Case study: HMRC push achieves record rate of 94% of tax returns filed on time

HM Revenue & Customs adopted a humorous, duck-themed approach to its Self-Assessment comms, resulting in one of its most successful years ever to get the self-employed filing their tax returns and paying up on time.

by Ben Bold
HMRC: Ducks were used to invoke humour and persuade people to file their tax returns on time
HMRC: Ducks were used to invoke humour and persuade people to file their tax returns on time

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