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.