HMRC: File on-time for 'inner peace'

Can filing your tax returns on time lead to inner peace? HMRC seems to think so. 

The Revenue pulled off a social media teaser campaign this morning that convinced a marketing website that the department's Twitter account had been hacked.

To encourage taxpayers to get file their SA returns before the 31 January deadline, HMRC's Twitter feed took on a distinctly touchy-feely tone this morning:

"Hi HMRC's followers," one tweet read. "Just to let you know, HMRC has decided to stop tweeting about tax today and instead all look for inner peace xoxox."

"You haven't got a care in the world...You feel light...floating...you've achieved inner peace..." another went on. 

Online publication The Drum originally reported the account had been hacked. However, an HMRC spokesperson confirmed this was not the case.

"Basically, it's a now form of advertising, of drawing attention to the campaign and the press release," he said.

Nobody checked with HMRC before tweeting or running articles claiming the account had been hacked, he added, saying it was common occurence each year for HMRC to use their Twitter account to promote their SA advertising campaigns. 

The only difference this year is the quirky theme and #innerpeace hashtag, which will continue to be used until 31 January.

HMRC's new adverts will aim to encourage people who haven't filed their SA returns to "do it today, pay what you owe and take a load off your mind" to experience inner peace. 

Campaign posters will show people of different professions in yogic positions with blissful expressions after filing. The social media teaser campaign will be followed with radio and newspaper adverts, as well as interactive digital advertising.

10.6m people have to submit an SA return for 2011-2012 tax year online before the end of January, according to the Revenue.

This isn't the first time HMRC has used humor to promote on-time return filing. Mrs Doyle, the housekeeper from popular C4 show Father Ted made an appearance, urging taxpayers to "Go on, go on..." and file their SA return. Older readers may remember Hector, the bowler-hatted cartoon tax inspector.

While the teaser campaign grabbed attention and plenty of retweets, it has prompted confusion and puzzlement. 

Twitter user @schneiderhome posted: "@HMRCgovuk's Twitter account has been hacked. Either that or they are a weird bunch." 

However, other users failed to see the funny side. 

"Wouldn't inner peace be obtained by clamping down on certain high-profile companies' tax dodging?" asked Gareth Winchester @dnotice2012.