1% campaign 2019

In the spring of 2019, an unusual campaign clip was produced in a collaboration of CSOs, which draws attention to the importance of the one percent of the personal income tax. The clip format and the unusual approach to the topic are mainly aimed at “first tax” young people, but it creates an identification opportunity for all ages by displaying the message of how to break out from our “first world problems” by a simle good deed. The song is pointing out that offering the 1 percent of our tax to CSOs (on time, i.e. until May 20!) is not an obligation, but a self-interest and a public interest, but mostly a very cool thing!

The campaign was born out of the joint thinking and financing of CSOs campaigning for the 1 percent, the creative implementation was undertaken by professional advertising professionals: Norbert Pálfi's concept was filmed by director Ábel Regős, the main role was taken by Márkó Linczényi, who was the composer of the song. The preparation and shooting process was accompanied by Gábor Bakos, who also deals with communication.

In addition to running their individual campaigns, the organizations involved in the project consider it important to have common awareness-raising for every 1 percent, and to show civic cooperation and the strength in it. Thus, the clip can be used by any organization to address taxpayers, to strengthen their own communication.

Offering the 1 percent of the tax is a direct and easy way to connect citizens and CSOs - yet, half of the percentages that could be given to organizations still “stay in”, not offered. It is possible that due to the “automatic” tax returns prepared by the tax authorities, even more people will forget about this easy but important step. Half of the Hungarian CSOs approx. 26,000 organizations receive from the donations - the hundreds of millions of sums received by large foundations are just as important as the few tens of thousands of forints raised for a small local association.