It is imperative that the attached research files be reviewed. They will help guide your work. (I am not affiliated with those projects, just benefiting from them.) My work is to identify and implement ways that low and moderate income families can increase their financial assets and improve their financial conditions. Recently a change in United States tax law has resulted in the opportunity for any tax filer who is receiving a tax refund to purchase U.S. Series i Savings Bonds directly from the government with their tax refund. They can purchase in increments of $50. My research goal is to identify effective methods to increase tax filers utilization of these savings opportunities. The strategies that I am seeking to identify are ideally scalable so that they can be used around the country at volunteer income tax assistance sites. These sites have volunteers available to help individuals complete and file their income tax returns for free. My interventions target tax filing time and the opportunity that low and moderate income filers have to save when they receive their tax refund, which can be several thousand dollars for some households.
The goal of this specific project is to emotionally move people to save. The pictures and banners should be something that motivates them on a fundamental basis. The pictures, or savings metaphors, should connect with tax filers.
Tell us a bit about who you are and the people you reach
I am primarily targeting mothers, working or single, who will be coming into receive assistance with filing their tax returns. The target audience is low and moderate income tax filers in the U.S. who are receiving free tax assistance from volunteers. Previous research has identified mothers has having strong basic desires to save in behalf of their children. The images produced for this project should tap into these basic emotions and desires. The audience that I am appealing to is low to moderate income mothers in the Southeastern United States. Images should be culturally aware of this audience, but not limited to any one race, ethnicity, or gender. However, a strong focus is placed on mothers.
Images should be modest and respectful and the metaphors that they relate to should generally be positive.
I would like two images for each of the following nine selected savings metaphors. Images should generate a positive emotional arousal in the target audience. Please review the research files below for more information. The metaphors are:
1. Aspiration / Attainment: This includes 1.a. physical closeness, 1. b. clam and control, and 1. c. future education
2. Connection to others
3. Food and Drink / Providing the family’s necessities
4. Protection (perhaps include water, such as "Fill your canteen."
5. Parenting and child rearing
6. Mother metaphors
7. Journey and or Growth
The images and text should focus on eliciting an emotional response from the viewer and that what they see in the picture / metaphor motivates them to save. In addition to the image, there should be a simple short message conveying the savings thought, i.e. “Give them what they need,” or “Grow their savings as they do.” At the middle or bottom of the banner, there should be a common message on all banners, such as “You can. Ask your tax preparer about U.S. savings bonds.”
The size of the vertical banners will be approximately 2 feet wide by 6 feet tall, or other similar dimension for standard banner printing. If stock photos are used in the design, they will be paid for by the contest sponsor (me), but I do ask that they not be over $50 per photo. Desktop versions of the banners will also be created.