Yeah ... I remember there was a MAJOR media blitz for the last 2000 Census!! In particular, they were trying to target the Hispanic population (esp. the illegal immigrants) by saying that ALL they wanted to do was take a count ... and that no other authorities would be called/alerted to their presence.
This advertisement seems to be targeting African Americans ... and I'm sure they probably have one for Asians, Native Americans, Whites and Hispanics, as well.