Inland Revenue's campaign to get people to front up and pay tax on cash jobs appears to be working.

More than a thousand people called into a tax advice service just a day after this year's campaign to "declare all or risk it all" began.

Inland Revenue spokesman Andrew Stott says it's important all New Zealanders pay their tax obligations.

He adds the department is also cracking down behind the scenes to catch those still unwilling to front up.

"The marketing campaign is just the tip of the iceberg. Behind the scenes we've got people in the community and on the sites helping sub-contractors get it right. We can spot where things are looking like they might be a problem."

Inland Revenue spokesman Andrew Stott says it's early days but already there's a shift in attitude.

"It's off to a great start and shows that most New Zealanders want to do the right thing and a little reminder helps."

Andrew Stott says the concern is that individuals or businesses who don't pay their fair share of tax are basically cheating those doing the right thing and expecting others to pay their way.