Axe the Beer Tax Widget

I just got made aware of this fantastic widget produced by Apex Communications (part of Euro RSCG) for the Axe the Beer Tax campaign. 

You enter the number of pints of beer you drink a week and click on the fruit machine lever to reveal on the fruit machines wheels how much tax you currently pay, per year, in beer tax.  After another click on the lever it tells you how much you will pay if the government’s tax increases continue and finally, it encourages you to lobby your MP by clicking through to an online campaign postcard.

The widget looks brilliant, works well as a lobbying mechanic, can be easily shared and makes the campaign relevant to individuals in a fun, light-hearted but compelling way.