PUBLIC SECTOR CAMPAIGN: Students unaware of tax exemptions

Tax is often confusing for students, with many wrongly believing themselves to be exempt.

Campaign: Student Tax Advice
Client: HM Revenue & Customs
PR team: Fishburn Hedges
Timescale: January - March 2008
Budget: £150,000

HMRC appointed Fishburn Hedges to create a three-month information campaign to educate students on the importance of managing their tax affairs.

Objectives
To provide information tailored to students' specific queries. To create an online resource.

Strategy and plan
Audience research showed students no longer file hard copies of information, instead searching online. So FH created a website - www.studenttaxadvice.org.uk.

The team developed a tax refund calculator on Facebook, in conjunction with Techlightenment, and YouTube videos explaining tax issues.

It also created a Student Tax Aware Week (3-10 March 2008).

Measurement and evaluation
The YouTube clips were viewed more than 1,000 times. Based on the volume of literature distributed and opportunities to see it on campus, FH estimates almost 750,000 UK students saw the campaign.

Results
During the first month, more than 8,000 people installed the Facebook application, putting it in the top ten per cent of applications worldwide. A similar number of people visited the website. The team is now working on an extended summer brief.

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