Tax Amnesty Campaign
$142M Collections.
12,958 Clean Slates.
A results-driven approach to tax amnesty—and a record-breaking campaign.
12.9K
taxpayers participated in the
60-day Amnesty Program
$142M
collected during the Amnesty program
And…
$30M
in waived penalties
The Charge
When the Commonwealth of Massachusetts’ Department of Revenue launched a 60-day tax amnesty program, it created a rare opportunity to recover overdue revenue while giving taxpayers a clean slate. Our charge was clear: reach as many eligible taxpayers as possible, overcome fear and inertia, and motivate them to act—all within a tight window.
The Challenge
Tax debt can feel intimidating, and many avoid addressing it out of fear of penalties or complex processes. The Department of Revenue needed a campaign that would cut through that anxiety, convey a sense of urgency, and position the agency as a trusted, helpful resource.
The Campaign
No penalties. One opportunity.
VIDEOS | DIGITAL CAMPAIGN | TRANSCREATION | SOCIAL CAMPAIGN | OUT OF HOME
MORE developed an insight-driven strategy and approachable creative concept to meet the moment. At the heart of the campaign was a simple, powerful message: No penalties. One opportunity.
This headline conveyed urgency while reassuring taxpayers they could resolve their debts without fear of additional penalties. Delivered across multiple channels and transcreated across seven languages, the campaign met taxpayers where they were and made it easy to take the next step.
The Impact
35.M
Total Impressions
63.3K
Total clicks to
landing page
10.7K
Total clicks to
Amnesty Request link
6.5M
Completed
Video Views
By reframing the amnesty program as an approachable, limited-time opportunity, the campaign brought in record-breaking revenue for the Commonwealth—exceeding the collection goal by 43%—and helped thousands of taxpayers move forward with confidence.
