Ask Yourself Why” is a campaign that emerged as part of the Stop Tax Fraud Days of Action, an initiative led by the United Brotherhood of Carpenters and Joiners of America (UBCJA). This campaign was crafted to address the critical issue of tax fraud in the construction industry—a problem that deprives workers of their rights, undermines fair business practices, and drains resources from communities.
Creative Direction
The campaign was designed to provoke thought and spark dialogue, encouraging individuals and organizations within the construction industry to reflect on the broader impact of tax fraud. The Canadian team took the existing framework of the UBCJA’s North American initiative and rebranded it for 2024 with a fresh, modern approach. This rebranding included vibrant and engaging visuals, updated logos, and a refined language that aimed to connect more deeply with the audience. The design elements were intentionally bold and dynamic, making the campaign visually striking and memorable.
Engagement and Execution
The campaign was rolled out across multiple platforms, creating a comprehensive and immersive experience. Social media channels were abuzz with content that was not only informative but also visually compelling, designed to capture attention and drive home the message. Hand cards were distributed on job sites, making the campaign’s message accessible to those directly impacted by tax fraud. The strategic PR efforts included articles and features that amplified the campaign’s reach, while face-to-face meetings with stakeholders such as banks, government ministers, contractors, and ambassadors ensured that the message was heard at the highest levels. These efforts were all aimed at fostering a deeper understanding of the issue and galvanizing support for regulatory changes that would combat tax fraud more effectively.
Achievements and Legacy
The “Ask Yourself Why” campaign was not just about raising awareness; it was about driving real change. The campaign successfully engaged a diverse range of stakeholders, leading to productive discussions and tangible actions that addressed the issue of tax fraud. By making the issue relatable and actionable, the campaign helped to shift the conversation towards solutions that protect workers and create a fairer industry for all.
Credits
Canadian Director of Research and Special Programs: Steven Weisman
Canadian Director of Research and Special Programs: Steven Weisman
Director of Marketing and Branding: Mariane Gondim
Design Leads: Merrit Rawsthorne, Sebastian Hurtado, Jose Delos Santos
Marketing & Content Specialist: Travis Tambone
Marketing and Social Media Administrator: Daniel Ciufo
Social Media and Brand Supervisor: Grace Pinkerston
Social Media Manager: Raquel Camargo
Director of Government Relations and Communications: Finn Johnson
Advisor of Government Relations: Yuri Wuensch
Canadian Director of Research and Special Programs: Steven Weisman
