HMRC
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Zen and the art of flogging stuff
In the frenzy of creating concepts to an agency deadline, invariably someone will propose a ‘Zen’ execution. Usually this can be attributed to a free-floating miasma of stress, or too much coffee. It is a knee-jerk idea that you see all too often. This Zen territory (as I call it) has little to do with the school…
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5 ways this HMRC marketing tactic is not okay
1. This is not okay because despite it being a threat to tax dodgers, its imagery unambiguously accuses you. It’s aim as a piece of marketing is to deliberately make you feel paranoid. 2. This is not okay because it is intrusive. This tactic has been chosen to threaten you as you are about to embark on the…
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The HMRC campaign provokes more thoughtcrimes
So here is another HMRC campaign against tax evasion. First credit where credit’s due. This is less toxic than the previous campaign that infuriated me so much. The copy tone is less accusatory. They are closing the net on ‘tax dodgers’ rather than what was previously implied that they are closing the net on you personally. And of…
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HMRC undeclared income campaign
I encountered the new HMRC campaign for the first time this morning at a cashpoint. As I was waiting for my hard-earned cash to be vended, a pair of piercing blue eyes stared up at me from the screen, with the line ‘We’re closing in on undeclared income’. It was the most unpleasantly Orwellian moment…
Peter Kenny: a writer's notebook 