2020 Census & United Way ASSOCIATION of SOUTH CAROLINA

Project Title: SC Counts 2020 – United Way Association of South Carolina Census Campaign

Client: United Way Association of South Carolina (UWASC)

Project Timeline: 2019 – 2020

Project Scope:

• Brand Identity and Logo Development

• Campaign Hashtag Creation

• Social Media Account Setup and Management

• Content Creation and Partner Resource Development

• Customer Support and Community Engagement

Problem:

In preparation for the 2020 Census, the United Way Association of South Carolina (UWASC) recognized the urgent need for a cohesive, compelling public awareness campaign to encourage full Census participation across the state. Without strong branding and outreach tools, it would be difficult to engage communities—especially undercounted and rural populations.

Solution:

UWASC partnered with EMILY™ Revolutionary Marketing Group to develop a fully branded statewide campaign under the name SC Counts 2020. The goal was to build awareness, equip partner organizations, and increase engagement across South Carolina in support of an accurate and complete Census count.

Key Actions Taken:

• Brand & Identity Development:

  • Created the SC Counts 2020 name, logo, and brand system, including fonts, colors, and usage guidelines.

  • Developed campaign hashtags and a recognizable visual identity to unify all messaging and outreach materials.

• Digital Strategy & Social Media Management:

  • Launched and managed SC Counts 2020 social media accounts, posting regularly and engaging with community members to promote Census awareness.

  • Designed platform-specific content that was visually consistent and aligned with Census key messages.

  • Content & Resource Creation for Partners:

  • Developed a comprehensive toolkit for partner organizations, including branded placemats, social media templates, and short educational videos to share within their communities.

  • Ensured all resources were user-friendly, visually consistent, and optimized for both print and digital platforms.

Support & Engagement:

Provided ongoing customer service and digital support to partners across the state to help them deploy campaign materials effectively and answer Census-related questions from their networks.

Outcome:

The SC Counts 2020 campaign successfully equipped dozens of community-based organizations with professional, ready-to-use branding and outreach tools. By unifying messaging and offering consistent resources, the campaign helped strengthen public engagement efforts across South Carolina during a critical civic moment. The result was a more informed and better-prepared population ready to participate in the 2020 Census.