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Tax Justice Network Africa (TJNA)

Awareness campaign

Overview of the organisation

Tax Justice Network Africa (TJNA) is a Pan-African organization dedicated to promoting socially just, accountable, and progressive taxation systems across Africa. As a member of the Global Alliance for Tax Justice, TJNA advocates for tax policies that support equitable development, combat illicit financial flows, and enhance domestic resource mobilization. TJNA’s work challenges harmful tax practices that perpetuate inequality and seeks to position tax justice as a central component of the African development agenda.

Objectives of the Campaign

The primary objective of this campaign was to raise awareness about the critical link between taxation and child rights in three African countries—Tanzania, Uganda, and Zambia. The aim was to demonstrate how lost tax revenue impacts children’s health, education, and protection and to encourage public demand for accountable tax policies that invest in children’s welfare.

Process & Solution

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Audience Analysis & Content Strategy

We recognized that taxation is a complex and often overlooked topic, especially in its relation to child rights. To make this connection resonate, we developed a targeted content strategy designed to simplify the subject matter and appeal to a broad audience, from policymakers to the general public. We focused on crafting messages that underscored the tangible impact of tax revenue on child welfare.

Création de contenu

We created various engaging materials to support this message, including posters, infographics, videos, blog posts, press releases, etc. These were grounded in a detailed study report that examined the effects of lost revenue on child rights in the target countries. The materials highlighted how pro-poor tax policies could increase children's health, education, and protection resources.

Platform Selection & Outreach

The campaign was launched to coincide with the Day of the African Child and ran for two weeks across multiple platforms, ensuring broad and diverse reach. We utilized social media channels such as Facebook and Twitter to engage with digital audiences, and radio broadcasts in Tanzania, Uganda, and Zambia to reach local communities. Content was also made available on TJNA’s website to maximize accessibility.

Raising Awareness & Building Engagement

The core message emphasized the necessity of tax justice for securing adequate investment in children’s future, motivating citizens to hold their governments accountable for tax policies. The campaign materials aimed to evoke a sense of urgency about taxation’s role in fulfilling children's rights, encouraging dialogue and action among various stakeholders.

Raising Awareness & Building Engagement

The core message emphasized the necessity of tax justice for securing adequate investment in children’s future, motivating citizens to hold their governments accountable for tax policies. The campaign materials aimed to evoke a sense of urgency about taxation’s role in fulfilling children’s rights, encouraging dialogue and action among various stakeholders.

Results

The campaign achieved significant success in raising awareness and engagement:

Social Media Impact:

The Facebook page’s audience grew by 246%, while Twitter engagement rose by 145%.

Website Engagement:

The study report was downloaded over 2,000 times from TJNA’s website.

Organic Reach:

These results were achieved organically, without any paid promotion, underscoring the effectiveness of the campaign’s messaging and content strategy.

Skills Demonstrated

Strategic content creation and distribution
Audience engagement and social media strategy
Effective use of research to inform communication initiatives
Cross-platform campaign planning and execution
Leveraging organic channels to maximize reach and impact