Gold
Transformative Business Impact
Community and Government Transformation: Creative Policy
| Entrant: | Edelman Canada, Toronto, Ontario |
| Brand: | IKEA Canada |
| Title: | "SHT" |
| Corporate Name of Client: | IKEA |
| Client Company: | IKEA Canada, Burlington |
| Media Company: | Carat |
| PR Company: | Edelman, Toronto |
| PR Companies Account Manager(s): | Genevieve Cote/Nora Hickey |
| PR Companies Account Executive(s): | Shantelle Pereira/Caelan Mcmicahel/Shania Simon |
| PR Companies Executive Creative Director: | Svetlana Popova/Daniela Marino/Cassandra Shuber |
| PR Consultants: | Ashley Brambles/Victoria Jordan/Nicholas Boles/Darvin Bhagwat/Jason Routsis/Sara Rezaee/Jessica Lee/Jonathan Dekel |
| PR Company Chief Strategy Officer: | Laura Kim |
| Agency Chief Executive Officer: | Bianca Freedman |
| Global Chief Creative Officer: | Judy John |
| Chief Creative Officer: | Anthony Chelvanathan |
| Head of Production: | Tamara Sulliman |
Description:
Canada is a global leader in sustainability. But Canadians are being punished for making sustainable choices. Because every time they buy a second-hand item, they pay a federal sales tax called HST. Even though the tax was already paid the first time. That’s paying tax on the same thing, twice.
IKEA, a leading retailer in sustainability, had one thing to say: SHT. Second-Hand Tax eliminated the unfair double tax on second-hand items and promotes sustainable choices. HST is 13% and SHT is -13%. Meaning, customers pay 0% tax on our As-is (second hand) items.
We ignited the biggest bipartisan conversation about tax law in recent history and galvanized Canada’s largest corporations and retailers around legislative change.
Most importantly, the Canadian government agreed to meet with IKEA to talk about a change in policy that would put an end to the double tax on second-hand items, for good.