A New Tax System

GJC in conjunction with Cultural Partners Australia (CPA) developed and implemented the Indigenous business education and communication program for the Australian Tax Office (ATO) in relation to the new tax system which was introduced in July 2000.

Reason for Engagement
GJC put forward a proposal in conjunction with CPA, and won the tender, based on our understanding of the brief, our creative approach and the quality of our team. Our main strengths were:

• our experience in communicating Government information to Aboriginal and Torres Strait Islander people;

• a unique specialisation in contemporary Aboriginal and Torres Strait Islander communications;

• a national network of Aboriginal and Torres Strait Islander contacts;

• a national focus with established offices in Sydney and Melbourne and with alliances in all States and Territories;

• access to stakeholder groups for the Indigenous business community, and the wider Aboriginal and Torres Strait Islander community;

• efficient and effective processes for communication planning and management;

• vast experience in media relations and issues management techniques; and

• a commitment to Aboriginal self-determination and reconciliation.

Client’s Problem
The new tax system introduced on July 1, 2000, was radically different to the system businesses had been operating under to date. This presented issues relating to acceptance of the system as well as integrating it into everyday business practice and compliance. It was predicted that the introduction of this system would create confusion and uncertainty among business owners. The Aboriginal and Torres Strait Islander community was seen as a different target audience to the mainstream, requiring targeted information and education programs. A baseline consideration was the provision of clear, accurate and factual information which raised awareness and called business to action for timely and effective compliance.

GJC’s approach
Our campaign echoed the mainstream campaign and was strategically positioned alongside it in message and graphic appeal. We used clear, “tell it like it is” language styles using Aboriginal and Torres Strait Islander images as part of the graphics.

The campaign did not attempt to “sell” the tax reform, but rather offered clear, accurate and up-to-date information on how the new tax system would effect the consumer, Aboriginal community organisation, Aboriginal enterprise or business, all while using examples relevant to Aboriginal Australia.

GJC conducted research which was used to develop the key campaign messages and modify mainstream messages to suit our audience.

GJC developed an extensive database of Aboriginal and Torres Strait Islander businesses and intermediaries which was a valuable tool used in the dissemination of information. GJC also developed strong linkages with intermediaries who assisted in the dissemination of information.

GJC developed a large range of materials including an information kit containing fact sheets, a consumer booklet, a business booklet and a copy of the media supplement. The supplement was distributed through Aboriginal and Torres Strait Islander newspapers and magazines, uploaded onto the web-site and promoted with radio advertising.

GJC developed, produced and placed press and radio advertising. This was placed in Aboriginal and Torres Strait Islander newspapers and magazines and on Aboriginal and Torres Strait Islander radio stations and programs. We also developed a strong media program in press, radio and television.

All our materials were tested before the final products were produced and distributed, and altered accordingly.

We worked with ATO Industry teams, who were providing seminars around Australia, to ensure that information which was vital and relevant to Aboriginal and Torres Strait Islander community enterprises and businesses was available.

GJC managed the roll-out of all campaign elements, including research, drafting materials, design, print management, distribution, stakeholder liaison, forum planning, media planning and management and evaluation.

There were three phases to the campaign, which ran from 1999 to 2001.

Project Outcome
The campaign was very successful in achieving its aims and objectives. It was a major campaign, with a great deal of elements, and was managed well. The information and education tools produced for the campaign were targeted and effective, and our distribution mechanisms ensured that the messages were delivered to the target audience.

Materials Delivered
This campaign was made up of paid media and below-the-line activity.

From a media perspective, GJC provided many press ads for the benefit of Aboriginal and Torres Strait Islander people who ran small businesses, and people in charge of finances in Aboriginal and Torres Strait Islander organisations such as radio stations, child care centres, land councils and art coops

Radio advertising was also produced and booked, alerting the Indigenous community to what was needed to be done to get ready for the introduction of the GST, and education on how to collect for and account for it.

Below the line, GJC produced two editions of an Aboriginal and Torres Strait Islander specific newsletter called Tax Talk as well as detailed brochures for every sector of business.