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2020 Census
Project type
Public Awareness Campaign
Agency
DCG and Reingold, Inc.
Role
Art Director
Problem
For the first time in U.S. history, the 2020 Census needed to let every household respond online — requiring the Census Bureau to build an entirely new digital home for the decennial count, one that could serve 160 million households, work in dozens of languages, and adapt through a global pandemic.
Approach
Reingold planned, created content for, and designed 2020census.gov, using story mapping workshops to build user stories, task flows, and information architecture that could evolve through each phase of the campaign — from partner engagement to public awareness to driving response. The site was built in 59 languages, requiring close coordination across writers, editors, designers, translators, and developers to handle right-to-left text, character sets, and font families beyond simple translation. Reingold continually optimized the experience through more than 50 A/B tests using Adobe Target and Analytics — testing everything from motivational messaging to personalized, state- and city-specific homepage imagery designed to increase response rates.
Result
The 2020 Census counted 99.98% of all U.S. households, and more than half of self-responders did so online — exceeding the Bureau's goal. The site drove nearly 50 million visitors to the online response tool and logged over 105 million total visits by November 2020. The work was instrumental in winning the 2020 Gold Effie for the Shape Your Future campaign, one of the marketing industry's highest honors.
