Groundwork Action

Better IRS

Agency: Blue State


Blue State helps Groundwork Action launch a campaign for Direct File, which enables millions of Americans to save money on filing taxes

Groundwork Action and the Better IRS campaign have partnered with creative agency Blue State to launch their first ad campaign for Direct File — the new, free IRS filing service open to millions of Americans in 12 pilot states.

For the first time, US taxpayers can file online and for free, directly with the IRS, saving them an average of $150 and nine hours of time.

The campaign, touting “Doesn’t free sound better?”, shows how you can benefit from the $150 savings — from funding child care to purchasing concert tickets. The creative underlines the ease of Direct File with a bright and fun look and tone that’s not typically associated with tax time.

A central video takes a casual person-on-the-street approach, asking everyday Americans what they’d buy with the money they saved by using Direct File.

Ads will run across CTV streaming, online display, Facebook and Instagram across the 12 states where the Direct File pilot program will run.

This professional campaign titled 'Better IRS' was published in United States in April, 2024. It was created for the brand: Groundwork Action, by ad agency: Blue State. This Integrated medium campaign is related to the Public Interest industry and contains 3 media assets. It was submitted about 1 month ago.


Sign up for our newsletter

Don't miss out. Receive our free weekly newsletter to learn about the best creative work from all around the globe. We're keeping your email safe and confidential.