Focus Groups to Develop Messages for the Census 2010 Public Information Campaign, Phase II

IT’S IN OUR HANDS
“HELPING HANDS”

IT’S IN OUR HANDS
“HELPING HANDS”

IT’S IN OUR HANDS
“HELPING HANDS”

TELEVISION
CLIENT
TITLE

CENSUS
“HELPING
HANDS”

JOB

STATUS
#

ISCI
#

ROUT
Proofre

REGION

Legal/P
PRODUCT/OFFER

IT’S IN OUR HANDS

LENGTH

:30

CREATIVE TEAM

A.MROUEH / F.GODINEZ

PRODUCER
POSTHOUSE/LIBRAR

Accoun
SCRIPT

TO BE COMPLETED BY THE PRODUCER
VO TALENT
DATE

Open on a little girl standing in front of a broken
swing.

A pair of hands come in from out of frame and
makes the shape of a swing…

…allowing the girl to jump in and swing away.

When you fill out the seven simple questions on
the Census form…

Cut to an elderly couple sitting at a bus stop on
a cloudy day. It begins to rain.

Suddenly, from out of frame a huge hand comes
in and hovers over them like a bus shelter
helping them keep dry.
Cut to a woman in a wheelchair approaching an
apartment building. As she gets to the entrance
we see there’s no ramp for her to access the
place.

Suddenly, from out of frame a hand comes in
and serves as a ramp, so she can go up.

...you start filling in the gaps that affect our lives,

Cut to a school bus approaching an uneven and
patchy section on the road.
..our families and our community.
Just as the bus is going to go over it, hands
come in from out of frame and cover the
damaged road. The bus goes through smoothly.
Fill out the Census. It’s easy and confidential.
Cut to a kitchen. On the dining table we see a
blank census form and a pen.
A hand comes in from out of frame, grabs the
pen and begins to fill out the census form.

AVO: Together we can make a difference.
Census 2010. It’s in our hands.

The purpose of this concept is to create an emotional connection between the audience
and the 2010 Census. By showing the power behind common hand gestures, from
painting on a canvas to drawing a simple X on a paper, we communicate the power
behind filling the 2010 Census.
1. We see a woman’s hands hugging a scared child.
Super: It’s in your hands to soothe.
2. Cut to a teacher writing on a chalkboard
Super: It’s in your hands to teach
3. Cut to an old man hands amusing a baby.
Super: It’s in your hands to amuse.
4. Cut to a man’s hand painting on a canvas.
Super: It’s in your hands to create.
5. Cut to a policeman stopping traffic to let a group of boy scouts cross the street.
Super: It’s in your hands to protect.
6. Cut to a woman’s hand putting a band-aid on her son’s elbow.
Super: It’s in your hands to heal.
7. Cut to a man’s hand filling out the 2010 Census form.
Super: And it’s in your hands to secure a better future.
VO: This year the Census will help determine how 300 billion dollars get spent, money
that’s allocated to create a better future for our children, our community, and us.
The power for change is in our hands. Fill out the 2010 Census questionnaire.
8. Close with Census logo and tag:
2010 Census. It’s in our hands.

“Playground” TV :30

This is a film that celebrates a special day in an American town. We see a boy, excited, pulling his father from the house. His father holds a peculiar, 3dimensional “X”. We see more and more people -- adults of all ethnicities surrounded by ecstatic children, holding an “X” and walking toward the town
square. One woman plants her “X” into the ground.

We see that they are assembling something with their “X”s. They stand back and appreciate what they’ve built. But it’s not done yet. There is a
tension in the air. A man checks his watch. Suddenly, we see a woman charge into the town square with her “X”, cheered on by her community.
She inserts her “X” into the structure.

We pull wide to reveal an amazing playground constructed solely out of the citizens “X”s. The kids play wildly.

ANNCR: Your census answers are the building blocks to a better life.

For our children, our community and ourselves.

It’s time to make your mark. Start here. Census 2010.

It’s time to make your mark.
Start here.

We dissolve from an “X” in the playground, to an “X” being filled into a
Census questionnaire.

T h i s yea r th e C e n s u s w i l l d e ter m i n e th e
a l l o c a t i o n o f 3 0 0 b i l l i o n d o l l a r s , m o n e y tha t
c o u l d h e l p c r e a t e a b e t t e r f u t u r e f o r u s , o ur
children, and our community.

T h i s yea r th e C e n s u s w i l l
determine the allocation of
300 billion dollars, money
that could help create a
better future for us, our
children, and our community.