Please be informed that the IPA offices will be closed Friday 4th August.
We will respond to you as soon as we return on Monday 7th August.

COI - HM Revenue & Customs - Self Assessment: Change without chaos

IPA Effectiveness Awards Case Study 2010

For many years, HMRC had run a successful campaign, encouraging people to do their Self Assessment tax returns on time and online. Then the deadlines changed, for administrative reasons, meaning the public had to be re-educated. To avoid a chaotic transition, a new campaign was built on the strengths of the previous one, sharing the same supportive strategy, presenter format and ‘Tax doesn’t have to be taxing’ line. A new presenter, Moira Stuart, was deployed to ensure the new information was presented in a clear and reassuring manner. With 93% of paper filers meeting the October deadline, and a record 69% of tax returns received online, HMRC gained the desired efficiencies, and generated a ROMI of c.£2:1. More surprisingly, taxpayers, accountants and the media hailed the changes in positive terms.

2010 Awards

Prizes

SilverSilver Award
Best Short-Term Effect

Contact the IPA

ABCe audit Offical Webby Awards Honoree (2011, 2013)

Website, membership and content management software by Senior
Creative design by Igentics

The IPA
Institute of Practitioners in Advertising (IPA)
© 2018 IPA. All rights reserved. No part of this
site may be reproduced without our permission.