2020 Census Goodwill Ambassador

The 2020 Census Goodwill Ambassador program became even more important during the COVID-19 pandemic to ensure Angelenos were aware of, and able, to complete their 2020 census forms.

Key Impact

1,258 Census Goodwill Ambassadors
Served more than 10,000 households
Translated materials into 12 languages

The 2020 Census Goodwill Ambassador program improved LA’s response rates in hard-to-count areas by mobilizing diverse community members to conduct neighbor-to-neighbor outreach and education. The program included the launch of trained Census Goodwill Ambassadors through which more over one thousand individuals conducted community-based workshops, outreach events, phone-banking and other efforts to inform Angelenos to complete their census form. The program also coordinated outreach activities in partnership with 42 community-based nonprofit groups. When the COVID-19 pandemic hit, the program pivoted its efforts to coordinate with pop-up vaccine sites. All in all, the program reached hundreds of thousands of Angelenos in using direct outreach and materials in twelve languages.

Issue Area

Community Building


City of Los Angeles
Department of Neighborhood Empowerment, City of Los Angeles
Department of Disability, City of Los Angeles
42 Community-based organizations

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