The Insign team at the Effie Awards ceremony on Monday, December 4, 2023. 

Insign wins the Gold Effie for its "Taxes Adapt to Your Life" campaign for the Ministry of Economy, Finance, and Industrial and Digital Sovereignty.

Monday, December 4, 2023, at the Théâtre du Rond-Point, the Effie Awards ceremony took place, recognizing effective communication. Insign received the Gold trophy for its campaign "Taxes Adapt to Your Life" for the Ministry of Economy, Finance, and Industrial and Digital Sovereignty.

A major challenge: prompting behavioral change among taxpayers. 

Outside the usual communication highlights of the Directorate General of Public Finances, French citizens haven't yet developed the habit of reporting their changes in circumstances to the tax authorities. This was precisely the goal of this campaign: to change taxpayers' behaviors by encouraging them to report any changes in their situation as they occur, rather than waiting for the annual declaration period.

↳ An insight emerges: a habit can't be mandated 

Knowing that a habit can't be formed solely through message repetition, Insign "interrupted" those habits that the French already have when sharing a big announcement: telling all their close contacts. Now, they should also include the tax authorities on the list of those to inform.

12%+ declarations of change in circumstances 

With a positive tone, deliberately non-judgmental, cleverly reminding of the real benefits of sharing this information with the tax authorities, the campaign led to a 12% increase in declarations of changes in circumstances across the four addressed topics (birth, marriage/PACS, retirement, promotion) compared to the previous year. Additionally, during specific media highlights, we saw spikes of over 40% (1), clearly demonstrating the campaign's impact on behavior. 

Entrusted to the production studio Sixteen-Eighteen Images, the campaign, creatively led by Franck Luminier, was directed by Rémy Fournigault. Music by Poumtchak.

↳ A campaign built around the rhythm of French life

The campaign unfolded from June 2022 to March 2023, through four commercial spots broadcast on TV, radio, online, and social media, as well as displays, all centered around the major life moments that necessitate declaring a change in circumstances, with communications timed when they're most likely to occur (June: marriage / September: birth & PACS / December: retirement / March: salary promotion).  

"We intentionally designed this campaign, joyful and creative, from a service-oriented perspective to help users better understand their tax processes and foster automatic behaviors"

Frédéric Genre, Associate Director of Insign

 From Bercy's perspective:

"In a challenging or uncertain economic context (health crisis, inflation...), being able to adjust your withholding rate and tax amount each month according to your real-time situation is a significant advantage for household budget management. It was crucial to (re)communicate this, so taxpayers fully embrace this new possibility offered by the reform of withholding tax. This is the goal of this campaign."