2020 Values Report
Getting Counted: Our Comprehensive Campaign to Boost 2020 Census Participation
When it comes to the 2020 Census, Comcast NBCUniversal and Telemundo have a clear message for all Americans: Get counted. The 2020 Census will impact communities for the next decade, determining congressional representation and the allocation of hundreds of billions in federal funding every year. In the spirit of connectivity and community, our company launched a comprehensive, multifaceted campaign to educate people about the importance of the census and to help lower barriers to online participation. In total, we invested more than $2 million in grants and in-kind contributions to support these efforts.
For the first time, people are being encouraged to participate in the census online, although pen and paper will still be available as an option.
Telemundo‘s campaign, Hazte Contar (Get Counted), is a multimedia platform in both Spanish and English that Telemundo and nonprofit partners are using to connect with — and educate — Latinos. Since the launch in March 2019, we have partnered with more than 50 national and local organizations to expand the campaign‘s reach.
“Historically, the census has undercounted diverse communities — especially the Hispanic community and particularly Hispanic children,” says Mónica Gil, Chief Marketing Officer and Executive Vice President of NBCU Telemundo Enterprises. “An undercount can lead to communities missing out on federal funding for critical public services and fair representation in Congress.”
With approximately 58 million Latinos in the U.S. (the country‘s largest minority group), the stakes for an undercount are high. NBCUniversal and Telemundo are uniquely positioned to help support a more accurate count of the Latino community, with the combined networks reaching 98% of U.S. Hispanic TV households, in Spanish and English, across 210 markets.
Through Hazte Contar, Telemundo offered a robust suite of digital resources to answer questions and alleviate concerns about completing the census online.
“Comcast NBCUniversal and Telemundo listened to our concerns about the need for accurate census information to be disseminated nationwide,” says Arturo Vargas, CEO of the NALEO Educational Fund, a key partner for Comcast NBCUniversal in reaching Hispanic communities regarding the census. “The company stepped up and is using its platforms to shine a powerful light on this important issue with real consequences for our community.”
Comcast NBCUniversal and Telemundo listened to our concerns about the need for accurate census information to be disseminated nationwide. The company stepped up and is using its platforms to shine a powerful light on this important issue with real consequences for our community.
We want everyone to be able to participate in the first-ever digital census, and we are committed to utilizing our unique position to support connectivity for all communities. In fact, because of our strong relationships with many nonprofit partners, the U.S. Department of Commerce asked us to collaborate with the U.S. Census Bureau to do what we could to encourage census participation nationwide.
One way we did this was by extending Hazte Contar, and its English counterpart Get Counted, to the Xfinity X1 platform, where we are reaching millions of viewers.
Our X1 Census Destination page answers questions, addresses concerns, and dispels myths about the census. It‘s also where customers can request a link to the U.S. Census Bureau‘s website that is then texted to their mobile phones, enabling them to complete the census online. In addition, we‘re running public service announcements with partner organizations such as Fair Count, the National Urban Indian Family Coalition, and several Asian-American Pacific Islander organizations that assisted us in reaching communities with populations that speak Asian languages, including Chinese, Vietnamese, Korean, and Hmong.
Comcast also helped to fund frontline organizations that offered census-related support for, and outreach to, groups that are often undercounted. These grants increased the capacity of organizations that were best positioned to remove barriers to trust, increase access to the digital resources needed to complete the census, and bolster participation. Grant recipients included the Asian Roundtable of Colorado, the Detroit Employment Solutions Corporation, the Massachusetts Nonprofit Network, and the New Mexico Black Leadership Council.
“I‘m very proud to work for a company that invested the time, energy, and resources to get the word out about the census,” says Christina Kolbjornsen, Senior Vice President of Corporate and External Affairs for Telemundo. “This isn‘t about ratings or viewers. It‘s about making a difference in our communities for funding, services, hospitals, and schools for the next 10 years.”