Financial Literacy

IRS: Earned Income Tax Credit

Focusing on Latina mothers, "La Vida es Mejor con el EITC", effectively achieved significant radio and print media exposure, highlighting the benefits of the EITC program.

The Goal

Develop and deliver Spanish-Language programming and content via HCN’s owned La Red Hispana channels and various print media to increase awareness of the Earned Income Tax Credit Program (EITC).

The Strategy

We provided specialized Spanish-language communications services for La Vida es Mejor con el EITC (Life is Better with the EITC), focusing on Latina mothers. Our goal was to accurately reflect current IRS and EITC qualifications and regulations with culturally relevant messaging, targeting Hispanic consumers who could benefit most from EITC.

The results

The campaign achieved impressive results, including 96.7 million radio campaign impressions over 3 months, with an estimated market value of $2,475,000. Print ads were successfully distributed and placed in Spanish-language publications in 7 target markets, with a combined circulation of 422,000 weekly. Year 2 Spanish-language PSAs were broadcast 81 times on the national network, with 18,860 airings and an estimated market value of $2,511,000.

The deliverables

We produced 3 original radio PSAs and distributed them for broadcast across La Red Hispana, HCN’s national affiliate radio network. The PSAs were placed via a 13-week sponsorship of Camino al Exito and Saber es Poder daily radio programs. We also created Spanish-language print ads and repurposed the PSAs for additional rounds of broadcast in Year 2.