Census Bureau Counts on G+G

One of the largest campaigns aimed at American Indians is about to kick off with the goal of encouraging more participation in the U.S. Census.
American Indian-focused agency G+G Advertising in Albuquerque, N.M., will roll out the estimated $6 million campaign for the U.S. Census Bureau this fall. The work includes spots directed by Joe Pytka.
G+G was subcontracted for the minority business earlier this year by Young & Rubicam, the global shop leading the Census 2000 effort.
Three TV ads reveal themes of generational continuity and heritage with such images as a multi-tribe gathering on a desert plain, and a boy helping his grandmother return the census form. The effort is the bureau’s largest aimed at American Indians, and the first to use paid TV ads. Radio and print ads in tribal
publications and out-of-home media will also run.
The budget for reaching the varied target populations is still being finalized, said G+G principal Michael Gray, who is of Blackfoot, as well as Chippewa-Cree descent.
“We devised our own budgets. They asked us, ‘If you had to reach every American Indian from Florida to Alaska, how would you do that?’ ” Gray said, adding he has proposed media spending of $3 million. Production costs totaled another $3 million.
“The media buying is really fragmented,” Gray said. “From a traditional media-buying standpoint, it’s a challenge.” K