Canada Revenue Agency
Challenge
For many Canadians, tax season is seen as an annual hassle, further complicated by financial stress and a lack of awareness about available benefits. Certain vulnerable groups—those with mental or physical health issues, low financial literacy, or those living in remote areas—face additional barriers to filing taxes. With tax preparers and software companies flooding the market with ads during this period, the CRA needed to cut through the noise with a message that would not only stand out but also speak directly to those who could benefit most. The challenge was to create a campaign that was compelling, relatable, and motivational in a cluttered media landscape.
Solution
At a time when many Canadians are feeling the financial squeeze from high housing costs, inflation, and economic uncertainty, the campaign aimed to show that filing taxes is more than just an obligation—it’s an opportunity for financial support. Our Toronto advertising agency took on the challenge of crafting a message that resonated with everyday Canadians and inspired them to take action, while positioning the CRA as a reliable ally.
We embraced an authentic, human approach to tell the real stories of Canadians benefiting from tax credits. Using unscripted testimonials from non-actors, we highlighted the tangible impact of tax returns: swimming lessons funded by the Canada Child Benefit, new sneakers bought with money from the GST/HST Credit, or financial relief for those with disabilities through the Disability Tax Credit. Candid photography and video showcased these everyday moments in bright, relatable settings, putting real people at the heart of the creative. The campaign ran across TV, digital, print, radio, and social media, ensuring wide reach.
The messaging was clear and supportive, emphasizing the practical benefits of filing taxes—such as continued eligibility for credits and access to free tax clinics. Voiceovers and captions reinforced the CRA’s authority and trustworthiness, reminding Canadians that doing their taxes wasn’t just important—it was a way to unlock financial support.
Results
The Every Dollar Counts campaign was a resounding success. In its first phase, it reached over 662,000 unique web visitors across multiple platforms, exceeding our target by 19% and representing a 25% increase from the previous year. Social media engagement skyrocketed, with a video completion rate (VCR) of 20.26%—more than triple the Government of Canada’s benchmark. We also expanded our reach by developing customized ads for Snapchat, effectively connecting with younger audiences in an engaging, platform-native way.
The campaign’s impact didn’t go unnoticed. It won three Telly Awards, including Gold for Diversity, Equity, and Inclusion, solidifying the CRA’s standing as not just a tax collector, but a vital support system for Canadians during challenging times.
