A Media Campaign against the Inheritance Tax

Enigma revisited the issue of taxation by eliciting emotions from the French-speaking Swiss public.

Ambition

To coral the largest number of voters in the French-speaking part of Switzerland, using emotions as a communication tool to discuss taxation.

Action

In order to reach the largest number of people, we created a media campaign using multiple means: a film, various billboards, posters in public transportation, and advertisement in print media.

The film had a humorous tone, representing the State as a magician that could make coins disappear or shrink. The various posters focused on the emotion elicited by the issues of legacy and inheritance.

Impact

Given the results of the national vote on 14 June 2015, our media campaign against the inheritance tax was successful: 71 percent of the people rejected it.