Mercury Public Affairs has won the competitive pitch to handle outreach and PR for the California 2020 census.
Issued March 15, the RFP called for a shop to focus on geographic areas and demographic populations that are “least likely to respond” to census canvassers.
In addition, Mercury is expected to develop an overall campaign to encourage all Californians to be counted in 2020.
California’s lawmakers approved a $90M budget to fund overall census promotion, while Governor Gavin Newsom’s 2019-2020 budget proposed an increase of $50M.
The California Complete Count office, which issued the RFP, has allocated $16.1M for outreach & PR. That figure has the potential to expand to $46.1M, pending budget approval.
The 2020 census will determine the number of seats that California will hold in Congress and funding formulas for federal disaster relief, education and health and human services programs.
Mercury will officially land the account 5 PM (PST) July 15, which is the deadline to protest the award to the Omnicom unit.