4.2.7. Institutional campaigns

During 2015, the Tax Agency conducted an informative campaign and a fraud-awareness campaign:

• Just as in the previous year, the informative campaign was conceived with the aim of informing people about the prior appointment system; the slogan chosen was “With the prior appointment, you come first”; and the chosen medium was radio.
• With regard to the anti-fraud awareness campaign, this year a new campaign was created and also the creative piece of the previous year was issued:
  • The new campaign is based on the creative idea of "the chain of favors", with the slogan " We contribute to receive ". It is intended to raise awareness among citizens to encourage the correct fulfilment of their tax obligations, promoting civil responsibility; emphasising the relationship that exists between the income received through taxes and public spending. The “chain favours” concept begins with the phrase “If it were not for Juan, Ana would not be able to take to her daughter to school…” strengthening, in every link, the idea that the actions of each and every one of us affect others, and vice-versa. It was broadcast on the main TV and radio networks and on the internet, as well as in the main written and digital media. It was broadcast during the period between 27 May and 30 June 2015.
  • In the previous year's campaign the slogan chosen was “ What you defraud, we all pay” ; the media chosen were television, radio and Internet; and the period of the campaign extended from 6 July to 15 July 2015. Fraud was portrayed as an anti-social and selfish behaviour that has negative repercussions on everyone else: the lack of solidarity of one person who defrauds, deceives and harms the rest.