HM Revenue & Customs |
The HMRC Communications campaigns help achieve HMRC’s vital purpose – to collect the money that pays for the UK’s public services and help families and individuals with targeted financial support. The annual Self Assessment campaign exemplifies how HMRC achieve this, by helping customers across the UK file their tax returns on time and pay any money due. Using data-driven audience insights gathered over the years, the HMRC Communications team completely reinvented this year’s campaign, making it better than ever. The team went boldly against industry practice of using ‘positive insight’, and used the ‘Tax Ducks’ to personify the negative ‘niggling’ feeling people feel when putting off doing their return.
The innovative approach led to a recordbreaking 94% of the 11 million SA customers doing their tax returns by the deadline,delivering over £30 billion towards public services.