The World Bank Group, in partnership with the Swiss State Secretariat for Economic Affairs (SECO) and the Ghana Revenue Authority (GRA), has held a two-day capacity-building workshop aimed at equipping tax officials with behavioural communication strategies to strengthen voluntary tax compliance and improve taxpayer engagement in Ghana.
The workshop, themed “Leveraging Social and Behavioral Change Communications for Tax Compliance in Ghana,” brought together officials from the GRA’s Communication and Planning Department to enhance their capacity to develop evidence-based communication strategies that encourage voluntary tax compliance, build public trust and foster stronger relationships between taxpayers and the tax authority.
The initiative forms part of ongoing efforts by the World Bank and its partners to support Ghana’s domestic revenue mobilisation drive by strengthening taxpayer education, promoting voluntary compliance and building public confidence in the country’s tax administration system.
Participants were taken through practical sessions on taxpayer education, trust-building, message design, campaign implementation and the application of behavioural science to address tax administration challenges.
Speaking at the training, Raymond Muhula, Lead Public Sector Specialist at the World Bank, underscored the importance of domestic revenue mobilisation to Ghana’s socio-economic development, noting that sustainable financing for public services depends largely on citizens’ willingness to fulfil their tax obligations.
He said investments in roads, schools, hospitals, digital infrastructure, security, social protection and climate resilience require a public finance system capable of mobilising resources fairly, efficiently and sustainably.
“As external financing becomes more constrained and citizens rightly demand better services and accountability, strengthening voluntary tax compliance becomes central to the national development agenda,” he stated.
Muhula expressed appreciation to the Government of Switzerland through SECO for supporting the initiative, describing the workshop as an important step towards strengthening Ghana’s tax administration through behavioural science and strategic communication.
According to him, improving tax compliance requires more than legislation, audits and enforcement measures, adding that trust, fairness and public confidence are key drivers of voluntary compliance.
“People comply when they understand their obligations, when processes are simple, when they believe others are also contributing, when they see fairness in the system, and when they trust that public resources are being used for the common good,” he said.
He explained that Social and Behavioral Change Communications (SBCC) goes beyond traditional public awareness campaigns and provides a structured approach to understanding the motivations, perceptions and behaviours that influence taxpayers’ decisions.
“It is not simply publicity. It is not a slogan, a poster or a one-off campaign. It is a disciplined approach to understanding what people know, what they believe, what they fear, what motivates them and what prevents them from acting,” Muhula noted.
He observed that Ghana has made significant progress in expanding the tax base, simplifying tax procedures and strengthening digital tax administration, with some reforms supported under the World Bank’s US$150 million Public Financial Management for Service Delivery Programme.
However, he stressed that policy and technological reforms alone would not deliver the desired results without effective communication strategies that influence taxpayer behaviour.
“Taxpayers must know what is expected of them, understand how to comply, and feel that the system is fair, accessible and responsive,” he added.
Muhula urged communication officers at the GRA to see themselves as drivers of behavioural change and key actors in strengthening the relationship between government and citizens.
“You are not merely communicators of policy; you are architects of public understanding. You help translate technical reforms into language citizens can trust and use, helping transform tax compliance from a legal obligation into a shared civic responsibility,” he said.
He further called for stronger collaboration among government institutions, local authorities, civil society organisations, professional bodies, traditional leaders, educational institutions, technology providers, development partners and the media to build a stronger culture of tax compliance.
An Economist at the World Bank’s Behavioural Science Team, Jonathan Karver, said behavioural communication focuses on influencing beliefs, attitudes and social norms rather than merely providing information.
“Social and behavior change communications are not just about providing information; they’re about shifting beliefs, attitudes and norms around tax obligations. By bringing these insights into the GRA, taxpayer engagement can improve for better revenue collection and stronger trust with the GRA,” he said.
Karver noted that the World Bank has observed a shift in the GRA’s communication strategy from an enforcement-driven approach to a more facilitation-oriented model focused on trust-building.
“We found that there’s been a very important shift away from more enforcement-heavy communication with taxpayers to a more facilitation-oriented approach focused on trust-building.
This workshop is about building on what the GRA has already started by making its communication more evidence-based and data-driven,” he explained.
He added that integrating behavioural insights into tax administration would enable the GRA to design more targeted communication campaigns, improve taxpayer experience and support Ghana’s domestic revenue mobilisation efforts.
Dr. Alex Adomako Mensah, Commissioner of the Support Services Division at the Ghana Revenue Authority, noted that effective communication is now key to modern tax administration and boosting voluntary compliance.
Dr. Adomako Mensah said the workshop reflects the GRA’s commitment to transforming the way it engages taxpayers and improving public trust in the tax system.
“Communication is not simply about sharing information. It is about building trust, promoting transparency, encouraging understanding, and creating positive experiences for taxpayers,” he stated.
He explained that while enforcement and audits remain important tools in tax administration, sustainable compliance is achieved when taxpayers understand their obligations, feel respected and receive timely, accurate and consistent information.
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According to him, the training aligns with the GRA’s top management vision of “Transformation for Impact and Growth” and supports the Authority’s target of mobilising GH¢360 billion in revenue by 2028.
He noted that achieving the target requires more than improved systems and digital technologies, but also a deeper understanding of taxpayer behaviour and experiences.
“Our investments in digital transformation are helping us modernise our systems. Effective communication complements these efforts by ensuring that taxpayers understand our services, can navigate our processes with confidence, and remain engaged throughout their interactions with the Authority,” he said.
Dr. Adomako Mensah urged GRA staff to view taxpayers not merely as transactions but as individuals whose decisions are shaped by their experiences, perceptions and everyday realities.
He stressed that every interaction between GRA officers and taxpayers has the potential to either strengthen or weaken public trust.
“Our frontline staff represent the face of the Authority. Professionalism, integrity, empathy and transparency are not simply desirable qualities; they are essential to building confidence in the tax system,” he added.
He encouraged participants to apply the knowledge acquired during the training to improve taxpayer engagement, manage difficult conversations, simplify complex tax information and strengthen collaboration with stakeholders.
He reaffirmed the GRA’s commitment to becoming a modern, customer-centred and data-driven institution that delivers efficient, transparent and trusted tax services to the people of Ghana.
However, he commended the World Bank and SECO for supporting the training, describing the partnership as an important contribution towards strengthening public institutions and building the capacity of GRA staff.
Source: Isaac Kofi Dzokpo/capitalnewsonline.com
