Tax Freedom Day Cristina Berechet : Head of Research Ana Lorenzo : Head of Marketing and Public Relations

ABOUT US 1. INSTITUCION FUTURO – A LIBERAL THINK TANK AWARDS – ATLAS FOUNDATION 3. MEMBER OF TAE

AWARDS – ATLAS FOUNDATION

3. MEMBER OF TAE

I . WHAT IS TAX FREEDOM DAY II. HOW TO RAISE PUBLIC AWARENESS III. MARKETING AND COMMUNICATION AROUND TAX FREEDOM DAY IV. RESULTS INDEX

I . WHAT IS TAX FREEDOM DAY

II. HOW TO RAISE PUBLIC AWARENESS

III. MARKETING AND COMMUNICATION

AROUND TAX FREEDOM DAY

IV. RESULTS

WHAT IS IT? TFD around the world Tax Foundation Adam Smith Institute Fraser Institute Institute for Market Economics Liberal Institute GOAL I. What is TFD

WHAT IS IT?

TFD around the world

Tax Foundation

Adam Smith Institute

Fraser Institute

Institute for Market Economics

Liberal Institute

GOAL

I . WHAT IS TAX FREEDOM DAY II. HOW TO RAISE PUBLIC AWARENESS III. MARKETING AND COMMUNICATION AROUND TAX FREEDOM DAY IV. RESULTS INDEX

I . WHAT IS TAX FREEDOM DAY

II. HOW TO RAISE PUBLIC AWARENESS

III. MARKETING AND COMMUNICATION

AROUND TAX FREEDOM DAY

IV. RESULTS

II. How to raise public awareness PLEDGE: A responsible use of our taxes. Transparency, accountability and efficient management of public resources. Civil society awareness of no free lunch. A taxpayers and company recognition for creating wealth. A grater participation of the civil society in public policies. Why? Results: > 160 signees >100 comments (and much more in social media) Problems

PLEDGE:

A responsible use of our taxes.

Transparency, accountability and efficient management of public resources.

Civil society awareness of no free lunch.

A taxpayers and company recognition for creating wealth.

A grater participation of the civil society in public policies.

Why?

Results:

> 160 signees

>100 comments (and much more in social media)

Problems

2. PERSONAL TAX CALCULATOR http://www.diadelcontribuyente.org/en/calculadora.php II. How to raise public awareness

2. PERSONAL TAX CALCULATOR http://www.diadelcontribuyente.org/en/calculadora.php

TAX FREEDOM DAY In Spain: May 9. Evolution of Tax Freedom Day in Spain (2002 - 2008) II. How to raise public awareness

TAX FREEDOM DAY

In Spain: May 9.

Evolution of Tax Freedom Day in Spain (2002 - 2008)

I . WHAT IS TAX FREEDOM DAY II. HOW TO RAISE PUBLIC AWARENESS III. MARKETING AND COMMUNICATION AROUND TAX FREEDOM DAY IV. RESULTS INDEX

I . WHAT IS TAX FREEDOM DAY

II. HOW TO RAISE PUBLIC AWARENESS

III. MARKETING AND COMMUNICATION

AROUND TAX FREEDOM DAY

IV. RESULTS

Taxpayers’ Bull Running Social networks: Facebook page and groups . Public event : a) Invitations and Balloons’ sampling: viral effect in our city. b) Balloons’ release c) Conference with a well-known speaker. Public relations: a) With media and blogs b) With columnists and people who create opinion. III. Marketing and Communication around Tax Freedom Day

Taxpayers’ Bull Running

Social networks: Facebook page and groups .

Public event :

a) Invitations and Balloons’ sampling: viral effect in our city.

b) Balloons’ release

c) Conference with a well-known speaker.

Public relations:

a) With media and blogs

b) With columnists and people who create opinion.

TAXPAYERS’ BULL RUNNING III. Marketing and Communication around Tax Freedom Day

TAXPAYERS’ BULL RUNNING

III. Marketing and Communication around Tax Freedom Day

2. SOCIAL NETWORKS: Facebook page and groups . III. Marketing and Communication around Tax Freedom Day

2. SOCIAL NETWORKS: Facebook page and groups .

III. Marketing and Communication around Tax Freedom Day .

3. PUBLIC EVENT : a) Invitations and Balloons´ sampling: a viral effect in our city. III. Marketing and Communication around Tax Freedom Day

3. PUBLIC EVENT :

a) Invitations and Balloons´ sampling: a viral effect in our city.

3. PUBLIC EVENT : b) Balloons' release III. Marketing and Communication around Tax Freedom Day

3. PUBLIC EVENT :

b) Balloons' release

3. PUBLIC EVENT : c) Conference with a well-known speaker. III. Marketing and Communication around Tax Freedom Day

3. PUBLIC EVENT :

c) Conference with a well-known speaker.

4. PUBLIC RELATIONS: With media and blogs in order to generate news. With columnists and people who create public opinion. To influence those who influence. ONE PROJECT – THREE IMPACTS through the marketing campaign: TAX FREEDOM DAY: “Spanish people stop paying taxes and start working for themselves: May 9 th” TAXPAYERS' BULL RUNNING: “Taxpayers knocked down by the payment of taxes” BALLOONS´ RELEASE AND WELL-KNOWN SPEAKER: “Leopoldo Abadía released the tax balloons” III. Marketing and Communication around Tax Freedom Day

4. PUBLIC RELATIONS:

With media and blogs in order to generate news.

With columnists and people who create public opinion. To influence those who influence.

ONE PROJECT – THREE IMPACTS through the marketing campaign:

TAX FREEDOM DAY: “Spanish people stop paying taxes and start working for themselves: May 9 th”

TAXPAYERS' BULL RUNNING: “Taxpayers knocked down by the payment of taxes”

BALLOONS´ RELEASE AND WELL-KNOWN SPEAKER: “Leopoldo Abadía released the tax balloons”

I . WHAT IS TAX FREEDOM DAY II. HOW TO RAISE PUBLIC AWARENESS III. MARKETING AND COMMUNICATION AROUND TAX FREEDOM DAY IV. RESULTS INDEX

I . WHAT IS TAX FREEDOM DAY

II. HOW TO RAISE PUBLIC AWARENESS

III. MARKETING AND COMMUNICATION

AROUND TAX FREEDOM DAY

IV. RESULTS

MEDIA RESULTS All local media talks about us: Press, TV, Radio and Internet ( Diario de Navarra, Diario de Noticias, Canal 6 Navarra, Navarra Confidencial , Popular TV, Onda Cero, SER …). Also, the national media covered our events: the most important economic newspapers and reviews ( Expansión, Actualidad Económica ) and also liberal media ( Libertad Digital, El Imparcial, Telemadrid, Blog Salmón …) wrote about our initiatives. Well-known columnists (like Carlos Rodríguez Braun –Onda Cero-, Carlos Salas – El Mundo- , Leopoldo Abadía – Antena 3 - , Manuel Ángel Martín – ABC -) also helped us . IV. Results

MEDIA RESULTS

All local media talks about us: Press, TV, Radio and Internet ( Diario de Navarra, Diario de Noticias, Canal 6 Navarra, Navarra Confidencial , Popular TV, Onda Cero, SER …).

Also, the national media covered our events: the most important economic newspapers and reviews ( Expansión, Actualidad Económica ) and also liberal media ( Libertad Digital, El Imparcial, Telemadrid, Blog Salmón …) wrote about our initiatives.

Well-known columnists (like Carlos Rodríguez Braun –Onda Cero-, Carlos Salas – El Mundo- , Leopoldo Abadía – Antena 3 - , Manuel Ángel Martín – ABC -) also helped us .

IV. Results

IV. Results 2. WEB RESULTS: Monthly sessions since the beginning of the initiative www.diadelcontribuyente.org TOP 2008 TOP 2009 INCREASE: 70,49%!!

NUMBER OF PEOPLE ATTENDING THE EVENT: IN 2008: 180-200… IN 2009: MORE THAN 280! IV. Results

NUMBER OF PEOPLE ATTENDING THE EVENT:

IN 2008: 180-200… IN 2009: MORE THAN 280!

FUNDRAISING IV. Results

FUNDRAISING

5. LOW COST PROJECT: WE ARE IN CRISIS! IV. Results We’ve spent 31% less than last year … and we’ve obtained better results!

5. LOW COST PROJECT: WE ARE IN CRISIS!

For further information, please contact: Cristina Berechet, Research: [email_address] Ana Lorenzo , Marketing: [email_address]

For further information, please contact:

Cristina Berechet, Research: [email_address]

Ana Lorenzo , Marketing: [email_address]