By Kevin McCauley
H&R Block this week launched a humorous social media campaign built on support for the STACHE (Stimulus To Allow Critical Hair Expenses) Act in partnership with the American Mustache Institute.
The Stache Act seeks a $250 tax deduction for people with facial hair. The social media effort seeks to dispel the stodgy image of the tax preparation company and appeal to millennials.
Political style campaign videos, celebrity public service announcements, Facebook and editorial outreach to culture, political and humor bloggers is in the works.
A “million mustache market” online and in Washington is slated for April 1, which is April Fool’s Day.
Celebrities involved in the campaign are singer John Oates, Milwaukee Brewer pitcher John Axford and actress Ellie Kempner.
The AMI maintains that the cost of trimmers, wax and coloring products is a “disincentive for the clean-shaven to enjoy the mustached American lifestyle.” It sees a clear link between the growing/maintenance of mustaches and incremental income.
Scott Gulbransen, H&R Block’s director of social media, believes the campaign shows the firm is “very serious that Americans should never settle for less when it comes to getting the tax deductions that that they deserve.”
As part of the campaign, Block is making a donation to the Millions from One organization that provides clean water to people in need throughout the world.
Elasticity in St. Louis created the social media campaign. Managing partner Aaron Perlut doubles as chairman of the AMI, which raises money for charities.