Planning for government campaigns revolves around putting memorable information into the minds of the community. Governmental information has a traditional atmosphere of being hard to decipher and difficult to remember. The object is to bring the knowledge to people in an easy to understand method.
New York State’s Tax Amnesty awareness campaign revolved around an action the public had to take and a deadline by which they needed to respond. The identity and look of the pieces were hard and memorable: “Get Caught Up Before You Get Caught!” A campaign was developed that reached the public in bus and subway terminals, newspapers and television directed them to a website where they could take action.
It is always important to keep in mind that people want to know – not only what the situation in government is – but what they can do about it.