Does a serious message always need a serious delivery?
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ActionAid are one of the key players in the fight to end global poverty. They don't just tackle the effects of poverty, but also work to change what keeps people poor. Which includes challenging multinationals like SABMiller to stop dodging taxes in the countries in which they operate. ActionAid asked Neo to help bring the practices of the beer giant to the attention of the UK public.
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We worked with ActionAid’s campaign team to develop Schtop Tax Dodging – an integrated campaign that lampooned SABMiller-owned Grolsch’s famous Schtop! commercials. The campaign, which was timed to coincide with the launch of ActionAid’s Calling Time report into the tax avoidance practices of multinationals, covered press, outdoor media, PR stunts and 30,000 beer mats.
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Schtop Tax Dodging enjoyed great coverage in the national and international media. So much so that SABMiller’s share prices actually fell immediately after launch. It also galvanised thousands of people to take action and email SABMiller asking it to stop dodging its taxes.
ActionAid