Lynn Vavreck for NYT’s The Upshot:

The government dedicates tremendous resources to reminding people to return their census form and even sends people to the doors of households from which no form has been filed. Mostly, it gets results. But if the reason for not filling it out is distrust of government, additional efforts at compliance by government might fall flat.

For the 2010 census, the Spanish-language television network Telemundo sought to improve census participation by writing a story line into one of its most popular telenovelas, “Más Sabe el Diablo.” In it, the character Perla meets a Latino census worker at her father’s empanada stand and is encouraged to apply for a job with the census. The plot shows Perla being trained and learning about why the census asks the questions it does and how it safeguards confidentiality. The idea was that a popular character on a TV show could do more to assuage the fears of a community than the government could.

Matthew Trujillo, currently at the Robert Wood Johnson Foundation, and Elizabeth Paluck, a Princeton University psychologist and recent MacArthur Award winner, studied the network’s efforts. Mr. Trujillo and Ms. Paluckasked 121 Spanish-speaking Latino adults across three states to watch either a four-minute clip from “Más Sabe” that showed Perla talking about the importance of completing the census or one that included Perla talking only about family. One of the states was Arizona, which had just passed a law requiring police officers, in the course of an unrelated investigation, to investigate a “reasonable suspicion” that a person was in the country illegally.

Subjects in the experiment completed a survey before and after watching one of the clips. (Which one they watched was determined at random.) Upon leaving the lab, they were able to take a flier about the census and choose either a generic “Latino Pride” or census-specific “Be Counted” sticker.

The results of the test showed that people who saw the census story line were more likely to have positive attitudes toward the government generally — unless they lived in Arizona.Latino residents there, under threat from the newly passed law, were not moved by Perla’s story line….

The results suggest that if Latinos in the United States feel generally threatened by the Trump administration, it may be hard to persuade them to overcome their negative views of government and return the 2020 census.