Self assessment tax returns campaign

Campaign launched by HM Revenue and Customs to encourage a diverse group of individuals to file self assessment tax returns.

HM Revenue and Customs introduced self assessment tax returns in 1997. Their challenge was to encourage over 10 million people across the UK to file their returns.

A wide variety of different media were used to achieve this, including television (for awareness-raising), radio commercials (for needy audiences and to allay specific concerns) and radio programming (for greater depth), national press (to drive home the September/January deadlines), and outdoor media, such as posters.

More about self assessment: Self assessment tax returns campaign

Link to HM Revenue & Customs

January 2009