SPLEISELAGET - HOW TO GET STUDENTS TO LOVE PAYING TAXES
| Title | SPLEISELAGET - HOW TO GET STUDENTS TO LOVE PAYING TAXES |
| Brand | THE NORWEGIAN TAX ADMINISTRATION |
| Product/Service | SPLEISELAGET |
| Category |
F02. Response/Real-Time Activity (incl. Crowdsourcing) |
|
Entrant Company
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HYPER Oslo, NORWAY
|
|
Advertising Agency
|
HYPER Oslo, NORWAY
|
Credits
| Knut Sverre |
Hyper |
Advisor |
| Rolf Risnes |
Hyper |
Advisor |
| Ingeborg Justnes |
Hyper |
Project Manager |
| Ola Nielsen |
Hyper |
Copywriter |
| Kristian Haukland |
Hyper |
Art Director |
| Mads Frantzen |
Hyper |
Designer |
| Ronald Kabicek |
Hyper |
Motion Graphics |
| Marcus Kjeldsen |
Hyper |
Motion Graphics |
| Johannes Gorset |
Hyper |
Developer |
| Espen Almdahl |
Hyper |
Android Developer |
| Mathias Benjaminsen |
Hyper |
Developer |
Creative Execution
Supervisors from The Norwegian Tax Administration carry out the presentation. They meet nearly 40 000 students every year. We made the presentation browser-based and responsive, hence available at any time; any place as long as you have WiFi. The students use their own phones/computers to access and participate.
The presentation includes a set of questions asked before and after the presentation. By comparing results from over 70000 students we can measure an actual change of attitude.
90 % of the students agreed that Tax Avoidance threatens the welfare state after the presentation compared to 80% before.
79 % of the students agreed that paying someone under the table is unacceptable after the presentation compared to 69 % before.
71 % of the students agreed that earning a bit under the table is unacceptable compared to 59% before the presentation.
Most of Norways teenagers are born into a society built on welfare. The fact that someone has to pay the bill for services they perceive as free haven’t occurred to them. By collecting their opinions before and during the presentation, we calculate how Norway would’ve looked if the rest of the country shared their opinion. Essentially, by removing things they take for granted. The interactive presentation lets us paint a different picture of the country they’re growing up in. Their own picture.