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 “Get out the vote” 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 “the single largest benefit ever conferred at the state governmental level upon needy families.” 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