On the heels of recently announced regional accolades, Big’s efforts for AlabamaCounts! Census 2020 were again awarded — this time on a national scale —at the virtual PRNEWS Platinum PR Awards, held Tuesday, Nov. 16. Besting four other deserving agency finalists from across the U.S., Big took home top honors in the Integrated Communications, Marketing & PR category.
The campaign, implemented on behalf of the Alabama Department of Economic and Community Affairs, was wrought with pandemic-induced changes, pivots and barriers to success. However, Big’s strategic adaptability and quick thinking forged new paths toward a collective end goal: taking Alabama from one the lowest states in Census response rates to one of the best in the nation and not only achieving — but surpassing — original measurable objectives.
“Alabama’s future depended largely on a successful Census 2020 count, and we knew we had to tactically and creatively work to properly represent our population,” said Alabama Governor Kay Ivey. “Despite the COVID-19 pandemic’s effects throughout the count, Big strategically and effectively adapted to changes and obstacles to help move us across the finish line.”
With the census completed nationwide in October 2020, Alabama finished with an overall household response rate at 99.9%, surpassing our original 80% goal. Additionally, 47 of 67 Alabama counties — or 70% — exceeded their 2010 response rate. With Alabama’s population accounted for, not only will a full seven congressional representatives keep their voices heard in the Capitol, but also over the next decade, $13 billion in census-derived funding will be allocated towards healthcare, education, infrastructure, and other life-changing resources in Alabama.
“We were asked over the course of the campaign what our motivation as an agency was to go the extra mile,” said Big CEO and Founder John Montgomery. “Ultimately, for us it was about Alabama’s people. Our people. And our people deserving a better future.”