December 17 2012.

A new HM Revenue and Customs (HMRC) advertising campaign is urging anyone who hasn't sent in their 2011-12 tax return to do it now - and find "inner peace".
The new ads, launching later this month, highlight the imminent 31 January deadline for online returns, and the £100 penalty for missing the deadline. They encourage people who still haven't sent their return to "do it today, pay what you owe and take a load off your mind", so they can experience "inner peace".

The campaign has been developed to touch on the emotions that HMRC found people typically experience after they have filled in their tax return, often described as a real sense of relief or peace of mind - like a weight being lifted from their shoulders. The new ads feature people from different professions experiencing this feeling of post-return well-being.

As well as traditional posters, radio and newspaper ads, the campaign will use cutting-edge interactive digital advertising, which will give internet surfers the chance to see people experiencing inner peace floating around their computer screens.

The ads form part of HMRC's efforts to encourage all 10.6 million people who have to submit a Self Assessment return for the 2011-12 tax year to file online, and pay the tax they owe, by the 31 January deadline.

For help and advice on completing a return, visit or call the Self Assessment helpline on 0845 9000 444.