On 9 October 2026, the Directorate General of Taxes (DJP) was honored with two prestigious awards at the Anugerah Humas Indonesia (AHI) 2026, organized by the Indonesian Public Relations Association (Perhimpunan Humas Indonesia). DJP secured Gold in the “Government Institution Category – External Communication” for its “Pajak Berkah” (Tax Blessing) multimedia campaign, and Silver in the “Crisis Communication Management” category for its handling of the 2025 e-Faktur 3.0 migration public sentiment. The awards recognize DJP’s strategic communication framework under the 2020–2024 DJP Communication Master Plan, which integrates behavioral economics (nudge theory) into taxpayer messaging, utilizes micro-influencer networks for UMKM segments, and deploys real-time social listening via the DJP Command Center. The “Pajak Berkah” campaign, launched January 2026, achieved 89% unaided brand recall for tax benefit awareness among urban millennials, per independent Nielsen survey.
Key Takeaways
- Evidence-Based Messaging: DJP’s Communication Bureau now mandates A/B testing for all public service announcements, using the DJP Panel Survey (10,000 taxpayer respondents) to optimize channel, tone, and call-to-action before national rollout.
- Crisis Response Protocol: The e-Faktur 3.0 migration crisis playbook—activated within 2 hours of system latency reports—featured transparent daily status updates, dedicated hotline surge capacity (500 agents), and proactive outreach to top 500 taxpayer accounts by Senior Tax Counselors.
- International Benchmarking: DJP’s communication KPIs now align with OECD Tax Administration Comparative Information Series (TACIS) metrics on taxpayer trust, digital channel adoption, and voluntary compliance correlation.
Disclaimer: This article is compiled and summarized by the AI based on publicly available information and is for general information purposes only. It does not constitute any form of formal tax advice, legal opinion, or basis for performance. Please consult a qualified professional tax advisor or legal counsel for tax advice.
Source: Read Official Announcement