Why a Korean tax filing app is giving caregivers a break

In Korea, many part-time workers and self-employed professionals who earn less qualify for a lower 3.3% tax rate. To help lower income earners qualify for their tax breaks, a tax filing app adopted '3.3' as its brand. The aim is to simplify the tax filing process and help workers qualify for refunds.

In a new CSR campaign, the 3.3 apps worked with the independent Korean agency Innored to highlight the needs and working conditions of marginalised occupational groups, with a related brand mission of providing them with the breaks they're entitled to.

Focusing on ageing healthcare workers, whose average age in Korea is 65 according to the country's 2023 Caregiver Health Survey, it was revealed that many workers endure long shifts (up to 17 hours), with only 5.4% of them guaranteed rest times and merely 8.4% given access to rest facilities.

In response, 3.3 sought to highlight and advocate for older caregivers in these areas, thereby championing the needs and rights of unappreciated social workers. 

Many workers have to sit on whaever tiny stools are available for breaks

They devised a 3.3 cm-wide folding chair that is able to fit into narrow gaps between hospital room furniture so as not to interfere with care, yet provide a spot for health care workers to sit, rest or give prolonged care to patients. 

As part of the campiagn, 303 gift boxes that included folding chairs and other supplies were distributed by 3.3 to caregivers to thank them for their service.

Ad Nut isn't directly familar with the 3.3 app and can't vouch for the service it provides low income earners (it reportedly takes 20% of the refunds back in fees while competitors charge less, yet is extremely popular in South Korea with one in five income earners using the app).

However, the campaign is a smartly planned effort to underscore the connection 3.3 has with hard-working Koreans looking for a way to get their earned breaks. By further linking the size of the chair with its brand, it reinforces how the smallest of provisions can make a big difference to those who need a well-deserved gesture of appreciation for the work they've done. 

CREDITS

Brand: Jobis&Villains, 3.3

Agency: Innored

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