Taxation Responsibility (Bureau of Internal Revenue Philippines): Use of shame and concern for the underdog to combat tax cheats
Pam Pacete-Garcia and Sam Zetha
Campaign details
Brand owner: Milennium Challenge Account – PhilippinesLeading agency: J. Walter Thompson PhilippinesBudget: 1 – 3 millionCountry: PhilippinesIndustry: Government, social policyMedia: Earned media, buzz; Internet - display; Internet - microsites; Newspapers; Online video; Outdoor, out-of-home; Social media; Television; Word of mouth, advocacy;
Market background and cultural context
Tax evasion is a big problem in the Philippines. Half of registered taxpayers underpay what they owe;...