Art & Entertainment: Creatives animated by tax break issue

Campaign: Tax breaks for the UK's animation industry
Client: Animation UK
PR team: Parys Communications
Timescale: June 2011-March 2012
Budget: £20,000

Objectives

To secure tax breaks in the 2012 Budget.

Strategy and plan

Parys used media relations alongside the public affairs campaign to raise awareness of the challenges facing the animation industry and speed up the lobbying process. A report was commissioned into the state of the sector, which was issued to the media, various government ministers and Treasury officials.

Media activity was supported by a grassroots campaign targeting MPs at their constituency surgeries.

Measurement and evaluation

The report received widespread coverage. BBC Breakfast asked Animation UK to create a bespoke three-minute animation to illustrate the industry's problem.

Results

The Chancellor stated in the March 2012 Budget that the animation industry would be included in tax breaks offered to the gaming sector and high-end productions.