to date for the campaign petition
to support the campaign
to the campaign website & resources
First of all, we needed to speak to people facing the rawest deal from the Council Tax system. We created easy to absorb content that sought to educate on the unfairness of Council Tax and increase public understanding enough to mobilise them.
We created the Fairer Share brand and website, building a bespoke petition, email to MP template and Council Tax calculator on the landing page, in addition to data pages, an updated news section an information hub for the proposed new tax.
To boost initial awareness of the issue, we took a light hearted approach that wouldn’t put people off with heavy policy talk. So we surprised the public with a gameshow about how mansions in the South pay less than small properties in the North and Midlands. This even included Buckingham Palace!
We then retargeted those who had watched this video with educational content that would resonate with them.
When we had our 100,000 petition signatures, we turned this into pressure on the Government. Taking political polarity out of the issue, by gaining support from MPs across the political spectrum, protected the campaign against accusations of a “mansion tax” or similar challenges.
To engage MPs with a wide cross-section of interests and priorities, we ensured we had a secure academic background to every aspect of the issue we were focusing on.