DALTON, Ga. -- The $25.5 million spent by the Census Bureau to reach Hispanics seems to be paying off in more awareness of the census.
Israel Ramirez, who has lived for 20 years in the United States, is planning to participate in the 2010 census for the first time.
And though Yesenia Ferreira is not exactly sure what the census is, she said she will return the form when she receives it in the mail in March.
Hispanics are among the groups that are hardest to count for the census because they tend not to participate, according to local leaders and census officials. That's why the Census Bureau spent millions on a national advertising campaign aimed at Hispanics.
Out of the money the bureau spent on its Hispanic Media Plan -- 35 percent more than for the 2000 census -- $10.1 million was on television, compared to $5.1 million on radio and $3.9 million on newspapers, according to census 2010 data.
"Little by little we've managed to spread the word about the importance of the census and what people need to do when they receive the forms," said America Gruner, founder of the Coalition of Latino Leaders in Dalton.
HISPANIC POPULATION1990* United States: 22.3 million* Georgia: 108,922* Tennessee: 32,7412000* United States: 35.3 million* Georgia: 435,227* Tennessee: 123,838Current estimates (American Community Survey 2008)* United States: 46.9 million* Georgia: 777,244* Tennessee: 227,897Source: U.S. Census BureauCENSUS FACT FACTS* The census questionnaire will be sent out in March, either by U.S. mail or hand delivery.* The U.S. Constitution requires a national census once every 10 years to count the population and determine the number of seats each state will have in the U.S. House of Representatives.* Each year, the federal government allocates more than $400 billion to states and communities based on census data.* Census data is also used to determine locations for retail stores, schools, hospitals, new housing developments and other community facilities.* By law, the Census Bureau cannot share an individual's responses with anyone, including other federal agencies and law enforcement entities.Source: 2010census.govADVERTISING BY THE NUMBERS* $133 million total spent nationwide* $25.5 million on the Hispanic Audience Media Plan* $10.1 million on television (national and local)Source: U.S. Census Bureau
The nonprofit coordinates a local Latino Complete Count Committee, a coalition of interfaith and community organizations working to educate Hispanics about the chhensus and to dissipate fears that the information on it will used against them.
"I'm afraid of participating because I don't know if they'll give my information to immigration; we just can't know what they will do with that information," said Chatsworth, Ga., resident Jesus, who asked to be identified only by his first name because he is in the country illegally and fears repercussions.
The 32-year-old said he won't know if he will fill out the questionnaire until he receives it.
Many illegal immigrants are afraid, especially in Georgia, because of the state's tough immigration enforcement.
"(We are all afraid of deportation), especially those of us who have children. Any time we leave the house, we always wonder if we're going to return," said Jesus, a Mexico native.
Rosa Gomez has lived in the United States for 18 years and said this year is the first time she plans to participate in the census.
"I've become more interested in the census since my children are in school," said Mr. Gomez, an El Salvador native with two children, ages 17 and 11.
"But I think there's still a lot of people that don't return the forms, especially if they don't have children or own a house," she added.
Most people asked said they learned about the census through ads on Spanish-language television channels and planned to participate as a result of those ads.
"I've heard that the forms are going to arrive in the mail and that it's very important to fill them out," said Ms. Ferreira, who has lived for 14 years in the United States.
"We plan to fill them out because we don't have anything to lose, but I'm not exactly sure why we need to do it," added the 32-year-old Mexico native.
Getting people to participate in the census, like any other civic process, takes time, Mrs. Gruner said.
"First people hear us talk about it, but don't pay much attention," she said. "Then they start to listen to what we say and, little by little, they start trusting us more and react to what we tell them.
"Right now, a lot of people are in the phase of listening to what we have to say," she said.