Overview
The IRS is striving to meet a Congressional mandate of having 80% of taxpayers file electronically by 2012. More than 96 million taxpayers qualify to prepare and e-file their taxes for free each year.

Insight
Help taxpayers overcome their fears and see the overwhelming benefits of using e-file versus paper forms.

Approach
Connect with taxpayers through a multifaceted PR campaign to deliver compelling messages about e-file and Free File. Satellite and radio media tours conducted in English and Spanish generated immediate, highly credible coverage. Customized 30-second clips were distributed for targeted broadcast and online placement. Print-ready articles and graphics were packaged for pick-up by community newspapers.

Results
Two satellite and radio media tours generated more than 60,198,650 impressions and more than 900 articles about e-file and Free File reached 56 million people. In 2008, the IRS saw tremendous growth, 12%, in the number of taxpayers using e-file to submit their returns.