Flexible and Inclusive.

Partners in Crime developed this flexible and inclusive campaign concept as well as its manifesto, vibrant palette and unique bold logo. The work was brought to life by a number of supporting partners, artists and production studios here in San Francisco as well as in Texas and Florida. The campaign connects people to the Census on a human level, as an urgent act that benefits each of us, our families, communities, and our cities as a whole. With a public presence on billboards, transit shelter posters, kiosks, street pole banners, and more, in different neighborhoods across the city—and country—and presented in the four official languages of San Francisco: English, Chinese, Spanish, and Tagalog, the campaign offers information about the impact of the 2020 Census on all our lives for the next decade.

“If you want to make change, you need to work with artists. Artists will be able to reach people who are hard to reach, to get people engaged around the issues, to connect people and guide them away from dystopia.” - Deborah Cullinan, director of YBCA

While searching for the appropriate typeface to use, we ran across artist Tré Seals, who designed a typeface based on the posters used by protestors striking alongside Martin Luther King Jr. during the Memphis Sanitation Workers’ Strike in 1968. He agreed to collaborate with us on this initiative. And while in the original ‘I AM A MAN’ posters, the ‘AM’ was underlined, PiC decided that YOUR was to be emphasized here, inviting viewers to action by communicating that completing the census is something you rightfully deserve.