The campaign "CA$H IS NOT KING" targeted 15–24-year-olds estonian speaking youth to raise tax awareness and combat under-the-table salaries. Featuring popular artists Säm and Karl Killing in a native video-call format, the campaign reached 97% of the audience. The impact was significant: 63% of youth now report feeling guilty about tax evasion (a 9% increase in tax compliance sentiment).
