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$340 Million Blitz Launches 2010 Census

Census Bureau Launches 2010 Census Road Tour Across Nation 
‘Portrait of America’ Vehicles Aim to Increase Awareness and Participation 
in Census 

The 2010 Census Portrait of America Road Tour set out today from New 
York City’s Times Square, launching a cross-country interactive experience 
designed to increase awareness and encourage participation in the nation’s 
once-a-decade population count. 

During the next four months, the tour will be part of the largest civic 
outreach and awareness campaign in U.S. history — stopping and exhibiting 
at more than 800 events nationwide. From local parades and festivals to 
major sporting events like the Super Bowl and NCAA Final Four, the Census 
Bureau will attempt to motivate America’s growing and increasingly diverse 
population to complete and mail back 10-question census forms when they 
arrive in mailboxes March 15-17. 

“The Road Tour seeks to educate and empower every person living across 
our country to take part and participate in the 2010 Census,” Census Bureau 
Director Robert Groves said. “Attendees at Road Tour events will learn 
about the census, how it affects their local communities and even share 
their personal stories about why the census is important to them at 
interactive kiosks and exhibits.” 

The 2010 Census Portrait of America Road Tour features a national 
vehicle — a 46-foot gooseneck trailer — and 12 regional vehicles — cargo 
vans with 14-foot pull trailers. The national vehicle, nicknamed “Mail It 
Back,” brings the benefits of participating in the 2010 Census to life 
through a visual, interactive representation of the 10-question census 

The regional vehicles offer a similar user experience, including GPS 
technology that allows visitors to track the tour online as it happens and 
through daily social media postings on Twitter, Facebook, MySpace, Flickr 
and YouTube. 

Regional launch events include vehicles departing from national 
landmarks across the nation, such as the USS Constitution in Boston, 
Independence Mall in Philadelphia, the Gateway Arch in St. Louis, Santa 
Monica Pier in Los Angeles and the Golden Gate Bridge in San Francisco. 
Altogether, more than 3 million people will have the opportunity to share 
their photos and stories, explaining why the census will make a difference 
in their communities. This constantly changing “portrait of America” will 
be captured during all Road Tour events and will live online at 

Each vehicle has a unique name selected to help educate people about the 
Census Bureau, and they have unique Twitter handles for on-the-road 
updates. For updates on all 13 vehicles from January through April, follow 
us on Twitter at: @2010Portrait. 

Vehicle Name Census Region Unique Twitter Handle 
Mail It Back National @10MailItBack 
Representation Atlanta @Representat10n 
Democracy Boston @10Democracy 
Founders Charlotte @10Founders 
Population Chicago @10Population 
Take 10 Dallas @10Take10 
Geography Denver @10Geography 
Statistics Detroit @10Statistics 
Decennial Kansas City @10Decennial 
Confidential Los Angeles @10Confidential 
Liberty New York @10Liberty 
Constitution Philadelphia @10Constitution 
Abacus Seattle @10Abacus 

The Portrait of America Road Tour was designed to minimize its impact on 
the environment, with its 223 metric ton carbon footprint being offset 
through carbon credit donations by Other national partners 
associated with the tour include Best Buy, Google, Sprint, 3M, MTV, 
Telemundo, Black Entertainment Television, Country Music Television, Sesame 
Street and Valero Energy. These partners have pledged to help increase 
awareness about the 2010 Census and have each provided resources to make 
the Road Tour and the census a success. 


The 2010 Census is a count of everyone living in the United States. By 
law, everyone in the United States, both citizens and noncitizens, must be 
counted every 10 years. Census data are used to reapportion congressional 
seats to states and directly affect how more than $400 billion per year in 
federal funding is distributed to state, local and tribal governments. The 
2010 Census form is one of the shortest census questionnaires in history 
and takes about 10 minutes to complete. By law, the Census Bureau cannot 
share respondents’ answers with anyone, including other federal agencies 
and law enforcement entities. 


As with all 2010 Census information, the address information collected by 
the Census Bureau is confidential by law (Title 13, U.S. Code, Section 9). 
All Census Bureau employees take an oath of nondisclosure and are sworn for 
life to protect the confidentiality of the data. The penalty for unlawful 
disclosure is a fine of up to $250,000 or imprisonment of up to five years, 
or both. 


Samantha O’Neil 
Public Information Office 

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