innovations in the communication 2010 census mexico

INNOVATIONS IN THE COMMUNICATION 2010 CENSUS

MEXICO

GENERAL STRATEGY

A strong and well structured communication campaign was designed to sensitize the inhabitants about the importance of participating in the 2010 Census and at the same time to show the transparency of the census operation to achieve 100% response.

ADVERTISING ATL

T.V. & Radio

BILLBOARD / DIGITAL BILLBOARD

WEB SITE

STREET FURNITURE & BUS ADVERTISING

NEWSPAPER & MAGAZINES

SPONSORSHIP CAMPAIGN

SPONSORSHIP CAMPAIGN

As a strategy to strengthen the communication efforts, a sponsorship campaign with strategic sectors of the country was developed.

Free endorsement of the 2010 Census through its massive products, services or communication channels to reach the population.

676 free ads from sponsors were reflected in more than one billion impacts.

PRIVATE SECTOR: AVIATION

PRIVATE SECTOR: CEMENT

PRIVATE SECTOR: INTERSTATE BUS

PRIVATE SECTOR: FINANCIAL

PRIVATE SECTOR: FOOD INDUSTRY

PRIVATE SECTOR: FOOD INDUSTRY

PRIVATE SECTOR: RETAIL

MAJOR LEAGUE SOCCER TEAMS

Spaces in fairs and exhibitions , spaces on the internet, adds in receipts and vouchers, posters in their buildings, messages to their employees.

PUBLIC SECTOR

ACADEMIA

373 academic institutions contributed to the communication of the Census message by:Broadcasting spots on radio and televisionOrganazing ConferencesPublishing articles and inserts in magazines and journals.Inserting messages on payroll slips.Distributing promotional materials on their campusesBanners on their websites

INFORMATION IN MASSIVE MEDIA

INFORMATION IN MASSIVE MEDIA

SOCIAL MEDIA & APPS

Social Media:

1. Youtube2. Facebook3. Twitter4. Flicker

SOCIAL MEDIA

IPHONE AND IPAD APP

COVERAGE

98.4 % of housing

MEDIA IMPACTS INVESTMENT

ADVERTISING ATL 18,969,115 US$ 15,000,000

SPONSORSHIP CAMPAIGN 1,100,000 free ads 0

INFORMATION IN MASSIVE MEDIA 7,445 press releases 0

SOCIAL MEDIA 2,529,861 interaction US$ 230,000

COVERAGE

¡En México todos contamos!