An Indianapolis scholarship group is using OOH to recruit donors across the state line, and the Wall Street Journal’s opinion page has noticed.

A billboard on I‑94 at the Illinois–Indiana border is urging Illinois residents to “Take Advantage of Indiana’s EFTC Program,” putting out of home at the center of a political and education-funding tug of war between two neighboring states.

The board is part of a campaign by the Indianapolis-based Institute for Quality Education, which is encouraging Illinois taxpayers to donate to scholarship-granting organizations in Indiana through the federal Education Freedom Tax Credit. Donors can receive individual credits of up to $1,700, and the scholarships serve public, private and homeschool students.

The placement is the point. Illinois Gov. J.B. Pritzker has not said whether the state will opt in to the program, and the American Federation for Children’s Patrick Graff has said Illinois could see more than $1 billion in education funding if 15% of its taxpayers participated. With Illinois undecided, the billboard gives Indiana groups a way to reach Illinois commuters directly.

The campaign also drew attention from the Wall Street Journal’s opinion page.

Insider reached out to The Institute for Quality Education and they provided us with the artwork for the billboard.

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