Ghana Revenue Authority

Project: Communication and Change Management in Support of GRA’s Transformation Agenda

Project Partner: International Monetary Fund And Cabinet Office, UK

Industry: Finance, Tax Administration

Expertise: Communication, Change Management, Customer Experience, Organisational Transformation

Challenges

The Ghana Revenue Authority (GRA) faced a significant challenge in demystifying taxes for the Ghanaian public, with many Ghanaians unclear about tax laws, obligations, and benefits, leading to:

  • Low tax compliance rates
  • Widespread misconceptions about tax purposes and usage
  • Limited engagement with tax authorities
  • Perceived inefficient use of tax resources

The GRA needed an innovative solution to make the Authority more visible and to educate, inform, and engage the public, dispel myths, and promote a culture of voluntary tax compliance. The overall goal was to position GRA to achieve a tax to GDP ratio of 17.5% by 2022 as outlined in its 3rd Strategic Plan.

Outcome

At the end of the 2-year project, the successes led to:

  • Improved public perception and responsiveness because of the robust tax education we facilitated
  • Positive reputation of the GRA brand resulting in minimal negative comments on reportage and social media.
  • Customer experience initiatives and processes lead to efficiency, transparency, and increased brand affinity for GRA.
  • By including GRA employees in the Transformation Journey, Media Majique equipped GRA’s Change Ambassadors to help build trust and credibility around GRA’s Change Initiatives. This enhanced buy-in, improved communication, fostered quick adaptation, reduced resistance and increased accountability.

Ultimately, Media Majique’s role in the Ghana Revenue Authority’s transformation journey has increased operational efficiency and revenue collection, improved taxpayer service, and enhanced transparency and accountability, fostering trust and driving growth.

Interventions

  • TV Commercial
  • Radio Adverts
  • Press Ads
  • Creative Design
  • Social Media Management
  • Customer Journey Map
  • Customer Service Charter
  • Customer Service Standards
  • Training Change Ambassadors
  • Public Relations
  • Media Buying
  • Internal Communication Strategy
  • GRA Bulletin (Roadmap to Excellence)
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