In the spring of 2013, CAPS worked closely with the Alabama Department of Revenue to promote their Tax Refund Debit Card program for taxpayers filing their 2012 taxes. In a move away from the costly process of issuing paper checks, ADOR encouraged all eligible taxpayers who were not receiving direct deposit to take advantage of the debit card program.
The main goal of the campaign was to tout the benefits of receiving a pre-paid debit card with your tax refund dollars loaded on it, as opposed to a paper check.
To this end, we coordinated and executed the following activities:
- webpage design
- production and placement of ads: radio, television, and digital
The campaign was targeted to specific demographics including unbanked and underbanked households with median income less than $20K, non-native English speaking households, and individuals who received paper checks in previous years.