Media
2min
For the past 4 years, the Public Finance Directorate General (DGFiP) has been actively transforming through various major reforms and projects to better support users in their tax processes and obligations: tax withholding at source, automatic income declaration, as well as innovative new online services like "Manage My Real Estate" or online donation declarations. These new measures have significantly contributed to making "taxes adapt to your life."
Because life changes and is full of happy events, and sometimes less happy ones, both planned and unexpected... thanks to withholding at source, you can adjust your taxes to align closely with your changes in situation.
In fact, while withholding at source mechanically varies with income, the rate itself remains unchanged until the next year's declaration. This is why you can request a recalculation to match a new situation: an additional half-share for the birth of a child, a joint declaration for marriages or civil unions, or adjusting your rate in cases of promotion, retirement, loss of a client (for the self-employed), or unemployment…
The goal? To avoid advance cash payments and minimize the potential balance that will be refunded to taxpayers (or payable in cases of increased income, divorce, departure of a dependent child, etc.) the following year.
For example, a little less than 245,000 births were declared in real-time through the "manage my withholding at source" service in 2021 even though there were 738,000 births. The same observation was made for marriages, civil unions, divorces, etc.
Public Finance has accordingly chosen to propose an advertising campaign, both real-time and "continuous", rolled out throughout the year to encourage every taxpayer to habitually report their change of situation promptly and thus obtain the most accurate monthly withholding rate.
Adapting to the rhythm of taxpayers' lives, the campaign launched today will run from June 2022 to February 2023 across 4 commercials broadcasted on TV, radio, and online on social media. The campaign will also include a poster campaign. Centered around major life events that require a change of situation declaration (June: marriage / September: birth & civil union / November: retirement / February: salary promotion), the "Taxes 2022" campaign is designed as a service-oriented tool to remind everyone of the benefits of such declarations.
With a positive and deliberately non-directive tone, this local campaign is illustrated by scenes of life representing daily events and the diversity of behaviors during major announcements. The creative idea developed by the Insign agency is to highlight announcements made to those around you (family, friends, colleagues, etc.) while cleverly reminding of the real benefits of sharing this information with the tax authorities.
"We intentionally designed this campaign to be joyful and creative from a service perspective, to help users clearly understand their tax processes and cultivate habits," says Frédéric Genre, Associate Director at Insign.
From Bercy's perspective:
"In a challenging or uncertain economic environment (health crisis, inflation...), being able to adjust your withholding rate and tax amount monthly to closely reflect your current situation is a real advantage for managing household budgets. It was important to highlight this again so that taxpayers fully embrace this new option now available due to withholding at source reform. This is the campaign's goal. "
Entrusted to the production studio Seize-Dix-Huit Images, the campaign, creatively led by Franck Luminier, was directed by Rémy Fournigault. The music is composed by Poumtchak.
