During tax season, Marylanders have the opportunity to support the Chesapeake Bay and Endangered Species Fund directly through their state income tax return—but participation was just 0.94% last year, with an average gift of $28. The Chesapeake Bay Trust needed to break through a crowded, time-sensitive window and drive both awareness and action when it mattered most.
The Cyphers Agency responded with a focused six-week television campaign timed to peak filing periods. We developed and produced a compelling, insight-driven TV ad, secured 140 placements across 10 WMAR programs, and coordinated a Midday Maryland interview to amplify reach and credibility. The campaign generated more than 1.3 million estimated impressions on a $19,000 investment—significantly expanding awareness during tax season and positioning the Trust to increase both donor participation and average gift size.
