The U.S. Census Bureau is the leading source of quality data about the people of the United States, and its economy.

2. The 2020 Census and Innovation
in Surveys
Zack Schwartz
Deputy Division Chief, Communications Directorate
US Census Bureau

3. Agenda
US Census Bureau Overview
The 2020 Environment
Focus on Digital Response
2020 Innovations
Mis- and Disinformation
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4. The United States Census Bureau
To serve as the leading source of
quality data about the nation's
people, places and economy.
MISSION
To provide the best mix of
timeliness, relevancy, quality and
cost for the data we collect and
services we provide.
G OAL S
The Census Bureau is fundamentally changing the way
we will conduct the decennial census, which is the
largest civilian mobilization in the US.
The 2020 Census is the largest collection of
statistical information on everyone who lives in the
United States and is required by the U.S.
Constitution.
Responses to the 2020 Census will shape how more
than $675 billion in federal funding is distributed to
local communities.
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5. 2020 Census: A Strategic Approach to Conducting a
Complete and Accurate Count
SELF-RESPONSE
MOTIVATE PEOPLE
TO RESPOND
NONRESPONSE
FOLLOW UP
ESTABLISH WHERE
TO COUNT
TABULATE DATA AND
RELEASE CENSUS RESULTS
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6. Focusing on Digital Response
Mobile First
Creating public-facing digital
properties to meet users’ needs.
Data-driven
Leverage customer insights to drive
improvements.
Online Response
For the first time, everyone will be able
to respond online, by phone, and by
mail.
Enabling the ability to respond from any location, at anytime
Multiple Modes
and Devices
Preassigned ID from
Mailer Not Required
Internet Self-Response
Forms in 13 Languages
Instructional Guides
in 59 Languages
Since the 2010 Census, the use of digital platforms, mobile phones, and social media has increased dramatically as a
primary source for how people in the U.S. get their news and updates. Creating public-facing digital properties to meet
users’ needs is of utmost importance.
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7. Innovations in Digital Communications
Delivering engaging
content on Facebook,
Instagram, Twitter,
LinkedIn, and Nextdoor
to create awareness
about the 2020 Census
and the importance of
completing it.
Increasing the number
of digital ads and
improving the
messaging, look, and
feel to fit the audience
and the many different
platforms most used by
our target audiences.
Launching chatbots on
Facebook, Twitter, and
WhatsApp to provide a
quick and easy source
where the public can get
accurate, up-to-date
information and answers
to FAQs about how to
complete the 2020
Census.
Leveraging partnerships
with technology
companies to deliver
census messaging to
their customers and
employees and promote
the 2020 Census on their
social media platforms.
Social Media Digital Ads Chatbot
Technology
Partnerships
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8. 8
Technology Partnerships
The Census Bureau activated our technology partnership network to expand our engagement with the
public and our mis- and disinformation detection capabilities.
Flagging and Reporting
Establishing expedited processes for
flagging and reporting publicly
viewable misleading and fake
content, as appropriate
Partnering with technology
companies and platforms to promote
the 2020 Census to users,
employees, and networks
Proactive Outreach

9. The Role of Mis- and Disinformation
Mis- and disinformation is a form of reputational threat exacerbating the spread of inaccurate information
and amplifying its influence on public opinion.
Misinformation
Disinformation
Purpose
Re a l - Wo r l d I mp a c t
Scientists at MIT analyzed stories between
2006 to 2016 and found that misleading or
incorrect stories traveled six times faster —
and reached more people.1
Incorrect or misleading
information
inadvertently spread
To influence
public opinion or
obscure the truth
False information
deliberately and
often covertly
spread
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10. Trust & Safety
To protect the count, the Census Bureau established the Trust & Safety Team, a cross-functional
network of experts working to proactively combat reputational threats.
Provide Customer Service
Functions include:
• Proactive Messaging
Proactively generate content, push
accurate information, and manage the
Census Bureau’s customer services
Create a Safe Environment
Functions include:
• Partner Engagement
• Mitigation
• Flagging & Reporting
Protect the Census Bureau’s reputation
and the American public from malicious
efforts to undermine the count
These core functions work together to enable proactive messaging, rapid response to cases of mis- and
disinformation, and coordination across various external partners.
Detect & Analyze Threats
Functions include:
• Continuous Monitoring
• Trend Analysis
• Threat Analysis
Inform threat follow-up
recommendations and mitigation
strategy
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11. Complete the 2020 Census today!
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12. Feedback
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