Mayor Adams Launches Marketing Campaign Promoting Enhanced Earned Income Tax Benefits Available to Eligible New Yorkers This Tax Season

March 3, 2023

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EITC Expanding for First Time in Nearly Two Decades, Providing Additional Cash Back to Over 800,000 New Yorkers

New Campaign Aims to Ensure Working Class New Yorkers Get Benefits They Deserve

NEW YORK – New York City Mayor Eric Adams today announced the launch of a $1.5 million multimedia marketing campaign to promote the expanded New York City Earned Income Tax Credit (NYC EITC), which is available to eligible New Yorkers during this year’s tax season. Starting tomorrow, Saturday March 4th, the city will run a new marketing campaign on television, radio, social media, in print, and out-of-home advertising (i.e. billboards, posters, or any other forms of media consumed outside the home) to promote the enhanced benefit and provide information on how eligible New Yorkers can access it.

“This tax season, working class New Yorkers can expect to see more cash back than ever before, but only if they claim what’s theirs,” said Mayor Adams. “Last year, we went to Albany and secured an expansion of the city’s EITC for the first time in almost 20 years, and matched that with city action. Now, we are launching a marketing campaign to encourage eligible New Yorkers to take advantage of this expanded benefit. This is how we ‘Get Stuff Done’ for working New Yorkers.”

“The Earned Income Tax Credit is a lifeline for hundreds of thousands of families across New York City,” said Deputy Mayor for Economic and Workforce Development Maria Torres-Springer. “Last year’s expansion of the EITC was an historic achievement and the launch of this broad-based marketing campaign will ensure that New Yorkers in every corner of every borough are ready to seize this opportunity and put money back in their pockets.”

“The expanded New York City EITC is a win for working New Yorkers, helping them to better afford essentials, like food, health care, and child care,” said New York City Department of Consumer and Worker Protection (DCWP) Commissioner Vilda Vera Mayuga. “If you qualify for the EITC, chances are you also qualify for our NYC Free Tax Prep program to help you file your taxes for free. Thank you to Mayor Adams for fighting for this expansion and giving more New Yorkers back their hard-earned money, and for launching this campaign to help spread the word about this incredibly valuable tax credit.”

“The Mayor’s Office of Ethnic and Community Media is proud to spearhead this marketing campaign to spread awareness about the enhanced Earned Income Tax Credit available to eligible New Yorkers this tax season,” said Mayor’s Office of Ethnic and Community Media Executive Director José Bayona. “This campaign will ensure working New Yorkers know whether they qualify and how they can access this important benefit to support themselves and their families.”

Last year, thanks to efforts by Mayor Adams, Albany, and the City Council, the adopted state budget increased the state and city match to the federal EITC for the first time in nearly 20 years. After the city committed $250 million annually to the NYC EITC, it received a one-time state payment of $100 million. Under the city’s expansion of this program, a single parent with one child and an annual income of $14,750 or less will see their benefit rise from $187 to $933 — a 400 percent increase. A married couple with two children and an annual income of $25,000 will see their New York City benefit grow from $308 to $925 under the city payment — a 200 percent increase. The expansion of the NYC EITC will help approximately 800,000 New Yorkers who would be able to better afford essential items like food, rent, and utilities, as well as promote a more equitable recovery across the city.

The marketing campaign is being managed by the Mayor’s Office of Ethnic and Community Media. The creative was produced by Athena, and the media placement is overseen by Venus Media Group, both city-certified M/WBE media vendors.

The campaign complements DCWP’s annual NYC Free Tax Prep campaign. NYC Free Tax Prep provides free, professional tax preparation that can help New Yorkers keep their full refund, including valuable tax credits, like the NYC EITC. The new NYC Free Tax Prep for self-employed New Yorkers will also provide income tax preparation services to freelance workers and small businesses. The Internal Revenue Service’s deadline to file tax returns is Tuesday, April 18, 2023.

Details about the marketing campaign can be found here. New Yorkers can call 311 or visit New York City’s tax prep website to choose the best filing option for themselves and find the most convenient location if choosing in-person or drop-off tax prep. A checklist of what documents New Yorkers need to bring with them to file and multilingual information about the services are available online. In-person services are available in English, Arabic, Armenian, Bengali, Chinese, French, Haitian-Creole, Hebrew, Korean, Russian, Spanish, Urdu, and more.

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