This program was targeted at hard-to-reach groups – typically minorities and recent immigrants who do not speak English as a first language. The ten minute long program was distributed at the community level – through churches, civic organizations, and business partnerships established through the Census Bureau’s Partnership Program, as well as for broadcast through local public access cable channels.

Seven versions of this program were developed in six languages. There were two versions in English (a multi-ethnic version and one specifically targeting the African-American community), as well as versions translated and tailored for Spanish, Chinese, Vietnamese, Korean, and Tagalog (Filipino) speaking audiences. Rock Creek was responsible for all aspects of production – from initial concept to scriptwriting, through production and postproduction, to final duplication, packaging, and distribution of nearly ten thousand copies.