California’s 2020 Census Campaign Highlights Broadband Accessibility

The 2020 Census count is underway, the California For All – Census 2020 Campaign recently highlighted a series of measures to help the hardest-to-count Californians get the information and support they need to participate in the 2020 Census. This inclusive campaign includes a multilingual and multi-targeted approach to reach out to California’s vulnerable populations including people with disabilities, non-English speakers and communities with limited broadband access.

California’s Census campaign has assembled a historically diverse coalition of partner organizations to help reach the hardest-to-count populations. The campaign focuses on leveraging trusted messengers – community leaders, organizations and influencers – with a goal to educate and motivate those that are hard to reach to participate in the 2020 Census.

Underserved by Broadband

To get the word out to communities with limited broadband access, the campaign’s paid media effort includes rural and regional radio stations and unique out-of-home advertising opportunities, like messages on shopping carts, designed to target Californians who lack access to high-speed Internet.

California’s low broadband efforts include a text-in campaign, which provides households that have no or very low access to broadband with information on ways to participate. To be added to the list, Californians can text “Pledge” to 211-211. The campaign is being promoted by print & radio ads, as well as targeted ads on social media channels for mobile users.

In addition, California’s low broadband campaign will be mailing informational materials directly to thousands of households that have no or very low access to broadband. These houses in rural or no/low broadband areas are less likely to see social or digital media advertisements and would rely on information through more traditional media means.

The U.S. Constitution empowered the Census to determine how billions of dollars of federal funding are distributed to each state every year for education resources, affordable housing programs, nutrition and health care services, and more. Estimates show that for every person uncounted, California could lose $1,000 a year for 10 years. That’s as much as $10,000 per person in funds lost over the next decade.

Data on the hard-to-count populations in cities, counties, congressional and legislative districts in California can be found at

The 2020 Census is the first to rely heavily on online responses. In light of COVID-19 concerns, it is important to highlight that every Californian can respond to the Census online at