Every ten years, the US government takes stock of our ever-evolving populace - better known as the US census. It is the largest peacetime mobilization of workers and is inevitably greeted with apathy, inertia or downright suspicion. The big question is how do you activate over 300 million people - many with different cultures, politics and languages? We led a partnership group of 14 agencies working in 28 languages to create hundreds of TV spots, videos, blogs, news releases, print ads, billboards, banner ads, radio spots, road shows and multiple Facebook, Youtube, Flickr and Twitter pages - plus one dynamic website. In the end we generated more than 17 billion impressions - 217 million alone for the 18-week road show tour - and exceeded all goals for participation.