ATO: Super Scheme Smart

Australian Taxation Office

Super Scheme Smart

We made tax and super interesting

Challenge: EDUCATE AUSSIE SENIORS ON THE PERILS OF TAX AVOIDANCE SCHEMES

All too often, people approaching retirement risk losing their nest eggs after falling victim to dodgy tax avoidance schemes. The Australian Tax Office (ATO) challenged us to create an engaging education campaign that would attract the attention of pre-retirees and their advisers and help them make better retirement planning choices.

Solution: USE COMPELLING CONTENT TO ENGAGE AND INFORM AT-RISK AUSSIES

Communication around tax avoidance schemes can be complex and technical – so it’s tricky to engage hearts and minds. We worked with the ATO to create ‘Super Scheme Smart’, a content-led campaign that targeted Aussies approaching retirement, as well as the financial planning industry.  We used a range of channels to communicate the risks around tax avoidance schemes and highlight the ATO’s ongoing efforts to prevent retirees from losing their retirement savings, developing videos, information packs, social and digital content, case studies and more.

Impact: TAX AVOIDANCE SCHEMES TOPPED THE NATIONAL NEWS AGENDA

During the campaign phase we clocked up:

  • More than 4,741 web visitors to the Super Scheme Smart campaign page
  • Over 169 items of positive media coverage in just two weeks, generating 16.5 million opportunities to see and 98.94% share of voice for the ATO
  • Support from the broader industry - the Financial Planning Association shared our content with their 10,000 members and the SMSF Association publicly supported the campaign

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