On May 16, EarnIn rolled out an ad campaign in the District calling out D.C. Attorney General Brian L. Schwalb for a lawsuit that could rip away Earned Wage Access (EWA) tools from thousands of everyday Washingtonians.
EarnIn is a financial technology company on a mission to build a more equitable system for the people traditional finance has left behind. From on-demand earnings and early paycheck access to credit-building tools and real-time pay, EarnIn helps customers take control of their money and build momentum — without debt, fees, or fine print.
The six-figure campaign highlights EarnIn customers with a clear message for Schwalb: “Hands off our pay.”
The campaign launched with a signature ad, ”You Don’t Know Me,” a response from District workers to Schwalb’s assault on the financial tools they rely on. The media buy will reach Schwalb and District residents where they are, focused on digital streaming ads, online video, radio, and programmatic digital placements on leading websites.
The campaign also includes EarnInDC.com – an online action hub where District residents can learn more and send letters to Schwalb, D.C. Mayor Muriel Bowser, and the D.C. Council explaining why they use EarnIn and calling for the lawsuit to be dropped.
“As the former Attorney General for D.C., I understand the power and responsibility that comes with the office and I also know when that power is being misapplied,” said Karl Racine, former attorney general for the District. “This lawsuit is a misguided attempt to protect consumers that will actually leave many worse off. Earned Wage Access empowers workers to avoid overdraft fees, payday loans, and financial emergencies. The government shouldn’t be standing in their way.”
EarnIn’s Cash Out product allows users to access their earned wages before payday, without interest, mandatory fees, or credit checks. Unlike payday loans, EWA empowers users without locking them into cycles of debt.
The campaign platform is now live at EarnInDC.com for District residents to send letters and join the fight. The ad has been seen more than 860,000 times across all advertising channels in the District since its campaign launch.
“I joined this campaign because I’m tired of people who don’t know me or my community thinking they know what’s best for us,” said Brian Beard, a District resident and EarnIn customer. “EarnIn has been a lifeline for me, that helps me make ends meet. Attorney General Schwalb is making a huge mistake by attacking a service that so many District workers rely on. My message to AG Schwalb is simple: I can’t afford any more of your so-called help.”