United Way Monterey County's Volunteer Income Tax Assistance (VITA) provides residents free tax preparation services. Volunteer tax preparers perform thousands of tax returns and return millions of dollars back to taxpayers. Due to grant funding agreements, we are required to promote the California Earned Income Tax Credit (CalEITC) along with the program.
For the 2019 Tax year, we developed the tagline "Don't let free tax prep pass you by. Make VITA your next stop". I then adapted the green piggy bank illustration- who became known as "Victor"- I created the year prior to fit the tag line. The illustration of Victor in the convertible was then used for the program's marketing including, interior and tail bus ads, a television PSA, and flyers. To promote free online filing, I later redrew Victor for social media graphics.