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Dallas County Census: Making sure everyone gets counted

Updated: May 18

Texas adds two congressional seats. Over 6 million impressions and almost 10,000 clicks on DallasCensus.com helped to make it happen.


The Census count made a huge difference. To Texas, it meant the addition of two congressional seats in the upcoming redistricting—the only state in the U.S. to add two seats. Dallas County being properly counted made a positive impact on this redistricting. Making sure everyone exercised their right to be counted was the goal behind the work ABI conducted for Dallas County Census last year.


We wanted to help ensure that Dallas County receives its share of future government funding for social programs. To achieve those goals, ABI developed a campaign to first reach out to and then engage the county’s hard- and hardest-to-count populations. Not only did we face the expected challenges of language barriers, residents with little or no access to the internet and overall awareness of the Census and its importance, but also we were heavily impacted by two external events.


More than just the addition of seats in the U.S. Congress, we wanted to help ensure that Dallas County receives its share of future government funding for social programs. To achieve those goals, ABI developed a campaign to first reach out to and then engage the county’s hard- and hardest-to-count populations. Not only did we face the expected challenges of language barriers, residents with little or no access to the internet and overall awareness of the Census and its importance, but also we were heavily impacted by two external events.



The project began with branding expansion development that made its way onto marketing collateral viewed all over Dallas County.

  • We designed and developed dallascensus.com in both English and Spanish.

  • We built a partnership network of more than 600 organizations to facilitate our outreach throughout the project; our social media team launched and maintained @dallascounts2020 on Facebook, Instagram and Twitter.

  • Each week throughout the count, we were tasked with writing, designing and distributing bilingual email templates for all 30+ cities in Dallas County.

  • On a tightly scheduled routine, we created 25 educational emails, over 80 social media posts and a half dozen monthly “get-counted” challenges for our city outreach partners.


For our network of partners, volunteers and city council members, we made a suite of digital assets available for sharing online and downloading. These assets included: an email template for custom emails (in six languages), digital banners, digital and printable flyers (in six languages), digital and printable door hangers (in five languages), a multicultural image library and a Dallas Census presentation templates.


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