that the Census is a violation of their privacy.
Therefore, our goal became to educate this target audience about the fact that the
Census does not need to invade their privacy and inspire them to take the Census in order
WRUHDSWKHEHQHÀWVIRUWKHLUFORVHNQLWFRPPXQLW\
675$7(*< ,QIRUP WKH $VLDQ $PHULFDQ FRPPXQLW\ WKDW WKH &HQVXV GRHV QRW DVN SHUVRQDO
TXHVWLRQVDQGWKDW&HQVXVZRUNHUVZLOOQRWFRPHGRRUWRGRRULIWKH\PDLOWKHIRUPEDFNULJKW
away.
7DFWLF'RRUWRGRRUVXUYH\LQJDQGLQIRUPLQJLQDUHVLGHQWLDO$VLDQFRPPXQLW\LQ)XOOHUWRQ
:HZHQW to an Asian American community in Fullerton, Calif. to gain a better understanding of their
RSLQLRQV WRZDUGV WKH &HQVXV DQG VWDUWHG &HQVXVRULHQWHG FRQYHUVDWLRQV WR SURPRWH DZDUHQHVV RI WKH
2010 Census.
7DFWLF8VHDWUXVWHGRSLQLRQOHDGHUWRFRQYH\RXUPHVVDJH
Our primary research taught us that the Asian American community in Fullerton only accepts information
from trusted sources within their own community. Therefore, we partnered with a board member at an
established Korean church to translate our materials and distribute them to the church community.
7DFWLF3DUWQHUZLWKWKH86&HQVXV%XUHDXDWHYHQWVIRU2UDQJH&RXQW\$VLDQ$PHULFDQV
:HSDUWQHUHGZLWKWKH86&HQVXV%XUHDXHPSOR\HHVDWWKH0RELOH&HQVXVERRWKDW7KX3KDW0DUNHWD
9LHWQDPHVHVXSHUPDUNHWLQ*DUGHQ*URYH&DOLIDQGWKH7HW)HVWLYDODPDMRU/XQDU1HZ<HDUFHOHEUDWLRQ
DWWHQGHGE\WKRXVDQGVRI9LHWQDPHVHHYHU\\HDU:HGLVWULEXWHGWUDQVODWHGPDWHULDOVWRDEURDGHU$VLDQ
community with the help of the credible Census employees.
Tactic 4: Host a booth at the Cambodian Complete Count Committee Census Festival
:HUHVHUYHGDQGPDQQHGDERRWKQH[WWRWKHRIÀFLDO&HQVXVDWWKLV&HQVXV)HVWLYDOLQ/RQJ%HDFK
to distribute our informational materials to over 100 guests and reach a broader Asian American
audience.
7DFWLF*DLQUHFRJQLWLRQRQHVWDEOLVKHG$VLDQ$PHULFDQEORJV
:HSLWFKHGSUHVVUHOHDVHVWRPDQ\FUHGLEOHEORJJHUVEDVHGLQWKH2UDQJH&RXQW\DUHD7KH
$VLDQ3DFLÀF,VODQGHU&RXQWVblog SXEOLVKHGRXUSUHVVUHOHDVHYHUEDWLPDQGOLQNHGWRRXUVRFLDO
PHGLD:HEVLWHV

8
Campaign Plan
7DFWLF*DLQSXEOLFLW\RQORFDOQHZVEURDGFDVWV
:H ZHUH LQWHUYLHZHG DW WKH /RQJ %HDFK &HQVXV )HVWLYDO E\ ORFDO VWDWLRQ /RQJ %HDFK &KDQQHO DQG
discussed our campaign and initiatives for reaching the Asian American community in Orange County.
675$7(*<,QVSLUHWKH$VLDQ$PHULFDQFRPPXQLW\WR´3OHGJHWR([LVWµE\SOHGJLQJWR
SDUWLFLSDWHLQWKH&HQVXV
Tactic 1: Promote our Pledge to Exist booth with a t-‐shirt contest
:HFKDOOHQJHGDWWHQGHHVWREULQJDWOHDVWÀYHQHZSHRSOHWRRXUERRWKDQGLQUHWXUQJDYHDZD\RXU
3OHGJHWR([LVWWVKLUWVDVSUL]HVLQRUGHUWREULQJPRUHWUDIÀFWRRXUWDEOH
Tactic 2: Photograph pledges at the Long Beach Census Festival

:HSKRWRJUDSKHGSHRSOHWDNLQJWKH3OHGJHWR([LVW
Tactic 3: Photograph pledges at the Tet Festival

:HSKRWRJUDSKHGVHYHQSHRSOH3OHGJLQJWR([LVW
Objective 3: To extend the Pledge to Exist campaign to a representative
group of homeless people in Orange County.
( )
Rationale: Our secondary research taught us that the homeless population is the most
GLIÀFXOW WR DFFXUDWHO\ FRXQW LQ WKH &HQVXV IRU WKH REYLRXV UHDVRQ WKDW WKH\ KDYH QR
homes to mail the form to or visit. Therefore we made a goal to reach out to the
homeless community in Orange County for primary research purposes and to better
understand how this audience can successfully take the Census.
675$7(*< ,QIRUP WKH KRPHOHVV FRPPXQLW\ DERXW WKH UHOHYDQW EHQHÀWV RI DQ DFFXUDWH
Census count.
Tactic 1: Host a focus group at the Illumination Foundation Homeless Shelter in Costa Mesa
:HDUUDQJHGDIRFXVJURXSZLWKVHYHQKRPHOHVVSHRSOHWKURXJKWKH,OOXPLQDWLRQ)RXQGDWLRQLQRUGHUWR
understand their opinions and concerns about the 2010 Census.
Tactic 2: Motivate the homeless at the Illumination Foundation to Pledge to Exist
$IWHUVSHDNLQJZLWKWKHKRPHOHVVDWRXUIRFXVJURXSDOOVHYHQVDLGWKDWWKH\ZHUHQRZPRUHLQVSLUHGWR
WDNHWKH&HQVXV
Tactic 3: Distribute materials to homeless attendees at the Census Festival in Long Beach
The Census festival offered free medical service and food giveaways to attract a homeless
DXGLHQFH:HZHUHDEOHWRGLVWULEXWHRXUFROODWHUDOWRWKHVHDWWHQGHHVPDQ\RIZKRPZHUH
inspired to Pledge to Exist.

9
Evaluation
Objective 1: Results
Over the course of the February campaign, 679 &KDSPDQ VWXGHQWV WRRN WKH 3OHGJH WR ([LVW
7KHEUHDNGRZQLVDVIROORZVWRRNWKHLUSKRWRSOHGJHDWWKH6XSHU0DVK%URVFRQFHUW
SOHGJHGRQRXU)DFHERRNDQG7ZLWWHUSDJHVSOHGJHGE\YLGHRDWWKH3OHGJH6WRFNHYHQWDQG
we recorded 100 verbal pledges during dorm visits.
$FFRUGLQJ WR DQ H[LW VXUYH\ FRQGXFWHG RQ )HEUXDU\ RI WKH VWXGHQWV UHVSRQGHG WKDW
the Pledge to Exist campaign increased their understanding of the Census and its importance.
Furthermore, an outstanding 100% of the students pledged that they would participate in this
\HDU·V&HQVXV2XURQOLQHVXUYH\UHVXOWVUHYHDOHGVLPLODUÀQGLQJVZLWKDLQFUHDVHLQZLOOLQJQHVV
WRSDUWLFLSDWHLQWKH&HQVXVRIZKRPDFFUHGLWWKH3OHGJHWR([LVWFDPSDLJQZLWKFRQYLQFLQJ
them to do so.
%\XVLQJDFDPSDLJQWKHPHDQGGHVLJQWKDWUHVRQDWHGZLWKWKHFROOHJHGHPRJUDSKLFHPSKDVL]LQJ
WKH EUHYLW\ DQG SRVLWLYH EHQHÀWV RI WKH &HQVXV DQG FRQQHFWLQJ WKH &HQVXV ZLWK D YDULHW\ RI
HQWHUWDLQPHQWVW\OHHYHQWVZHZHUHDEOHWRSURPRWHDSRVLWLYHLPDJHRIWKH&HQVXVRQFDPSXV
%\HQFRXUDJLQJVWXGHQWVWRFRPSOHWHWKH&HQVXVZHH[FHHGHGRXUJRDOE\QHDUO\
7KURXJKRXWWKHPRQWKRI)HEUXDU\ZHHQFRXUDJHGPHPEHUVRIWKH$VLDQ$PHULFDQFRPPXQLW\
LQ2UDQJH&RXQW\WRWDNHWKH3OHGJHWR([LVW7KHEUHDNGRZQWKUHHSOHGJHGGXULQJGRRUWRGRRU
surveys, 25 pledged at a populated Korean church, seven at the Tet Festival in Garden Grove, and
DWWKH/RQJ%HDFK&HQVXV)HVWLYDO:HGLVWULEXWHGPRUHWKDQÁ\HUVZLWKLQIRUPDWLRQDERXW
RXUFDPSDLJQDWWKHHYHQWVZHDWWHQGHGDQGVSRNHZLWKRYHUSHRSOHDERXWRXUFDPSDLJQ
:HPHWWKLVREMHFWLYHWKURXJKDOORIRXURXWUHDFKLQLWLDWLYHVWKDWZHUHSRVLWLYHO\UHFHLYHGE\WKH
Asian American community, as proven in our exit surveys and pledges received.
:H PDGH D SUHVHQWDWLRQ DERXW WKH &HQVXV WR WKH ,OOXPLQDWLRQ )RXQGDWLRQ LQ &RVWD 0HVD DQG
FRQGXFWHGDIRFXVJURXSZLWKVHYHQKRPHOHVVSHRSOH:HLQIRUPHGWKHPRIWKHZD\VWKH&HQVXV
FDQEHQHÀWWKHPDQGOLVWHQHGWRWKHLUDGYLFHDQGFRQFHUQV%\WKHHQGRIRXUSUHVHQWDWLRQDOO
VHYHQSOHGJHGWRWDNHWKH&HQVXVDQGVSUHDGWKHZRUG:HPHWWKLVREMHFWLYHWKURXJKRXU
SHUVRQDO RXWUHDFK WR WKH ,OOXPLQDWLRQ )RXQGDWLRQ DQG RXU SUHVHQFH DW WKH /RQJ %HDFK
&HQVXV)HVWLYDOZKLFKFRPELQHGSURYLGHGSOHGJHVDQGSRVLWLYHIHHGEDFN

10
Appendix
Census 2010: Pledge To Exist

Table of Contents
Budget.............................................................................1
Appendix A: Events..............................................................2
Event 1: Super Mash Bros Concert Visuals
Photographs............................................................3
Facebook Event.............................................................9
Event 2: Club Information Sessions/Mobile Census
Photographs.................................................................10
Event 3: Tet Festival
Photographs.................................................................11
Event 4: PledgeStock
Photographs.................................................................12
Skit Script..................................................................13
Facebook Event............................................................16
Event 5: Long Beach Census Festival
Photographs.................................................................17
Appendix A1: News Coverage...............................................18
Media Pitch Schedule............................................................19
Outreach Schedule...............................................................21
News Coverage...................................................................22
Appendix A2: Press Releases..................................................28
Search Engine Optimization....................................................39
Appendix B: Event Promotion Materials....................................40
Appendix B1: Social Media....................................................46
GoogleAnalytics..................................................................54
Appendix C: Research..........................................................58
Primary Research.................................................................59
Secondary Research.............................................................65
Bibliography.......................................................................70
Introduction
The following is a culmination of the Pledge to Exist campaign materials;

everything from photographs to pitch schedules, and from event DVD’s to Killer
Clown bands taking the Pledge are included. Our campaign was as it appears in
this book—colorful, impactful, and inspiring.
The appendix will complete our campaign for you as it provides visuals and
graphics to help tell our story. We have sectioned it off by the major components
that drove our campaign: special events, media, promotions and research. We
have provided materials both illustrative and factual to bring Pledge to Exist
to life for you.
As you read through these pages, you will see the foundational research that
helped us create this campaign, and the individuals who were inspired to take
the Pledge to Exist.

Budget
Pledge to Exist Budget

Pledge to Exist T-‐Shirts (12) $40.00
Pledge to Exist Bracelets (150) 60.00
CDs to promote Super Mash Bros./Census 40.00
T-‐Shirt Transfer Paper 25.00
Cups/Soda for PledgeStock 15.00
Food for PledgeStock 11.00
Pizza for focus group attendees 20.00
DVDs for Appendix 10.00
Name Tag Badges for media at special events 7.00
TOTAL $228.00
Pledge to Exist In Kind donations

Photographer (Super Mash Bros Concert) $150.00
1
A. Events

2
Super Mash Bros Concert
Four of the Pledge to Exist team
Dean of Students Jerry Price taking the

Pledge to Exist
With a step-‐and-‐repeat set up at the entrance to the concert, we had over 500
students take a photographic Pledge to Exist.(2-‐12-‐10)
3
The Super Mash Bros performing their set
4
“Something like a
concert would get
student interest.”
-‐Sam Knee
(a focus group
participant)
5
“The show was sponsored

by Chapman Radio
and supported by the
Chapman PR Campaign,
PLEDGE TO EXIST.”
-‐The Panther
(Chapman University
Newspaper)
6
“We Pledge
to Exist!”
7
1,200 Students.
500 Pledges.
SUCCESS!
8
Super Mash Bros Facebook Event
2XU)DFHERRN(YHQW3DJHIRUWKH6XSHU0DVK%URV&RQFHUW:KLOHRQO\JXHVWVFRQÀUPHG
via Facebook, there was a turnout of over 1,200 attendees.
9
Club Info Sessions/Mobile Census
2QHRIWKHÀYHFOXEVWKDWWRRNWKH3OHGJHWR([LVW
Chapman’s Black Student Union. (2-‐15-‐10)
2XUEUDFHOHWVDQGÁ\HUVDWWKH0RELOH&HQVXVHYHQW
(2-‐13-‐10)
10
Tet Festival
The Union of Vietnamese Student

$VVRFLDWLRQV 896$ KRVWV WKH RIÀFLDO
Tet Festival of Southern California
annually. UVSA staff and members
organize the festival as a means to
strengthen cultural awareness, build
future leaders for the community, and
fund community programs and projects
across the Southern California region.
Attendees wearing our campaign bracelets and Pledging to Ex-‐

ist at the Tet Festival. (2-‐13-‐10)
Tet is the name for the Vietnamese Lunar New Year and is celebrated because it marks the beginning of
Spring. The Tet festival is an opportunity for the local Orange County Vietnamese to congregate and
celebrate with traditional foods, ceremonies and entertainment!
11
PledgeStock
)LÀ/DUXHSHUIRUPDSV\FKHGHOLF Cast of The Newest Pledges

set for PledgeStock perform a Census-‐themed skit
With the Pledge to Exist logo as the

backdrop, Vanilla Furs, a band from
Chapman, performs for PledgeStock.
(2-‐25-‐10)
12
PledgeStock Skit Script
The Newest Pledges by Jason Michael Brescia
A PLEDGE TO EXIST COMEDY
Chapman University Bateman Competition:2010
February 2010
INT. FRATERNITY HOUSE – DAY

Inside the OMEGA FRATERNITY house, three of the OMEGA BROTHERS are playing
BEER PONG. EL NINO, a Hispanic fraternity member, plays against HODGES, the
fraternity leader, and PLEDGE, the newest member of the fraternity. The three
BROTHERS play a comedic game as they taunt and make fun of one another in
typical “bro” fashion.
A KNOCK is heard on the door from a CENSUS WORKER.
HODGES and EL NINO look expectantly at PLEDGE.
PLEDGE
All right, all right. I guess I’ll get that.
PLEDGE opens the door.
HODGES
Who is it?
PLEDGE
Some official looking nerd…
CENSUS WORKER cuts him off.
CENSUS WORKER
Actually, I am from the United States Census Bureau, here to collect your Census
forms! They were sent out two weeks ago on March 15 your grace period is over,
time to pass it in!
The three BROTHERS laugh.
HODGES
Come on, we don’t need to fill that out…like we make a difference!
13
PLEDGE
Yeah, my parents handle that stuff anyway.
HODGES
Nice one, Momma’s Boy.
EL NINO and HODGES high-‐five and laugh at PLEDGE.
CENSUS WORKER
Seriously? For college students you guys are pretty dumb. You write out
15-‐paged papers but you can’t figure out a 10-‐questioned form. The Census
affects everything—how many house reps you have—
CENSUS WORKER is cut off by HODGES
HODGES
You mean like how many Omegas could be on the Greek Board?
CENSUS WORKER
Uhh…yeah, sure. It also impacts how much money is allotted to your
community and school grants—
CENSUS WORKER is cut off again, this time by EL NINO
EL NINO
Community! Like the Greek community? And we could have more money to spend
on babes?
CENSUS WORKER
You’ve got to be kidding me.
EL NINO
No way man! Count me in!
PLEDGE
Wait a second bro, you can’t count, you’re not suppose to exist in the US
remember? Amigo?
At PLEDGE’s not-‐so-‐subtle hint to the fact that EL NINO is not legal, EL

NINO gets nervous and backs against the wall, ready to make a fast escape.
CENSUS WORKER catches on.
CENSUS WORKER
You don’t have to be a legal citizen to take the Census, we only want a
snapshot of everyone in the US. It’s a tradition that has acknowledged
everyone’s inherent right to exist and its power since the dawn of the
Constitution!
14
EL NINO
For real, man?
CENSUS WORKER
Seriously, bro.
HODGES
Any friend of El Nino is a friend of ours!
EL NINO
Come on in! You can play us at beer pong as we fill out our Censuses.
PLEDGE
Man, this is exciting! Last semester I pledged my frat, this semester I get to
PLEDGE TO EXIST!
CENSUS WORKER
That’s the spirit! Uncle Sam would be proud!
The OMEGE brothers begin chanting “PLEDGE TO EXIST” as they fill out their CEN-‐
SUS FORMS, encouraging the audience to join in the chant.
PATRIOTIC MUSIC swells and UNCLE SAM enters and plays CENSUS WORKER in a game of
intense beer pong as the OMEGA BROTHERS enthusiastically fill out their CENSUS
FORMS.
END
15
PledgeStock Facebook Event
7KH)DFHERRN(YHQW3DJHIRU3OHGJH6WRFNZLWKFRQÀUPHGJXHVWV
16
Census Festival
The Cambodian Census team from Long Beach and

three of Pledge to Exist team pledge together.
Our team spokesperson, Alyssa Mihm, was
interviewed by a local Long Beach news station.
The Cambodian Complete Count

Committee of Long Beach
sponsored a Census Festival,
where Asian Americans and the
homeless were educated about
the importance of taking the
Census. The Pledge to Exist
team assisted the Cambodian
Census team at the event while
promoting our campaign.
(2-‐27-‐10)
17
A1. News
Coverage

18
Media Pitch Schedule
PITCH &
PRINT PITCH
RELEASE DATE
Concert Helps to Raise Awareness of 2010
The Panther 02-‐07-‐10
Census
Pledge to Exist Campaign Continue to Fuse
Entertainment with Political Action
The Panther 02-‐23-‐10 Census Opinion Piece
Chapman Students Continue to Raise
Awareness of 2010 Census
Chapman Students Continue to Raise
In Production 2-‐07-‐10
Awareness of 2010 Census
Foothill Sentry 02-‐07-‐10
Census
944 02-‐07-‐10
Census
Saturday Night 02-‐07-‐10
Census
OC Register 02-‐23-‐10 Census Opinion Piece
OC Register 02-‐07-‐10
Census
A Night of Census Entertainment for
OC Register 02-‐23-‐10 Chapman University Students from Pledge
to Exist
Student PR Team Reaches Out to Asian
Community for 2010 Census
Chapman University Students Raise
Awareness on 2010 Census
Pledge to Exist Campaign Visits Illumination
Foundation to Spread Word on 2010 Census
OC Register 02-‐24-‐10 How the Census Will Count Homeless
OC Weekly 02-‐17-‐10
Pledge to Exist Campaign Visits Illumination
OC Weekly 02-‐25-‐10
Foundation to Spread Word on 2010 Census
19
Media Pitch Schedule
PITCH &
ONLINE PITCH
RELEASE DATE
Examiner.com 02-‐17-‐10
The Census Road Tour Blog 02-‐17-‐10
API Count Blog 02-‐22-‐10
OC Arts & Culture 02-‐23-‐10 Chapman University Students from
Pledge to Exist
Concert Helps to Raise Awareness of
OC Arts & Culture 02-‐07-‐10
2010 Census
Fill In Our Future 02-‐22-‐10
Heavymetal.about.com 02-‐23-‐10 Chapman University Students from
Pledge to Exist
20
Outreach Schedule
21
News Coverage
THE PANTHER is the Chapman University student
newspaper. It is distributed throughout campus
weekly with approximately 3,000 readers.
Below, is a news story on the Super Mash Concert
that Pledge To Exist supported and was a part of.
2-‐15-‐10
The show was sponsored by

Chapman Radio and supported
by the Chapman PR campaign’s
“Pledge To Exist,” Dean Jerry
Price and Associated Students.
I heard about them a year and a

half ago. Ever since, I’ve been
pretty obsessed with them,” said
Travis Culver (member of Pledge
to Exist).
22
News Coverage
Team member, Maria Delano, submits an

opinion article to Chapman’s newspaper
explaining her Bateman experience. This
article was published 3-‐17-‐10.
23
News Coverage
EXAMINER, www.examiner.com, is an online news source that utilizes

citizen journalists to post up-‐to-‐date news and features. Andrew Lambert
is the college reporter for Orange County. Our team contacted him about
writing an article about our campaign and our work with the 2010 Census.
He incorporated our press release in this article. 2-‐22-‐10
(Continued on next page)
24
News Coverage
(Continued from previous page)
25
News Coverage
THE CENSUS ROAD BLOG Two very motivated students from Chapman University
mentioned Pledge to Exist in an in Orange stopped by the event and informed us of the
article regarding its mobile bus “Pledge to Exist” organization they created on campus
stop in Garden Grove at a local that promotes and distributes information about the
Vietnamese market. 2010 Census and its impact on not only college students,
but their community as a whole.
FILL IN OUR FUTURE,

a Census campaign started
by the Asian Americans and
3DFLÀF ,VODQGHUV 2UJDQL]DWLRQ
(AAPI), also featured our press
release on its Web site.
The Pledge to Exist student PR

campaign for the 2010 Census
LV ÀQGLQJ FUHDWLYH DYHQXHV WR
ensure that the Asian
American community in
Orange County will participate
in the census this year.
26
News Coverage
ASIAN PACIFIC ISLANDER COUNT,
www.apicount.org, featured our
press release about reaching out to
the Asian American community on
their homepage.
API also uploaded our press

release under the Orange
County section of its Events
page.
ORANGE COUNTY ARTS AND CULTURE

made an announcement on its
Facebook page about the Super Mash
Bros. Concert after team member, Alyssa
Mihm, reached out to the local online
magazine.
27
A2. Press
Releases

28
Definitions
Search Engine Optimization
Also known as SEO, it is a method that helps Web sites improve the volume or quality of
WUDIÀFIURPVHDUFKHQJLQHVWKURXJK¶QDWXUDO·RU¶RUJDQLF·UHVXOWV
Unique Hits
'LIIHUHQWIURPDSDJH·VKLWVRUYLHZV´XQLTXHKLWVµUHIHUVWRYLVLWVIURPXQLTXH,3DGGUHVVHV
8QLTXHKLWVDUHRQO\FRXQWHGRQFHQRPDWWHUKRZPDQ\WLPHVWKH\YLVLWDSDJH
29
Press Releases
PR Log, www.PRLOG.com, was a distribution Web site which administered all of our press
releases to, so they can be link-‐able for our target audiences. We decided on this method
because it was discovered through our research that students often use the Internet as
their main source of information. PR Log also conveniently showed how many unique hits
we received on each press release.
30
Press Releases
Unique hits: 138
31
Press Releases
Unique hits: 71
32
Press Releases
Unique hits: 65
33
Press Releases
Unique hits: 121
34
Press Releases
Unique hits: 32
35
Press Releases
Unique hits: 23
36
Press Releases
Unique hits: 33
37
Press Releases
Unique hits: 30
38
Search Engine Optimization
To ensure our press releases would rank on Google we implemented a SEO campaign by highlighting
key words and phrases within our articles. We took advantage of Google Keywords Tool to generate
a list of key phrases that would most likely be searched and used them strategically throughout
our press releases.
When the term ‘2010 Census in Orange, CA’ was searched in Google, Pledge to Exist’s press release
about the Super Mash Bros. Concert generated as the FIRST search result in the last two weeks of
implementation.
39
B. Promotional
Materials

40
Promotional Materials
3OHGJHWR([LVW·VEUDQGHGÁ\HUVZHUH FLUFXODWHG RQ &KDSPDQ·VFDPSXV DQG

the Census Festival in Long Beach.
41
7KLV Á\HU ZDV JLYHQ RXW RQ FDPSXV

as informational pieces for students.
Korean version of the “Know and Be

.QRZQµÁ\HUZKLFKZDVSODFHGDW
Mission Community Church.
This hand-‐out was issued to

dorms during the last week of
implementation.
$ Á\HU ZH KDQGHG RXW GXULQJ WKH

Tet Festival and at the Vietnamese
supermarket.
42
The CD case inserts we created for the Super Mash Bros CDs that were made and
allocated to Chapman students with practical information regarding the Census.
Check out your pictures

online at our Facebook!
Search “Pledge to Exist”
& become a fan!
Pledge
To
Exist
We used the concert as an opportunity to publicize our campaign and passed out
business cards with our social media information, which was where the event’s
photos would be posted.
43
9DULRXVÁ\HUVZHUHGLVSHQVHGDURXQGFDPSXV
WRSURPRWHRXUÀQDOHYHQW3OHGJH6WRFN
44
Pledge to Exist paraphernalia was

constantly seen throughout campus
during February.
Posters publicizing Super Mash Bros.

concert and Pledgestock were also
prepared.
45
B1. Social
Media

46
Social Media: Facebook
342 fans joined our Facebook page

and received constant updates
about events, information and
other materials related to Pledge
to Exist.
I pledge to exist!
I PLEDGE TO EXIST
47
Social Media: Twitter
Video: Check out this video we made

from PLEDGESTOCK! Awesome times.
http://tumblr.com/x2k6wagaf
9:32 PM Feb 27th via Tumblr
Our Twitter was updated often (78 tweets by the end of implementation), and had a
following of 47 people.
Hey guys do me a favor. Go to google,

type in 2010 CENSUS IN ORANGE, CA ..
what do you see in the FIRST two search
results? =)
11:04 AM Feb 24th via HootSuite
48
Social Media: Twitter
Our twitter campaign proved to be successful by the amounts of ReTweets (tweets

that were copied, pasted and used by other users) and Replies (comments made in
response to a previous tweet).
49
Social Media: Tumblr (Blog)
One way we embraced social media was through updating a blog. We created a Tumblr that linked
directly to our Facebook and Twitter. We consistently posted interesting information about the Census
and our Pledge to Exist events. Here is one of our posts listing 10 simple reasons to take the Census,
posted February 18.
50
Two posts are depicted in this screenshot. The bottom one, dated February 8, was another way for us
to promote the Super Mash Bros concert by posting one of their songs on our blog. The top post, dated
February 14, was after the event and served as a “thank you” to all attendees.
51
This Tumblr post was titled “How Do We Reach You?!”, dated February 7. This
entry was intended to inspire the students of Chapman to take action and Pledge
to Exist.
52
Social Media: YouTube
Our YouTube page featured three original videos that our team produced. The “Census Festival”
and “PledgeStock” videos had 15 views and 29 views and our original promotional for the Super
Mash Bros concert generated 310 views. (See Attached CD for videos)
53
Tumblr Google Analytics
54
55
56
57
C. Research

58
Chapman Survey #1: Online
(1-‐25-‐10 to 1-‐29-‐10)
Number Surveyed: 80 (via SurveyMonkey.com)
1. Did you know the U.S. Census would be taking 7. How do you think your parents feel about
place this year? the Census? (The last Census was taken 10
Yes: 47 years ago in 2000) Would they feel hesitant
No: 33 about giving out personal information or would
they be willing to participate?
2. Are you comfortable submitting your basic personal Probably willing, mom would be hesitant about
information including: Name, Sex, Age, Race, Address JLYLQJRXWÀQDQFLDOLQIRYHU\ZLOOLQJQRWVXUH
and Phone Number on the census form? not an American citizen so no one has taken
Yes: 69 the Census before, they haven’t mentioned it
No: 11 before.
3. On a Scale of one to ten, what are the chances that 8. Do you feel that if you voiced a concern the
you will willingly participate in the 2010 Census, ten government would listen?
PHDQLQJWKDW\RXZLOOGHÀQLWHO\SDUWLFLSDWH" Yes: 25
1: 2 No: 55
2: 3
3: 2 :KLFKRIWKHIROORZLQJWDJOLQHVGR\RXÀQG
4: 7 most appealing? (With the purpose of trying to
5: 6 get students to take the Census)
6: 5 a) Don’t Count Me Out: 28
7: 8 b) Good Common Census: 11
8: 12 c) I Exist: 42
9: 12
10: 23
4. Did you know that the results of the Census affect

issues such as the number of House Representatives
are allotted to California and money granted to your
community?
Yes: 47
No: 33
5. How long would you estimate the Census form

would take to complete?
1-‐5 minutes: 16
6-‐10 minutes: 27
11-‐15 minutes: 18
16-‐20 minutes: 6
More than 20 minutes: 13
6. This year, the Census is only 10 questions long

and takes just one minute to complete. Now that
you know this, does this make you more willing to
participate in the 2010 Census?
Yes: 70
No: 10
59
Chapman Survey #2: Dorms
(1-‐24-‐10)
Number Surveyed: 32
1) Gender 8) Did you know that the results of the Census

Male: 18 affect issues such as the number of House
Female: 14 Representatives allotted to California and
money granted to your community?
2) What is your Ethnicity? Yes: 16
Caucasian: 22 No: 16
Hispanic: 3
Asian: 4 9) How long would you estimate the Census
Hindu: 1 form will take you to complete?
Irish: 2 No idea, 2 min, 10 min, 20 min, 15 min, 10
min, 5 min, 20-‐30min, 30 sec
3) Did you know that the US Census would be taking
place this year? 10) This year the Census is only 10 questions
Yes: 11 long and takes about one minute to complete,
No: 22 Does that make you feel more comfortable
with the Census?
4) Would you say that you have an adequate Yes: 31
understanding of why the US Census is taken? No: 1
Yes: 12
No: 20 11) How do you think your parents feel about
the Census?
5) Are you comfortable submitting your basic personal Comfortable with it, No idea, Mom worked
information including Name, Sex, Age, Race, Address, for census and thinks its necessary, wouldn’t
and Phone Number? care, don’t care, paranoid of it because of
Yes: 30 scams,
No: 2
12) Do you feel like you have a say in how
6) If no, please explain: money is spent in your community?
Privacy issues Yes: 6
No: 26
7) On a scale of one to ten, what are the chances that
you will willingly participate in the 2010 Census, ten 13) Do you feel that if you voiced a concern
PHDQLQJWKDW\RXZLOOGHÀQLWHO\SDUWLFLSDWH" the government would listen?
1: 1 Yes: 10
2: 1 No: 22
3: 0
4: 3 14) If no, please explain:
5: 6 One voice is not important, Simply won’t work
6: 3
7: 3 15) Which of the following campaigns do you
8: 5 ÀQGPRVWDSSHDOLQJ"
9: 1 a) “Don’t count me out” : 6
10: 9 b) “I Exist” : 23
c) “Good Common Census” :3
60
Fullerton Resident Survey
(1-‐10-‐10)
Number Surveyed: 50
1) Did you know that the US Census would be 8) Do you feel that by taking the Census you are
taking place this year? allowing your voice to be heard in later issues that
Yes: 3 may arise?
No: 0 Yes: 2
No: 0
2) Would you say that you have an adequate No comment: 1
understanding of why the US Census is taken every
10 years? Did they answer the door?
Yes: 2 Yes, took the survey: 3
No: 1 Yes, didn’t want to take survey/didn’t
understand: 4
3) Are you comfortable submitting your basic No: 43
personal information including Name, Sex, Age,
Race, Address, and Phone Number?
Yes: 3
No
4) On a scale of one to ten, what are the chances

that you will willingly participate in the 2010
&HQVXVWHQPHDQLQJWKDW\RXZLOOGHÀQLWHO\
participate?
7: 1
10: 2
5) Would you feel more accepting of the Census

if you knew the results affect issues such as the
number of House Representatives allotted to
California and money granted to your community?
Yes: 3
No
6) How long would you estimate the census form

is?
1 hour, 5 pages
7) Would you feel more accepting of the census

if you knew there is only a short form of 10
TXHVWLRQVDQGWDNHVRQDYHUDJHPLQXWHWRÀOO
out?
+DSS\WRWDNHLWGLGQRWNQRZWKLV\HVGHÀQLWHO\
61
Chapman Focus Group
(1-‐26-‐10)
7 Participants minute because the survey is just 10 questions
long.
1. Census Info
What do you currently know about it? 5. What are good outreach efforts to reach
-‐ Electoral votes college students?
-‐ Every 10 years -‐Anything that offers free food.
,WÀQGVLQIRUPDWLRQRQHDFKSHUVRQ -‐A concert
-‐ Counts the population of the nation -‐Don’t be “preachy”
-‐An activity that does not take up too much
Where would you go to get more info? time.
-‐ Google (2010 census) -‐Best way to reach people is through Facebook
-‐ Wikipedia or email at Chapman.
-‐ Not facebook/ not twitter
-‐ msnbc.com 6. Where do you go to get your information?
-‐ Online: blogs, GOOGLE news
2. If you were not going to take it, why? -‐ Newspaper: Local news is a joke. But people
a) didn’t know about it take big prints like the OC register, LA Times
b) skeptical of it and NY Times seriously. Chapman students
c) don’t see importance to it read ‘The Panther.’ However many students
-‐ Would prefer to do it online through email so it is think The Panther is more of a magazine than
faster. newspaper and a lot of the articles are not
-‐ A lot of people see it like voting and don’t want to based on hard news. Make sure articles are
commit the time to complete the form. informational and not opinionated!
-‐ “If it was slipped under the door I might just throw
it away… like I do with everything.” 7. “Exist”
-‐ It is really important to know that you don’t need we exist / I exist
WRJLYHÀQDQFLDORUFLWL]HQVKLSLQIRUPDWLRQ0DQ\ -‐ what do you think of when you hear that?
people are afraid of scammers and being deported -‐If they don’t understand the census and the
for being an illegal immigrant. purpose behind the campaign then it could
be confusing and vague. Better to be more
3. Why would people be skeptical of it? Why might VSHFLÀF
they misunderstand it? -‐Include the sense of community and make it
-‐People are hesitant to give out personal information “We Exist.”
because of the possibility of it being used against -‐Maybe not best for minorities because it could
them. confuse them. Community aspect needs to be
-‐The public doesn’t understand what kinds of stressed more.
questions will be asked. -‐Biggest problem with census: nobody knows
-‐Illegal immigrants are afraid of being deported. what it is and what it is used for. Tell people
-‐A lot of scam emails are sent out with rumors and what it is and how its incredibly helpful and
misconceptions of the census. motivate them to take it.
-‐Parents may be skeptical of the census.
4. What are motivating factors to take it?

-‐ Knowing what it exactly is and what the value is.
-‐ The money that the nation could earn if there is a
correct count.
-‐ Possibility of more seats in the House of
Representatives.
,WLVSDLQOHVVDQGVLPSOHWRÀOORXWDQGRQO\WDNHVD
62
Chapman Exit Survey #1: Dorms
(2-‐28-‐10)
Number Surveyed: 32
1) Have you heard of the Pledge To Exist campaign?

Yes 27
No 5
2) Are you aware it is to encourage you to

participate in the 2010 Census?
Yes 20
No 12
3) Did the campaign help you become aware the

Census would be taking place this April? (Answers
changed after we gave informational speel)
Yes 30
No 2
4) Would you say that you now have an adequate

understanding of why the US Census is taken?
Yes 30
No 2
5) Did the Pledge To Exist campaign help your

understanding of the importance of the Census?
Yes 31
No 1
63
Chapman Exit Survey #2: Online
(2-‐25-‐10 to 2-‐28-‐10)
Number Surveyed: 81 (via SurveyMonkey)
1) Have you heard of the Pledge to Exist campaign? 7) Did the Pledge to Exist campaign help
Yes 79 your understanding of the importance of
No 2 the Census?
Yes: 58
2) Did the campaign help you become aware the Census No: 23
would be taking place this April?
Yes 65 8) Did the Pledge to Exist campaign
No 16 encourage you to take the Census?
Yes: 65
3) Did it encourage you to participate and pledge to take No: 16
the Census?
Yes 60 9) Do you Pledge to Exist this 2010 and take
No 21 the US Census?
Yes: 66
4) Would you say you now have an adequate understanding No: 15
of why the US Census is taken?
Yes 52
No 29
5) On a scale of one to ten, what are the chances that you

will willingly participate in the 2010 Census, ten meaning
\RXZLOOGHÀQLWHO\SDUWLFLSDWH"
1: 3
2: 0
3: 4
4: 3
5: 3
6: 3
7: 7
8: 10
9: 15
10: 33
6) After seeing Pledge to Exist advertisements and articles,

what would you say are important issues associated with
the Census?
The allocation of $400 billion in federal funding: 8
The districting of House Representatives and Congress: 10
The implementation of government sponsored programs for
communities: 18
All of the above: 45
64
Secondary Research
WHAT IS THE CENSUS?
*RDOQDWLRQDOSULGHDQGXQGHUVWDQGLQJZLWKJRYHUQPHQWDOSDUWLFLSDWLRQDWWKHVWDWHDQGIHGHUDOOHYHO
o Biggest market-‐research project of the decade: will spend approx. $15 billion to count the US
population as of April 1, 2010
Every person not counted=$1200 lost per year to the state
(DFKFHQVXVLVXVHGE\YDULRXVJRYHUQPHQWDJHQFLHV)RULQVWDQFHWKHÀJXUHVJDLQHGE\WKHFHQVXVFDQ
be used to portion voting districts and allocate tax funds, but they could also be used to construct new
roads or repair existing highways.
%\NQRZLQJKRZPDQ\SHRSOHDUHOLYLQJLQDJLYHQDUHDLWDOORZVFRQJUHVVDQGRWKHUWD[VSHQGHUV
to justify spending money in some areas or cutting back on others. Also, keep in mind that if you’re
selected to participate in the census, it’s a legal obligation to comply.
&HQVXVGDWDGLUHFWO\DIIHFWKRZPRUHWKDQELOOLRQSHU\HDULQIHGHUDODQGVWDWHIXQGLQJLV
allocated to communities for neighborhood improvements, public health, education, transportation and
much more. That’s more than $3 trillion over a 10-‐year period.
o State and local governments use census info for planning and allocating funds for new school
construction, libraries and other public buildings, highway and public transportation systems, new
URDGVDQGEULGJHVORFDWLRQRISROLFHDQGÀUHGHSDUWPHQWVDQGPRUH
o Community organizations use it to develop social service programs, community action projects,
senior lunch programs and child-‐care centers
o Numbers help businesses identify where to locate factories, shopping centers, movie theaters,
EDQNVDQGRIÀFHVDFWLYLWLHVWKDWFDQOHDGWRPRUHMREV
o Totals are used to determine how many seats each state will have in the U.S. House of
Representatives
%DFNJURXQG
R0XVWEHHIÀFLHQWDQGFRVWHIIHFWLYHPDQQHU
o Decreased responses 1980-‐1990
o In response to decrease which cost the census money, they implemented a Partnership and
Marketing Program (PMP)
o An initiative that combined paid advertising and promotion campaign with an expanded
outreach component
o Three main goals of program
7RSURPRWHSXEOLFDZDUHQHVVRIWKHFHQVXV
,QFUHDVHWKHOHYHORIPDLOUHVSRQVH
5HGXFHWKHGLIIHUHQWLDOXQGHUFRXQWDFURVVWKHSRSXODWLRQJURXSV
o Based on the success and lessons learned from the 2000 marketing experience, a similar but
broader and more fully integrated initiative has been established for 2010
,PSRUWDQW0HVVDJHV5HJDUGLQJWKH&HQVXV
o The census is neither a Democratic nor Republican effort; it is an effort to count everyone in
the country
R)HGHUDOODZSURWHFWVWKHFRQÀGHQWLDOLW\RISHUVRQDOKRXVHKROGFHQVXVLQIRUPDWLRQIRU\HDUV
o Personal census information is not shared outside of bureau with any federal, state or local
government agency
R0RVWRUJDQL]DWLRQVUHFHLYHJUDQWPRQH\EDVHGRQKRZPDQ\SHRSOHWKH\VHUYHDQGWKLVÀJXUHLV
reached by people taking the census
o Bilingual surveys automatically sent (about 13 million in Spanish)
o Second-‐chance cards (a 2nd survey/reminder sent before someone is sent to your house)
**If you don’t take the census, you are completely out of the picture for 10 years!
6SHQGLQJMXVWDIHZPLQXWHVWRÀOORXW\RXUFHQVXVIRUPZLOOKHOSHQVXUH\RXUFRPPXQLW\JHWVLWVIDLU
share of federal and state funding.
65
Secondary Research
WHY SOME ARE AGAINST THE CENSUS
7KHZRUG´1HJURµRQFHQVXVIRUPRIIHQGVVRPHEODFNV
o Question No. 9 on the form, which will be mailed out beginning March 15, asks, “What is
person 1s race?” The answer choices are: “White; Black, African-‐American, or Negro; American
Indian or Alaska Native.”
R:KLOHWKHWHUP¶1HJUR·KDVDSSHDUHGLQSUHYLRXVFHQVXVIRUPVVRPH\RXQJRUÀUVWWLPH
$IULFDQ$PHULFDQFHQVXVSDUWLFLSDQWVPD\ÀQGLWRIIHQVLYHZKLFKFRXOGSUHVHQWDSUREOHPIRU
the 2010 census campaign, which has focused on inclusion.
o Shelly Lowe, a U.S. Census Bureau spokesperson, agrees that the use of “Negro” is
antiquated, and says that the bureau was surprised to learn there still are people who prefer
to be called by the term.
R7KH862IÀFHRI0DQDJHPHQWDQG%XGJHW20%GHÀQHVWKHUDFLDOFDWHJRU\RIEODFNRU
African-‐American as “a person having origins in any of the black racial groups of Africa,”
and further stipulates that terms such as “Haitian” or “Negro” can be used in addition to
“black or African-‐American.”
o The term was left on the 2010 form after a number of respondents to the 2000 census opted
WRZULWHLQ´1HJURµZKHQDQVZHULQJWKHTXHVWLRQRQUDFHFHQVXVRIÀFLDOVVDLG
R0DQ\\RXQJHUEODFNVÀQGWKHWHUP´1HJURµLQVXOWLQJDQGGHPHDQLQJ
7KHJRYHUQPHQWLVDVNLQJIRUWRRPXFKLQIRUPDWLRQ
o Michelle Bachmann, House Representative elected in 2006, says that the government is
asking too much private information
o In 1940, the Census was used to help put the Japanese in internment camps.
o ACORN is a sketch organization now partnering with the bureau. Some ACORN members
were sighted previously with voter fraud. Yet, you can be charged $5,000 if one of the census
workers (possibly an ACORN member) comes to your house to get your information and you refuse.
0DQ\IHDUWKDWWKHFHQVXVFRXOGOHDGWRDQ´LPPLJUDWLRQFUDFNGRZQµ
o To promote those points, the U.S. Census Bureau hosted a “Spirit of Community Celebration” on
:HGQHVGD\WRKLJKOLJKWWKHÀUVWVWLUULQJVRIWKHQDWLRQZLGHKHDGFRXQW
o The intent was to get the word out about the importance of the census -‐-‐ a possible fourth seat in
the U.S. House of Representatives -‐-‐ and to remind people it’s not a hunt for illegal immigrants.
o Given the city’s Hispanic growth, it’s important for Ogden to get a handle on its Hispanic
population, Mark Johnson, city management services director, said in an interview.
R&XUUHQWO\WKHFLW\RIUHVLGHQWVLVSHUFHQW+LVSDQLFFLW\RIÀFLDOVVD\
o About 50 business and community leaders were invited to the gathering at the Ogden Local Census
2IÀFH*UDQW$YHZKHUHWKH\ZHUHDVNHGWRPDNHWKHFHQVXVDSULRULW\ZLWKWKHLU
organizations.
o Census Bureau literature handed out at the meeting and the agency’s Web site, 2010Census.gov,
DVVXUHWKDWDOOLQIRUPDWLRQJDWKHUHGLQWKHFHQVXVLVFRQÀGHQWLDO´%\ODZWKH&HQVXV%XUHDXFDQQRW
share an individual’s answers with anyone, including welfare and immigration agencies.”
R,QIDFWHYHU\EXUHDXZRUNHUWDNHVDQRDWKIRUOLIHWRSURWHFWWKHFRQÀGHQWLDOLW\RIFHQVXV
UHVSRQVHV9LRODWLRQVFDQEULQJXSWRÀYH\HDUVLQMDLODQGRUDÀQHRIXSWRDFFRUGLQJWRD
bureau FAQ list.
7KHIHDURIVFDPPHUV
R,QWKHÀUVWSKDVHRIWKHFHQVXVZRUNHUVDUHYHULI\LQJKRXVHKROGDGGUHVVHV/HWWHUVYLDWKH
U.S. Mail, phone calls and personal visits will all be employed to collect Census survey data. No
census information will be collected via email or the Internet. The Census Bureau does NOT conduct
the 2010 Census via email or the Internet.
o In most cases, we are required by law to comply with the survey. It was curious that those surveys
we are not required to answer, only omit the phrase “YOUR RESPONSE IS REQUIRED BY LAW” rather
than tell us outright that our responses are voluntary.
66
Secondary Research
o You can steer clear of U.S. Census Bureau Scams by following these BBB tips:
,ID86&HQVXVZRUNHUNQRFNVRQ\RXUGRRUWKH\ZLOOKDYHDEDGJHDKDQGKHOGGHYLFHD&HQVXV
%XUHDXFDQYDVEDJDQGDFRQÀGHQWLDOLW\QRWLFH$VNWRVHHWKHLULGHQWLÀFDWLRQDQGWKHLUEDGJHEHIRUH
answering their questions. However, you should never invite anyone you don’t know into your home.
&HQVXVZRUNHUVDUHFXUUHQWO\RQO\NQRFNLQJRQGRRUVWRYHULI\DGGUHVVLQIRUPDWLRQ'RQRWJLYH\RXU
Social Security number, credit card or banking information to anyone, even if they claim they need it
IRUWKH86&HQVXV&HQVXVZRUNHUVZLOOQRWDVNIRUEDQNLQJDQGÀQDQFLDOLQIRUPDWLRQQRUZLOOWKH\
solicit donations.
(YHQWXDOO\&HQVXVZRUNHUVPD\FRQWDFW\RXE\WHOHSKRQHPDLORULQSHUVRQDWKRPH+RZHYHU
they will not contact you by e-‐mail, so be on the look out for e-‐mail scams impersonating the Census.
Never click on a link or open any attachments in e-‐mail that are supposedly from the U.S. Census
Bureau.
7KHUHLVDOVRDPLVFRQFHSWLRQWKDWWKHVXUYH\LVYHU\WLPHFRQVXPLQJ%XWLQIDFWLWLVMXVW
TXHVWLRQVDQGWDNHVRQO\PLQXWHVWRÀOORXW
COMPLETE COUNT COMMITTEES

7KH&HQVXV%XUHDXLVGHYHORSLQJSDUWQHUVKLSVZLWKVWDWHORFDODQGWULEDOJRYHUQPHQWVFRPPXQLW\
based organizations; faith-‐based groups; schools; businesses; the media; and others to form Complete
Count Committees (CCC). Complete Count Committees work to promote the 2010 Census in their
FRPPXQLWLHVE\LQFRUSRUDWLQJORFDONQRZOHGJHLQÁXHQFHDQGUHVRXUFHVWRHGXFDWHUHVLGHQWVRQWKH
importance of getting a complete count in the 2010 Census.
:KDWLVD&RPSOHWH&RXQW&RPPLWWHH"
o A Complete Count Committee is a team of community leaders appointed by the highest-‐
HOHFWHGRIÀFLDOWRGHYHORSDQGLPSOHPHQWDORFDOO\EDVHGRXWUHDFKDQGDZDUHQHVVFDPSDLJQ
for the 2010 Census. Community-‐based organizations can also establish CCCs that reach out to
their constituents.
:KDWGRHVD&RPSOHWH&RXQW&RPPLWWHHGR"
o This CCC’s primary focus is to promote the 2010 Census in a particular community and
WRHQVXUHWKDWHYHU\UHVLGHQWLQWKDWDUHDLVFRXQWHG&RPPXQLW\OHDGHUVDUHPRVWTXDOLÀHG
to understand the best way to reach all populations that reside in their area. The team is also
EHVWVXLWHGWRPRELOL]HFRPPXQLW\UHVRXUFHVLQWKHPRVWHIÀFLHQWDQGFRVWHIIHFWLYHPDQQHU
6RPHH[DPSOHVRI&&&DFWLYLWLHVLQFOXGHGRQDWLQJVSDFHIRUWHVWLQJDQGWUDLQLQJRIWHPSRUDU\FHQVXV
workers, publicizing recruiting efforts and obtaining endorsements from local leaders. They can also
conduct census rallies or parades, media luncheons, and interfaith breakfasts and weekend events as
we get closer to Census Day.
7KH&DOLIRUQLD&RPSOHWH&RXQW&RPPLWWHH
R/RFDORIÀFHVLQ&DOLIRUQLDIRU&HQVXV2QHLQ6DQWD$QD
CENSUS TIMELINE
)HEUXDU\³0DUFK&HQVXVTXHVWLRQQDLUHVPDLOHGGHOLYHUHGWRKRXVHKROGVQDWLRQZLGH
$SULO´&HQVXV'D\µODVWGD\WRVHQGLQFHQVXVLQIRUPDWLRQ
$SULO³-XO\&HQVXVWDNHUVYLVLWKRPHVDFURVV86MREVIRURYHU
'HFHPEHU3RSXODWLRQFRXQWJLYHQWR3UHVLGHQWGDWDFDQQRZEHXVHGIRUHOHFWRUDO
UHGLVWULEXWLRQEHQHÀWFRPPXQLWLHVHWF
$SULOFHQVXVGDWDDYDLODEOHWRSXEOLF
NOTABLE FACTS
3DUWLFLSDWLQJLQWKH&HQVXVLVYLWDOO\LPSRUWDQW,Q0DUFKRIFHQVXVIRUPVZLOOEH
delivered to every residence in the United States and Puerto Rico.
67
Secondary Research
7KH&HQVXVZLOOKHOSFRPPXQLWLHVUHFHLYHPRUHWKDQELOOLRQLQIHGHUDOIXQGVHDFK\HDU
for things like: hospitals, job training centers, schools, senior centers, bridges, tunnels, other public
works projects, emergency services and the data collected by the census also helps determine the
number of seats your state has in the U.S. House of Representatives.
7KHJD\FRPPXQLW\LVDODUJHDGYRFDWHIRUDFFXUDF\LQWKHEXUHDX
ZLOOEHRQHRIWKHVKRUWHVWTXHVWLRQQDLUHVLQWKHKLVWRU\RIWKH86
o Simple questions such as age, race, gender, relationship status, and whether or not he/she is
owning or renting
RISHRSOHEHOLHYHWKDWTXHVWLRQVDUHLQWUXVLYHDQGRQO\RISHRSOHVD\WKDWDQLQWUXVLYH
question should still be answered
)DFHERRNSDJHV
o U.S. Census Bureau: 209 fans
o US Census 2010: 6 fans
o 2010 US Census Bureau: 38 fans
)DFHERRNJURXSV
o Minnesota Boycott of the US Census: 3 members
o 2010 US Census workers: 33 members
o US Census 2010: 9 members
o American Indians in the US Census: 68 members
,QPLOOLRQSHRSOHPLVVHGDQGPLOOLRQSHRSOHZHUHFRXQWHGWZLFH
o Hispanics missed 4 times as much as whites; blacks 3 times as much; Asians twice as much
COMMUNITY INFORMATION
Chapman University
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o Degree
o Total undergrad: 4, 293
o Freshman: 965
o Graduates: 1,289
o Location
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o Gender
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o Nationality
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R$PHULFDQ,QGLDQ$ODVNDQQDWLYH
Ranking
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RLQWRSTXDUWHURIJUDGXDWLQJFODVV
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68
Secondary Research
Fullerton, CA
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o Gender
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o Nationality
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R$IULFDQ$PHULFDQ
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o Median Age
o Population: 32.90
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o Median household income: $50,269
Orange County Homeless

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o 24,545 are families or children
o 10,520 are unaccompanied individuals
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69
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immigration
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Census-‐Bureau-‐to-‐Snare/dDQQOqDYZ0uwY9SBRD9NLg.cspx
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aspx
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KWWSZZZLGFLGHFRPFLW\GDWDFDIXOOHUWRQKWP
KWWSFROOHJHVHDUFKFROOHJHERDUGFRPVHDUFK&ROOHJH'HWDLOMVS"FROOHJH,G
KWWSFROOHJHVHDUFKFROOHJHERDUGFRPVHDUFK&ROOHJH'HWDLOMVS"FROOHJH,G W\SH TIV VNH\ IXOOHU
ton
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70

Pledge To Exist Complete Book

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pledge

Challenges & Opportunities...........................................4

Theme & Key Messages................................................5

Census 2010 . Pledge to Exist

Census 2010 . Pledge to Exist

Orange County Asian Americans

Census 2010 . Pledge to Exist

Chapman University Students

Orange County Asian Americans

Orange County Homeless

Census 2010 . Pledge to Exist

Census 2010 . Pledge to Exist

$400 billion in federal funds can be allocated to distribute to local communities,

A correct count of California guarantees that we are represented with the

Pledge to Exist Messages

Census 2010 . Pledge to Exist

Tactic 2: Facilitate Census conversations

Census 2010 . Pledge to Exist

Tactic 1: Co-‐sponsor the Super Mash Bros Concert

Tactic 2: Host PledgeStock

Tactic 3: Social media pledges

Tactic 4: Photograph Pledges at Club Presentations

Census 2010 . Pledge to Exist

Objective 2: To extend the Pledge to Exist Campaign to the Asian

Census 2010 . Pledge to Exist

Tactic 2: Photograph pledges at the Long Beach Census Festival

Tactic 3: Photograph pledges at the Tet Festival

Census 2010 . Pledge to Exist

Objective 1: Results

Objective 2: Results

Objective 3: Results

Census 2010 . Pledge to Exist

Census 2010: Pledge To Exist

The following is a culmination of the Pledge to Exist campaign materials;

Census 2010: Pledge To Exist

Pledge to Exist Budget

Pledge to Exist In Kind donations

Census 2010: Pledge To Exist

Four of the Pledge to Exist team

Dean of Students Jerry Price taking the

The Super Mash Bros performing their set

“The show was sponsored

The Union of Vietnamese Student

Attendees wearing our campaign bracelets and Pledging to Ex-‐

)LÀ/DUXHSHUIRUPDSV\FKHGHOLF Cast of The Newest Pledges

With the Pledge to Exist logo as the

A PLEDGE TO EXIST COMEDY

Chapman University Bateman Competition:2010

INT. FRATERNITY HOUSE – DAY

A KNOCK is heard on the door from a CENSUS WORKER.

HODGES and EL NINO look expectantly at PLEDGE.

PLEDGE opens the door.

CENSUS WORKER cuts him off.

The three BROTHERS laugh.

EL NINO and HODGES high-‐five and laugh at PLEDGE.

CENSUS WORKER is cut off by HODGES

CENSUS WORKER is cut off again, this time by EL NINO

At PLEDGE’s not-‐so-‐subtle hint to the fact that EL NINO is not legal, EL

The Cambodian Census team from Long Beach and

The Cambodian Complete Count

Census 2010: Pledge To Exist

The show was sponsored by