This strategy was published by the USAID in 2011. The goal of the campaign was to raise awareness towards the new Tax Law, increase voluntary compliance and minimize tax evasion. The Communication Strategy was developed using the principles of social marketing and behavior change communication in order for it to be used to guide the development of the Public Awareness/BCC Campaign. The strategy is divided into four mail parts. The first part is about understanding the target audience. The second part discusses the marketing mix. In the third part goals, objectives, messages are identified and developed. This strategy concludes with the fourth main part that talks about the development of the strategic approach and the media mix.