Fraser Communications

Golden State Opportunity

Leaf Icon Project Overview


To develop and implement a respectful and persuasive multilingual, multichannel statewide outreach campaign that also included five specific diverse Grant Regions (Los Angeles, San Bernardino, Riverside, Rural, and Santa Barbara/Ventura). The campaign needed to break through and resonate with our diverse audiences, with the goal to educate and motivate hardworking, low-income Californians to file their taxes and claim the state of California Earned Income Tax Credit. Audience(s) Reached: Multicultural, low-income adults ages 18+, with an emphasis on college students, moms, and seniors who work and have an HHI of $30K and under.

What We Knew

The 2023 CalEITC4Me “Everyday Heroes” campaign highlights the contributions of everyday working heroes like moms, healthcare workers, essential workers, and students. The campaign creative – developed in English and Spanish and extended to Chinese, Tagalog, and Mixtec – needed to be empowering and empathetic. We needed to speak directly to those who are living on the edge of society, one paycheck or one unexpected bill away from poverty and we needed to share that they have earned these cash-back credits, and they are theirs to claim. The multilingual creative was developed and produced for TV, OOH, radio, digital, social, video, TikTok, search and print.

GSO 2023 Billboard

Digital, Print & Outdoor

Leaf Icon Results

  • Fraser campaign generated 204,382,758 gross campaign impressions (52,85,300 unique impressions) and 312,302 clicks on the digital ads that drove users to the website.
  • Fraser provided 28% value add, equaling $345,708.
  • And most importantly, so far this year, more than three million people have claimed more than $1.2 billion in tax credits.
Golden State Opportunity

Fraser understands how to reach people and move them – translating messaging research into meaningful creative and targeting media that helped us connect with our hard-to-reach audience.

— Jennifer Webber, Interim Communications Director
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