Virginia Dept. Of Taxation

It’s Hip To Be Square

By creating an “outbreak” of people with giant square smiley face heads, Pulsar created a fun and engaging campaign that was in sharp contrast to traditional government taxation communications (i.e., “we know where you live and we’ll get our money”).

Results: The Get Square campaign resulted in the Commonwealth of Virginia collecting $103 million in back taxes (more than double the 48 million goal). And we did it in the middle of the worst recession in 75 years and with only a $1 million budget

Challenge: Convince people who owe back taxes to pay up

Message: If you get square on your tax debts, you’re going to feel pretty darn amazing

Campaign: TV, web videos, OOH, print, website, press launch event, client provided – direct mail, 24/7 live chat/hotline, PR/media.


As we charter through life, it can be extremely easy to get caught up in our own endeavors. At times, I find myself so focused on my day-to-day responsibilities I lose perspective on what is truly important. Serving others. Serving my family, friends, and community is the epitome of Doing A World of Good. My encouragement to anyone reading this is to live with the understanding that each person you meet has significant value. With that appreciation, by default, you begin to act more out of kindness, compassion, and selflessness which leads to Doing A World of Good.