Challenge: Convince independent-minded Nevadans who helped Nevada rank #50 in participation in the last census that it was in their best interest to share their personal information with the federal government.
Strategy: Thanks Nevada! Rather than rely on the traditional civic duty tropes that characterize census advertising, we antagonized Nevadans with Texan, Californian and New England caricatures who thanked us for leaving them all the money. And because it only took fifteen seconds to make our point, we effectively doubled the impact of the television budget. Nevada ranked #1 in improvement nationally. The campaign was featured nationally in a CNN news segment.