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CNC Kicks Off Hispanic Heritage Month with Ramped up Census Latino Outreach Campaign “Tortillas y Más”

WHAT: The California Census Office and CNC’s Cuenta Conmigo program launched “Tortillas y Más” a campaign focused on reaching Latinos in the spaces they most frequent and through the products that are most essential to their households. The name of the campaign references the popular food item that is a staple component of Latino cuisine, and more. And the strategy behind the campaign is to deliver key Census information through the product packaging, such as census stickers on tortilla bundles or cereal boxes.

“Tortillas y Mas” relies on partnership development with local businesses such as tienditas, restaurants, meat markets, bakeries, etc with high levels of Latino consumers. These local businesses provided generous support, even while facing COVID-19 challenges, to help educate, inform, and activate Latinos about the 2020 Census. COVID-19 interrupted person-to-person outreach programs such as door knocking, town-halls, and neighborhood events that would have increased census participation through live connections. Nevertheless, CNC drew in a wide range of community support to establish “Tortillas y Más” and aims to continue working through this program to increase civic engagement beyond the Census deadlines.

“The partnership goes beyond adding a sticker to products, it’s about engaging familias to speak up and complete the 2020 Census survey. Products that are familiar to our familias are now a reminder to take action to complete the Census. More than anything, the blend of civic engagement messages with Latino products reminds us that we’re part of the decision making process too and we have to get involved,” said Mayte Aguilar, CNC Merced’s lead organizer.

This partnership is critical to having an accurate and complete Census count in California. We owe it to our families to make ourselves be seen. By voicing our existence, we’re not only saying that we matter but we are helping to identify the needs of our whole neighborhoods. And what better time to do this than during the start of Hispanic Heritage Month” explained CNC Fresno lead Organizer, Imelda Ramirez.


WHEN: Wednesday, September 16, 2020 from 9:00am - 11:00am


Fresno site: Distributing materials at local businesses. Call for site locations. Imelda Ramirez, CNC Tortillas y Mas Fresno Lead Organizer

Modesto site: Canvassing streets of Modesto with flyer drop-offs. Call for site locations. Mayte Aguilar, Merced Lead Organizer


**Send questions prior to Karina Martinez Email: [email protected] or text 858-752-1262


WHY: Latinos have often been excluded from civic engagement opportunities.

Hispanic Heritage Month with Ramped up Census Latino Outreach Campaign “Tortillas y Más”