- H&R Block’s reality TV parody “Responsibility Island” has returned with a special reunion episode streaming.
- The brand worked with creative agency Piro to create the show.
- To promote the show’s return, the tax services company has teamed up with Tinder to give 10 singles $1777, the average return for a single filer, through a special sweepstakes.
Last year, H&R Block debuted its first-ever branded entertainment “Responsibility Island,” a reality TV show about doing taxes aimed to attract Gen Z.
The cast members believe they are starring on a dating show, only to realize that they are actually taking part in a responsibility boot camp, in which they have to learn to file their own taxes in order to get off the island.
“At H&R Block, our focus is always the customer experience. Tax season can feel daunting – especially for young adults and first-time filers,” said Jill Cress, chief marketing and experience officer, H&R Block. “That’s exactly why we created Responsibility Island – to take an often overwhelming and intimidating task, and make it fun, relatable, and dare we say, entertaining.”
“Last year, the series was a hit because it turned tax prep into a reality TV-inspired adventure, complete with drama, laughs, and life lessons,” added Cress. “This year, we’ve doubled down on this with a ‘reunion special’ that lets fans catch up with their favorite contestants, while reinforcing that getting your finances in order –just like adulting– is an ongoing journey.”
The effort aims to educate and entertain younger audiences who may be new to filing taxes.
“Tax season can feel like a tidal wave of intimidation for filers, especially those filing for the first time,” explained Cress. “That’s why this campaign fits with our brand platform. During our busiest time of year, Responsibility Island allows us to cut through the noise with humor and storytelling – turning taxes into something engaging rather than stressful. And it’s working – last year, we didn’t just entertain, we delivered a 31% increase in brand awareness and a 15-point lift in brand consideration among Gen Z.”
“By leaning into entertainment and cultural relevance, we’re reinforcing our position as a brand that simplifies tax prep and provides expert help in a way that resonates with our consumers,” Cress continued.
