Client:
Arizona Friends of
Foster Children Foundation
Arizona Tax Credit Campaign
Video Production
Campaign
Art Direction
Copywriting
The Challenge
Arizona Friends of Foster Children Foundation faced a dual challenge: educating Arizonans about the state’s unique dollar-for-dollar tax credit and inspiring them to donate. While residents could give to qualified nonprofits and claim every dollar back on their state taxes, awareness of this opportunity was low. Many potential donors, especially parents and everyday taxpayers, weren’t fully informed about how simple it is to give, file, and claim the credit. AFFCF needed a campaign that broke through the noise, made the benefit feel approachable, and motivated immediate action toward donations averaging $650 or more. The biggest hurdle was turning a complex tax concept into a message that felt simple, relatable, and easy to act on.
The Insight
We leaned into humor and relatability by flipping the family dynamic—kids educating their parents about the tax credit. This storytelling device positioned children as witty “know-it-alls,” delivering a complex message in a light, memorable way.
The Approach
We leaned into humor and relatability by flipping the family dynamic—kids educating their parents about the tax credit. This storytelling device positioned children as witty “know-it-alls,” delivering a complex message in a light, memorable way.
The creative included:
- Video spots featuring kids explaining the AFFCF tax credit in humorous, family-friendly scenarios.
- Clear calls to action: “Make a donation and file Form 352—you have to claim the credit!”
- Multi-channel push across Facebook, social media, and donor outreach during tax season.
- Simplified messaging pillars emphasizing dollar-for-dollar return, average $650 donations, and the ease of claiming the credit.
Click image to watch video
/ The Results
The campaign transformed a complicated tax message into something approachable and engaging. Parents connected with the humor, while donors understood the zero-risk value of giving.
- Higher awareness of the AFFCF tax credit among parents and nonprofit donors.
- Increased engagement on Facebook and digital channels, with strong click-through rates to the AFFCF tax credit page.
- Donations driven closer to the $650 average target, reinforcing the message that giving is both impactful and financially smart.
- Established a replicable campaign model AFFCF can use annually to boost donations during tax season. Key outcomes included:
Click image to watch video
