Campaign management for a proposed revision of the tax law
The referendum called for a lowering of «double taxation», i.e. the taxation of a company’s earnings and the dividends it pays, so that shareholders do not have to pay the tax twice. The referendum called for dividend to be taxed at 60 %, when a person had already the earnings tax for their company. The referendum campaign presented small and medium enterprises as goodwill ambassadors. A broadly supported referendum committee, in which many local business people were represented, carried the message that a lowering of double taxation would mainly benefit local SMEs. The message was transported using outdoor posters sporting the claim «Say yes to fair SME taxes».This way, Communicators countered the opponents’ claim who were talking about gifts to big shareholders. A media conference in a carpentry and an ensuing tour of the workshop underlined the importance of the petition for local SMEs.
The revised tax law was accepted on 25.11.07, 55 % of voters saying yes. The referendum served a test run for the corporate tax law revision II of the federal government, which Communicators managed on behalf of the economic association economiesuisse. This referendum also won the popular vote in February 2008.
Kantonaler Gewebeverband (KGV)
Winning the cantonal referendum «Milderung der Doppelbesteuerung» (lowering of double taxation)
Letters to the editor
Post mailing to all SME in Canton Zurich