Groundwork Action, in collaboration with Blue State, is revolutionizing tax filing with the Better IRS campaign. The initiative aims to promote Direct File, a new, free IRS filing service available to millions of Americans in 12 pilot states.
In partnership with creative agency Blue State, Groundwork Action has launched its first ad campaign for Direct File, highlighting the significant benefits it offers to taxpayers. With Direct File, individuals can file their taxes online and for free, directly with the IRS, saving an average of $150 and nine hours of time.
The campaign slogan, “Doesn’t free sound better?”, emphasizes the financial savings provided by Direct File, showcasing how taxpayers can use the extra money for various purposes, from funding childcare to enjoying leisure activities like purchasing concert tickets. The creative approach adopts a bright and engaging tone, departing from the traditional seriousness associated with tax time.
Central to the campaign is a video featuring everyday Americans sharing what they would do with the money saved through Direct File. This person-on-the-street approach adds authenticity to the messaging, resonating with viewers on a relatable level.
The ads will be prominently featured across various platforms, including CTV streaming, online display, Facebook, and Instagram, targeting audiences in the 12 states participating in the Direct File pilot program.
The Better IRS campaign marks a significant step forward in simplifying tax filing processes and promoting financial accessibility for all Americans. Groundwork Action and Blue State’s collaborative efforts aim to raise awareness about Direct File and empower taxpayers to take advantage of this valuable service.
Through engaging messaging and strategic distribution, the campaign seeks to drive widespread adoption of Direct File, ultimately benefiting millions of individuals and families across the United States.
Groundwork Action’s commitment to public interest, combined with Blue State’s expertise in creative communication, ensures that the Better IRS campaign effectively communicates the advantages of Direct File while inspiring action and positive change within the community.
