In addition to public service announcements, which have run in the past decades, the government will spend $167 million on paid television, radio and print advertisements, designed to inform mainstream audiences and target communities whose response rates have been historically low.

"This is the first time ever the census has tried to use advertising to try to appeal to the wide demographics that make up America," Tejada says.

The government purchased a 30-second commercial for half price during the Super Bowl and will rival major advertisers like McDonald's and Burger King in ad volume for March and April, Clinkenbeard says.

Advertisements, and radio ads in particular, will run in several languages to encourage the participation of historically underrepresented minority and immigrant groups.

In addition to advertisements, the government will rely on a series of mailings and home visits to ensure maximum participation.

This year's census will include a series of three mailings. The first, which most households should already have received, is a letter announcing the upcoming census. The second, mailed out at the beginning of this week, is the form itself, and the third is a postcard due to arrive in April reminding residents to complete the form.

Should the mailings fail to elicit a response, the census office will dispatch a fleet of enumerators--men and women who will visit households in their neighborhood that have not yet responded--to offer assistance.