Taxation Responsibility: Use of shame and concern for the underdog to combat tax cheats

This case study describes how the Philippines' Bureau of Internal Revenue launched a successful campaign to change people's attitudes away from avoiding paying tax.

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;...

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