Public Policy Campaign
The Challenge: (What Our Client Needed)
In 2006, TEACH NYS, a coalition of organizations and schools representing 500,000 non-public school students statewide, launched a campaign fighting for education tax credits in New York State. A 2007 campaign followed urging state officials to deliver additional tens of millions of dollars for non-public school students.
Our Strategy: (What Bottom Line Did)
During the first phase of the campaign, over one million pieces of direct mail were mailed to voters across New York State. In addition to mailings, a comprehensive advertising campaign ran in print media. The follow-up campaign consisted primarily of advertising running in dozens of newspapers from Brooklyn to Albany. Additional projects included brochures and a â€œGet out the voteâ€ media campaign.
The Result: (How the Client Benefitted)
In direct response to the campaign, $600 million was allocated for school-age children by New York State. It was reported in the mainstream press as â€œthe single largest benefit ever conferred at the state governmental level upon needy families.â€ The tax credit will reappear yearly, with an additional $45 million in new funding going directly to private schools.
Categories: Non-Profit, Public Policy Campaign, Branding, Media