The Washington State Department of Revenue needed to raise awareness for the new Working Families Tax Credit (WFTC) which provides sales tax relief to low-to-moderate income workers. With an estimated 360,000 eligible individuals and families, the objective was to drive applications and ultimately deliver refunds.

The statewide awareness campaign combined traditional broadcast and outdoor with digital, social, and search advertising to reach diverse audiences and direct them to the new website to learn more, check eligibility, and find resources to apply. In the second year, we expanded the campaign to include ads in 11 languages, ensuring broader reach and inclusion.