Graphic Design
Tax Amnesty
A multilingual, multichannel campaign designed to make Massachusetts’ Tax Amnesty program feel approachable and encourage taxpayers to take the first step toward resolving their tax debt. The campaign spanned digital, social, out-of-home, and video, with assets developed in six languages.
Year :
2025
Industry :
Finance
Client :
MA Department of Revenue
Project Duration :
10 Weeks
Overview
The Massachusetts Tax Amnesty program gave taxpayers with outstanding tax debt a limited-time opportunity to resolve what they owed with penalty relief. The campaign needed to make a complex government program easier to understand while giving people a clear reason to take the first step.
As Senior Art Director, I art directed and designed the campaign across digital and social advertising, out-of-home, and video, including storyboarding. Working with the creative and account teams, I helped develop a cohesive visual and messaging approach that could work across channels and in six languages.
Challenge
For many taxpayers, unresolved tax debt comes with fear and uncertainty. Concerns about penalties, scrutiny, or making the situation worse can make it easier to avoid the problem altogether.
The challenge was to break through that emotional barrier while clearly communicating that tax amnesty was a legitimate, time-limited opportunity for penalty relief. The campaign also needed to reach a broad and diverse audience, including individual taxpayers, small businesses, and tax professionals, across multiple languages and channels.
Solution
We reframed tax amnesty as an opportunity to take control and move forward, rather than something to be intimidated by. I developed a bright, approachable visual direction and translated the campaign across digital, social, out-of-home, and video, creating a consistent experience across touchpoints.
The campaign assets were developed in six languages, with messaging designed to simplify the program and make the next step feel manageable. Video storytelling helped bring the message to life, while targeted digital and social advertising directed audiences to mass.gov/TaxHelp to learn more and submit an Amnesty Request.
Impact
The campaign delivered strong reach and engagement across channels:
5.4M added-value impressions across the campaign, including nearly 495K in bonus impressions
12M display ad impressions
1.4M Facebook/Instagram reach
2.2M video views with a 90% completion rate
10,714 clicks to the Amnesty Request site from all traffic sources
Most importantly, the campaign generated record-breaking revenue for the Commonwealth, exceeding its collection goal by 43%, while helping thousands of taxpayers take action and move forward with confidence.
More Projects
Graphic Design
Tax Amnesty
A multilingual, multichannel campaign designed to make Massachusetts’ Tax Amnesty program feel approachable and encourage taxpayers to take the first step toward resolving their tax debt. The campaign spanned digital, social, out-of-home, and video, with assets developed in six languages.
Year :
2025
Industry :
Finance
Client :
MA Department of Revenue
Project Duration :
10 Weeks
Overview
The Massachusetts Tax Amnesty program gave taxpayers with outstanding tax debt a limited-time opportunity to resolve what they owed with penalty relief. The campaign needed to make a complex government program easier to understand while giving people a clear reason to take the first step.
As Senior Art Director, I art directed and designed the campaign across digital and social advertising, out-of-home, and video, including storyboarding. Working with the creative and account teams, I helped develop a cohesive visual and messaging approach that could work across channels and in six languages.
Challenge
For many taxpayers, unresolved tax debt comes with fear and uncertainty. Concerns about penalties, scrutiny, or making the situation worse can make it easier to avoid the problem altogether.
The challenge was to break through that emotional barrier while clearly communicating that tax amnesty was a legitimate, time-limited opportunity for penalty relief. The campaign also needed to reach a broad and diverse audience, including individual taxpayers, small businesses, and tax professionals, across multiple languages and channels.
Solution
We reframed tax amnesty as an opportunity to take control and move forward, rather than something to be intimidated by. I developed a bright, approachable visual direction and translated the campaign across digital, social, out-of-home, and video, creating a consistent experience across touchpoints.
The campaign assets were developed in six languages, with messaging designed to simplify the program and make the next step feel manageable. Video storytelling helped bring the message to life, while targeted digital and social advertising directed audiences to mass.gov/TaxHelp to learn more and submit an Amnesty Request.
Impact
The campaign delivered strong reach and engagement across channels:
5.4M added-value impressions across the campaign, including nearly 495K in bonus impressions
12M display ad impressions
1.4M Facebook/Instagram reach
2.2M video views with a 90% completion rate
10,714 clicks to the Amnesty Request site from all traffic sources
Most importantly, the campaign generated record-breaking revenue for the Commonwealth, exceeding its collection goal by 43%, while helping thousands of taxpayers take action and move forward with confidence.
More Projects
Graphic Design
Tax Amnesty
A multilingual, multichannel campaign designed to make Massachusetts’ Tax Amnesty program feel approachable and encourage taxpayers to take the first step toward resolving their tax debt. The campaign spanned digital, social, out-of-home, and video, with assets developed in six languages.
Year :
2025
Industry :
Finance
Client :
MA Department of Revenue
Project Duration :
10 Weeks
Overview
The Massachusetts Tax Amnesty program gave taxpayers with outstanding tax debt a limited-time opportunity to resolve what they owed with penalty relief. The campaign needed to make a complex government program easier to understand while giving people a clear reason to take the first step.
As Senior Art Director, I art directed and designed the campaign across digital and social advertising, out-of-home, and video, including storyboarding. Working with the creative and account teams, I helped develop a cohesive visual and messaging approach that could work across channels and in six languages.
Challenge
For many taxpayers, unresolved tax debt comes with fear and uncertainty. Concerns about penalties, scrutiny, or making the situation worse can make it easier to avoid the problem altogether.
The challenge was to break through that emotional barrier while clearly communicating that tax amnesty was a legitimate, time-limited opportunity for penalty relief. The campaign also needed to reach a broad and diverse audience, including individual taxpayers, small businesses, and tax professionals, across multiple languages and channels.
Solution
We reframed tax amnesty as an opportunity to take control and move forward, rather than something to be intimidated by. I developed a bright, approachable visual direction and translated the campaign across digital, social, out-of-home, and video, creating a consistent experience across touchpoints.
The campaign assets were developed in six languages, with messaging designed to simplify the program and make the next step feel manageable. Video storytelling helped bring the message to life, while targeted digital and social advertising directed audiences to mass.gov/TaxHelp to learn more and submit an Amnesty Request.
Impact
The campaign delivered strong reach and engagement across channels:
5.4M added-value impressions across the campaign, including nearly 495K in bonus impressions
12M display ad impressions
1.4M Facebook/Instagram reach
2.2M video views with a 90% completion rate
10,714 clicks to the Amnesty Request site from all traffic sources
Most importantly, the campaign generated record-breaking revenue for the Commonwealth, exceeding its collection goal by 43%, while helping thousands of taxpayers take action and move forward with confidence.