This infographic helped in rapid list building that helped put pressure on the UK Government over the so called “charity tax”. It also helped in making the campaign visually distinct (mainstream media used the illustrations in their reporting).

Infographic explaining the Give It Back, George charity tax campaign

Infographic to support the “Give It Back, George” campaign

This infographic was used to rally support for the “Give It Back, George” campaign in the UK in spring 2012. The campaign, which ended in victory, sought to reverse the Government decision to implement a so called charity tax. National broadcast and print media used the illustrations in their coverage and the infographic itself was tweeted hundreds of times. The campaign won a Public Affairs News award in the campaign of the year category (voluntary sector).

There are two versions of this infographic. The first one explained what the problem was and what needed to be done. The second version (above) tells the campaign story. The main purpose of the second graphic was to thank the supporters as well as raise the profile of the organisations behind the campaign.

Why I think it worked

  • The issue (charity tax) was quite complex. The infographic explains the core issue  quickly (important for a time poor audience).
  • It was easy to share – supporters spread quickly on social media. This was important because the visual was used to recruit supporters (the original infographic directed people to a signup form) and keep up the pressure on the Government. Note: Twitter was the second most effective recruitment channel after newsletters.
  • Few expected to see an infographic on such a dry topic (positive surprise)
  • It has a famous character (Chancellor George Osborne). Notice how the Osborne character runs through the whole infographic – he is the villain (turn hero) of the story.

How I made it

The original infographic took about a day and a half to produce. One day for coming up with the idea, doing the research, creating the drawings and writing the copy (mainly repurposing existing copy). Half a day went into fine-tuning copy and illustrations after receiving feedback from various stakeholders.

Read more about the campaign:

The campaign website: