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Tax season is fast approaching, and TurboTax Canada has launched a new campaign that reframes how we think about taxes and the benefits they provide. Earlier this week, the company revealed a provocative billboard truck that cruised past major employers and stopped at high-traffic locations throughout downtown Toronto. The TurboTax truck encouraged Canadians to rethink tax filing as a form of self-care — and ask a timely question: if workplace benefits support physical and mental wellness, why not financial wellness too?
The activation comes as conversations about financial wellness are more prominent and new national data reveal the growing emotional toll of tax season on Canadians:
More than half (52%) believe tax filing software should be eligible for reimbursement through Lifestyle Spending Accounts (LSAs)
More than half of Gen Z (54%) say tax season fills them with dread
Nearly 3 in 10 Canadians (29%) have delayed filing because it felt too overwhelming, rising to 48% among Gen Z
1 in 5 Canadians experience physical symptoms like headaches, nausea, or a racing heart due to tax-time stress
73% of Canadians report an improvement in well-being after completing their taxes
Who's behind the TurboTax Canada campaign?
- Agencies - Citizen Relations
- Brand - TurboTax Canada
(click on the link to view the agency's Vendor Directory listing)
As part of this campaign, TurboTax is encouraging Canadian employers and workers to advocate for including financial software in their existing workplace wellness benefits programs.
Creative & execution for this program came from Citizen Relations.
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