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HMRC Ethnic Campaign

Case Studies

HMRC Ethnic Campaign

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BACKGROUND:
The objectives of tax credits are to support families with children, tackle child poverty, by helping low income families and to give incentives to move up earnings ladder by making sure that work pays more than welfare

STRATEGY:
Position tax credits as the support that is available to anyone who is eligible. As this campaign targets a wide audience, we made careful selection of communication channels to ensure that the relevant target audiences are reached.

TARGET AUDIENCE:
Males and females, 18-40 years of age, low income
MEDIA:
Buying negotiated as a package together with DCSF, resulting in cost-saving.
• 30s radio ads on local stations in London and Bradford
• Regional press in London and Bradford

OUTREACH:
Field marketing – outreach teams communicated directly with target audiences and distributed marketing materials with keepsake value. Additional bespoke activities conducted

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