HM Revenue & Customs - Case Study


Digital | Advertising | Media | PR | Strategy| Creative


HM Revenue & Customs (HMRC)

Launched at a time when the UK received over 500,00 visitors from Eastern Europe, the dedicated Pay and Work Rights (Language) Helpline provided confidential information and helped ‘eligible’ workers vulnerable to exploitation.

We were tasked with working alongside BIS’ mainstream agency and tailor making the campaign to address the specific needs of migrant workers. The campaign included targeting Polish, Lithuanian and Slovak nationals and also included the hard to reach Roma communities.

The helpline was positioned as a ‘Confidential Friend’ and was used to breakdown barriers that included fear of losing one’s job and a culture of ‘No complaining’.

The campaign achieved and went above its KPIs and provided positive community goodwill across all audiences.