Creative Brief
The Census2010 Video Ad Contest Creative Brief has complete information on the purpose, message, intended audience, judging criteria, and procedures of the contest, and provides examples of video scenarios.

The following is only a summary. Consult the Creative Brief before making your video.

Primary Purpose
The Census2010 video ads are intended to promote participation in the census, especially among students. The primary goal of the ads is to clarify that university students who live away from home in a dorm or rented apartment are responsible for filling out and mailing in their own Census 2010 form.

Audience
Video ads should be aimed primarily at students. They are the main target audience of the campaign, and students will also be voting on the video ads, along with other University/College members. Parents of students are a secondary audience for the videos.

Potential Content
To that end, video ads might convey information such as the following:

A student's census residence is where they live and sleep most of the time as of April 1, not their parents' home.

Graduating students who plan to leave the area should fill out the census form for their current residence.

Everyone in a student household should be listed on the census form for that address, including non-US citizens.

It doesn't matter who is listed as 'head of household,' just that everyone is counted.

Census information is confidential and never shared with other government agencies, or with parents, who may not know about student living arrangements.

Parents of college students who live away from home during the academic year should NOT list students as household members on their census forms.

Census forms must be completed and mailed back by April 1st.

Filling out the census form is fast and easy, and a civic duty.