EITC (Earned Income Tax Credit)

The Challenge

In March of 2023, NYC Mayor Eric Adams announced a significant increase in the Earned Income Tax Credit (EITC) he helped secure for New Yorkers alerting residents to apply for the credit that helps low to moderate income workers/families get a tax break. If qualified, New Yorkers could use the credit to reduce the taxes owed with possibly increasing their refund. Venus Media was chosen to represent this campaign and tasked on devising a strategy that would reach underserved, multicultural communities in a variety of languages.

The Solution

Our highly audience targeted awareness campaign, consisted of an high impact cross-platform strategy to reach New Yorkers throughout their day. We welcomed these new audiences utilizing Digital, Social, OTT, Streaming, Radio to reach New Yorkers across the 5x boroughs. As a final push to directly reach our New York audience, EITC was a sponsor on NY1’s community calendar and recognized on one of New York’s top broadcast channels, NBC/Telemundo. In addition to high impact media we activated an OOH campaign including subway liveboards, bus shelters, and large posters that were placed in high traffic consumer areas with QR codes for direct access to EITC information. Additionally, we launched an innovative campaign positioning branded, eye-catching, wrapped cars in the targeted top 10 zip codes with drivers handing out EITC branded handouts. We rounded out our campaign partnering with Ethnic and Community Media outlets to reach multicultural audiences directly in their communities.

The Results

We delivered 119M+ impressions, reached 5.1M+ New Yorkers, with over half of our reached audience as Spanish and Chinese speakers (51%), and secured 11% added value bonus spots across major platforms. To showcase engagement, there were over 600 QR scans during the two month flight!