LULAC partners with Voto Latino to launch
youth-focused Census initiative

February 2, 2010

Contact: Lizette Olmos, ljolmos@lulac.org, (202) 213-1293

Users Can Take the ‘Census Pledge’ and receive 25 free songs from artists like Pitbull, Mos Def, Morrissey & Rodrigo y Gabriela by going to becountedrepresent.com/lulac.

February 3, 2010, - Washington, DC - LULAC partners with leading Latino youth civic engagement organization, Voto Latino, to launch the “Be Counted, Represent!” campaign.

“Be Counted, Represent!” which launches today, is comprised of multi-platform web, mobile, direct and traditional media initiatives that will elevate the census in the minds of millennials, who are historically undercounted in the Census.

In the United States, census data affects everything from the allocation of federal budgets for education, health care and transportation to the drawing of Congressional districts. This year’s 2010 census is of critical importance to all Americans because it allocates $400 billion in federal funds and determines congressional representation.

“Our work with the census is to both educate Latinos about the importance of taking it and re-imaging it as a means of personal empowerment and taking ownership of one’s future and one’s family’s,” said Maria Teresa Kumar, co-founder and executive director of Voto Latino, an official US Census partner.

"What we’ve found through our work is that Latino youth are pivotal household influencers," said LULAC National President Rosa Rosales. "They’re familiar with government processes, they are English-speakers and consume mainstream media, and they influence their households with everything from politics to household purchases. Empowering them to take the census is at the core of our strategy."

In speaking to their target effectively and leveraging drive-to-web and SMS campaigns from their 2008 presidential election work as well as the best practices utilized by President Obama’s campaign, Voto Latino’s “Be Counted, Represent!” campaign is comprised of the following initiatives:

“Be Counted, Represent!” Local - On-the-ground Events : Voto Latino (VL) will be organizing on-the-ground events and census outreach operations in Los Angeles, Chicago, Upstate New York, Long Island and San Francisco.

- Collateral and Direct Mail Pieces : Voto Latino will distribute iTunes cards, t-shirts and other collateral materials, including direct mailers to aforementioned markets.

“Be Counted, Represent!” On the Web & Mobile
- “BeCountedRepresent.com” – A dedicated URL, which goes live 2/2, will serve as the campaign’s hub, featuring easy-to-digest US Census information, and prompting viewers to “Take the Pledge” to participate in the census. Anyone who takes the pledge will also receive a free 25-song soundtrack courtesy of iTunes (as per below).


- “Be Counted” Viral Video PSAs – Executive produced by Voto Latino, who were acknowledged last year with a Webby award for their “La Pasión de la Decisión” get-out-the-vote PSAs, this three-part series of Internet shorts, feature a group of friends who, one night over a festive party, launch into a heated argument about whether to participate in the census. An all-star ensemble cast, featuring Rosario Dawson, Luis Guzman, Demi Lovato (Disney’s Camp Rock franchise), Ana Ortiz (“Ugly Betty”), Wilmer Valderrama (“That Seventies Show”), Jorge Garcia (“Lost”) and more, comprise of characters with opposing viewpoints. The first short will launch in February on BeCountedRepresent.com with subsequent shorts to follow through the end of May.

- Free Digital Downloads – Apple will provide Voto Latino with 100,000 census-themed iTunes cards that will be distributed to community organizations, universities and radio stations. The cards allow recipients to download 25 free songs from major artists across a wide range of relevant musical genres, who have donated their tracks to the campaign.

- Text2Represent SMS campaign – Voto Latino will send targeted text messages to tens of thousands of U.S. Latinos to ensure that they and their families understand the importance of the Census and being counted.

Be Counted, Represent! Take the ‘Census Pledge’ and get your 25 free songs by going to http://becountedrepresent.com/lulac.

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