06 July 2011

Ad campaign launched to promote US immigration process

In an effort to urge the 7.9 million green card holders in the United States to become naturalised citizens, the US Bureau of Citizenship and Immigration Services (USCIS) has launched its first ever paid ad campaign.

US immigration

The USCIS has launched its first ever paid ad campaign to promote US immigration.

As part of an $11 million allotment from the US Congress, a $3.5 million multilingual advertising campaign will be used for three years to encourage immigrants to fully integrate into American society and switch from a US Visa to become naturalised citizens.

The ads will be in English, Spanish, Chinese, and Vietnamese and will be featured in print, radio and digital formats primarily in states with large immigrant populations, such as California, New York, Florida and Texas.

Speaking on the campaign, Nathan Stiefel, division chief of policy and programs for the Office of Citizenship at USCIS, said "You've got to create that sense of urgency, and until they've reached that sense of urgency, they'll just coast."

There are approximately 7.9 million people eligible for citizenship, according to the US Department of Homeland Security.

In order to apply for naturalisation, an American green card holder must have lived in the US for five years, show good moral character, pass English and civics tests, amongst other criteria.

The American Visa Bureau is an independent consulting company specialising in helping people with their ESTA application to the US Embassy.

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