Invece l’idea che con una campagna pubblicitaria si possa combattere l’evasione fiscale in Italia e’ un pessimo esempio di come si possa usare la pubblicita’. Sarebbe molto meglio fare pubblicita’ ai fatti, piuttosto che alle intenzioni. La pubblicita’ alle intenzioni e’ pura propaganda, e come tale rischia di trasformare un gesto inutile in un’azione sbagliata. Secondo i dati ufficiali “ogni anno in Italia abbiamo 120 miliardi di evasione fiscale, 60 miliardi di corruzione, e 350 miliardi di economia sommersa, pari ormai al 20% della ricchezza nazionale”. Lo ha scritto Nunzia Penelope, in “Soldi rubati” (Adriano Salemi Editore, Milano 2011). Un libro da leggere, proprio di questi tempi, per sapere che “60 miliardi di corruzione e 120 miliardi di evasione ogni anno, moltiplicati per 10 anni sarebbero 1800 miliardi: esattamente quanto l’intero stock del debito pubblico”. Beh, buona giornata.
E adesso ecco la buona notizia: qui di seguito l’articolo dello Herald Tribune inviato tramite e-mail da iPad. Alla fine trovere i links pet scarcera l’applicazione da Apple Store. Sto facendogli pubblicita’? Si’, ma questo e’ un fatto concreto, proprio quello che serve alla pubblicità” per essere concreta e, se permettete, onesta con i lettori.
From The International Herald Tribune:
Italy hopes ads will cast tax cheats in a harsh light
BY ELISABETTA POVOLEDO
ROME — An advertising campaign for Italy’s revenue agency that starts Tuesday has set itself a lofty goal: to get Italians to pay taxes.
In the television and print campaign, created by Saatchi & Saatchi, tax evaders are described as parasites that live at the expense of others, undermining the foundation of the social state.
Coming as Italy has been called on to make significant sacrifices to weather the debt crisis that has stormed European financial markets, the campaign’s message may actually hit home in a country where little social stigma has ever been attached to evading taxes.
‘‘The point is to increase tax compliance by changing the mentality,’’ said Antonella Gorret, spokeswoman for the revenue agency, the Agenzia Delle Entrate. ‘‘It used to be that tax evaders were seen as crafty, but in a moment of economic crisis, demands have increased for more effective crackdowns to avert the possibility of taxes being raised.’’
‘‘We want to get through the idea that tax evaders are a parasite to society and that to pay taxes is to guarantee services,’’ Ms. Gorret added. ‘‘We hope that we will be able to get through to people and make them more aware of the consequences’’ of tax evasion.
Italians have been accused by some of making tax evasion a national sport. But now that the country must finance the national debt and is likely to cut pensions and services like health care so that the budget can be balanced, calls have grown to ensure that every citizen pay his or her way.
A poll commissioned by the association of Italian Banking Foundations and Savings Banks, released in October, found that 48 percent of Italians said that fighting tax evasion should be the country’s priority for stimulating growth, more important than reducing public spending or lowering taxes.
The ad campaign was conceived this year as part of the revenue agency’s long-running battle against tax cheats, which has netted about €37 billion in the past five years. On Monday, Luigi Magistro, the director of tax assessment for the revenue agency, estimated that increased controls would yield an additional €11 billion in taxes in 2011.
‘‘The numbers so far this year have been encouraging,’’ Mr. Magistro told the news agency ANSA.
Saatchi & Saatchi was chosen, Ms. Gorret said, because it had designed an campaign for the Agenzia del Territorio, the Italian agency that monitors properties and real estate. It sought to convince Italians to register undeclared homes in the land registry so that taxes could be levied on them.
‘‘The Agenzia del Territorio said that every time the ad was aired many people would go to their Web site, so we decided to use the same advertising agency because it was an effective campaign,’’ she said.
Though this is the first time the internal revenue agency had invested in an ad campaign, it had been actively working to teach fiscal responsibility for some time. Each year, Ms. Gorret said, officials from the revenue agency visit some 1,200 schools to teach elementary and middle school children the basics of fiscal responsibility
The campaign, created with the Italian Government’s publications department, will run on national state television and radio until the end of August. Print ads will begin in September, when tax returns for self-employed Italians are due. That month, ads will also be placed in airports and rail stations in Rome and Milan.
‘‘People will be returning from their holidays,’’ and will begin thinking about more serious matters, Ms. Gorret said. ◼
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