FAMILYBOOST
FamilyBoost had hit a stalling point. The public lacked faith. It wasn’t working as intended. And the people who needed it most were missing out.
To remedy, the good people of Inland Revenue worked tirelessly to improve its system architecture and make the platform more accessible for those in need.
Our job - sing to the hills. Once improvements had been made, people needed to know.
So, we listened. Taking the chance to connect and empathise with the communities most affected by these policies. And understand how to best craft a response that resonated with their world.
The lesson from this was simple. There wasn’t an issue with the creative approach. The gap sat in the backend. People didn’t know what they needed to do to actually qualify for this initiative.
In understanding this barrier, we pivoted to frontloading our messaging. Leading heavily with what you get, how to get it, and where to go, should you need support or more info.
Since sharing this second phase, FamilyBoost engagement and service delivery is up. People are connecting with the concept. And those who need it are accessing support they weren’t before.
