HMRC Communications

HMRC Communications

HM Revenue & Customs |

At HMRC, our communication campaigns help us to achieve our vital purpose – to collect the money that pays for the UK’s public services and help families and individuals with targeted financial support. By doing our work efficiently, we ensure the Treasury has the funds it requires to keep our country running smoothly. Our annual Self Assessment campaign exemplifies how we 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, we completely reinvented this year’s campaign, making it better than ever. Insight led us to refresh our creative; boldly going against industry practice of using 'positive insight', we used our 'Tax Ducks' to personify the negative 'niggle’ people feel when putting off doing their return. We delivered our adverts as part of a multi-channel communications campaign – which included media stories, social media, Youtube films and carefully timed, insight driven and targeted direct customer communications.

Our innovative approach led to a record-breaking 94% of our 11 million SA customers doing their tax returns by the deadline, delivering over £30 billion towards public services. It was also cost-effective, with a 46% reduction in media spend compared to the launch of our Inner Peace campaign, the advertising delivered the equivalent of 69% awareness for every £1 million spend on the ducks, compared to 29% for Inner Peace.