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.