IRS EITC Campaign

Earned Income Tax Credits (EITCs) were designed to help lower-income working Americans from dipping below the poverty level, especially single-parent families. Available to those who work during the year and earn less than $50,000, taxpayers receive EITCs in the form of a credit off their taxes as a refund during tax time. But the great recession created a new group of eligible taxpayers who weren’t aware they qualified. Brand+Aid worked with Porter Novelli to create this campaign that focused on the many ways a recipient could put their EITC check to work. The TV spot featured dollar bills which magically folded themselves into various items using stop-action animation.