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Tax Amnesty Campaign
THE CLIENT
Massachusetts Department of Revenue (DOR)
THE CHARGE
Bring awareness to a limited-time tax amnesty program for taxpayers and small businesses who have outstanding tax bills or liabilities.
THE CHANGE
Encourage eligible taxpayers and small businesses with outstanding tax liabilities to complete a tax amnesty request for an opportunity to resolve their debts by waiving penalties.
- Campaign Components:
- Videos
- Digital Campaign
- Transcreation
- Social Campaign
- Out of Home
A total of 12,958 taxpayers participated in the 60-day Amnesty program, which resulted in $142,832,153 in amnesty collections and $30,422,936 in waived penalties.
32.5M Total Impressions
63.2K Total clicks to landing page
10.7K Total clicks to Amnesty Request link
6.5M Completed video views
Powered by People
Given the infrequent availability of this program, DOR’s objective was to inform taxpayers about this viable path to financial relief and position the department as a helpful resource.
Powered by Mission
The campaign ran from November 1 to December 30, 2024, leveraging a robust mix of digital and out-of-home media placements, including Facebook, Instagram, YouTube, website display ads, online video, MassDOT billboards, and multicultural radio. To ensure accessibility and expand reach, campaign assets were produced in multiple languages, including English, Spanish, Portuguese, Haitian Creole, Simplified Chinese, and Vietnamese.
Powered by MORE
Our team developed a campaign with a creative concept that was both approachable and empowering, recognizing that taxes can feel overwhelming and stressful. The campaign headline focused on putting taxpayers in control of their financial future: “No penalties. One opportunity.”
