2020 Census Messaging Research - The Georgia Center For ... · 2020 Census Messaging Research Chris...
Transcript of 2020 Census Messaging Research - The Georgia Center For ... · 2020 Census Messaging Research Chris...
2020 Census Messaging Research
Chris Kromm December 2018
Messaging Research Overview
Census Barriers, Attitudes and Motivators Study – CBAMS!
Color of Change – African-American/Black communities
NALEO – Hispanic/Latnix communities
Asian Americans Advancing Justice – AAPI communities
Future:
- Arab American
- Native American
- Parents with Young Children
Census Barriers, Attitudes and
Motivators Study
QUESTIONS
- Who intends to respond to census?
- Where do gaps in knowledge persist?
- What barriers would keep people from completing census?
- What would motivate people to complete census?
METHODOLOGY
- Survey – 61 questions, 50,000 people asked, oversampled HTC, 17,500 responded
- Focus Groups – 42 focus groups, 16 non-English
DID NOT LOOK AS MUCH AT
- Specifics of messages that speak to above issues
- Detail about which trusted voices can best carry the message
Understanding about Census
Key Barriers
Top motivators
Understanding about Census
Be specific! Tangible motivators
Implications for trusted voices
Key elements of messaging strategy
METHODOLOGY
- Survey – 802 adults nationally – April 2018
- 6 Focus Groups – Atlanta, Houston, Miami, Montgomery – February 2018
GENERAL FINDINGS
- Generally positive impression of census, especially those 35 and older
- Black millennials least likely to participate
- Top reasons given for not participating: 1) won’t make a difference; 2) government
has other ways of getting info; 3) it’s intrusive.
- Majority say will complete online, those who don’t use internet regularly say they’ll
just stay with paper
- Majority OK with citizenship question, although acknowledge could decrease count
”Ensuring funding for programs in my community” is most persuasive message
across generations.
Funding of specific programs is an important element of messaging – survey
revealed importance of mentioning Medicaid and food stamps.
Deepening understanding of concrete/specific impact on community has most
potential to increase motivation to participate.
Being specific about the impact that the census has on ensuring that communities
get their fair share, both in federal dollars and for specific programs, serves as a
compelling reason to participate in the Census.
Best Messages
Black elected leaders – especially local – and Black organizations are seen as
being able to do the most to encourage participation.
Michelle Obama and Oprah eclipsed all other messengers.
Cable TV and local TV are top news sources, although social media is #1 for
millennials.
Trusted Messengers
METHODOLOGY
- Survey – 1,600 adults nationally – April 2018
- 4 Focus Groups – 2 in North Carolina, 2 in Rio Grande Valley, Texas – May 2018
GENERAL FINDINGS
- Generally positive impression of census, especially those 35 and older
- Hesitation and fear once saw version of questionnaire – citizenship question – lack of
confidence in confidentiality
- 75% preferred paper form, 40% say not comfortable with online, 64% hesitant about
government official coming to house – need to know paper is an option
Any message is better than none at all. All 4 tested messages did better than
doing nothing: 1) “Convenient/Safe/Required,” 2) “Civic/Community Duty”, 3)
“Funding,” 4) “Resistance/Defend Community”
Survey: “Convenient/Safe/Required” performed best
Focus Group: “Funding for local schools and community programs” performed
best.
Immigrants especially responsive to “Convenient/Safe/Required” (75% would
participate)
Women especially responsive to “Civic/Community Duty” (57%)
Latinos under 40 most responsive to message “defend our communities” (40%)
Best Messages
Family Members – especially women in the household.
Nurses, doctors, health providers and Latino organizations also highly trusted.
People who speak for “the children” and “the schools” – such as teachers – were
especially trusted and convincing.
Elected officials among the least trusted.
Spanish-language media a trusted source of information.
Trusted Messengers
Online access is more common with smart phones (85%) compared to computers
(less than half).
Local realities shape perceptions of census. Data hacks, immigration actions.
Children: 11% with children age 17 and younger said they would not count
children. 15% with children 4 and younger said they would not count them.
Other Findings
METHODOLOGY
- Survey – 1,600 adults nationally – citizens and non-citizens, English, Mandarin,
Vietnamese, Korean, Tagalog
- 10 Focus Groups – Chinese (Mandarin), South Asian (Urdu-speaking, Hindi-
speaking), Korean, Southeast Asian (Cambodian, Vietnamese, Hmong), Mixed Asian
Group (English – Chinese, Filipino, Korean and Vietnamese)
- 24% in South
GENERAL FINDINGS
- Differences in awareness among different Asian groups, and by age.
- All groups concerned about citizenship question, make them less likely to encourage
participation in community. Highest with Indian and Korean populations, slightly
higher among 3rd-generation immigrants. Prefer mail-in option.
- 52% will participate online, but equal number would want to participate by paper.
- Knowing about availability of answering in own language – e.g., 62% of Vietnamese
community most interested in responding online in Vietnamese language
Best Messages
Best Messages
Best Messages
How Communicate
Questions or more infoChris [email protected]@chriskromm
Sign up for Facing SouthSend email with “subscribe” in subject line to [email protected]