The switchover from analogue to digital TV was the country’s largest public information exercise. Few campaigns can truly claim to reach every home. And the UK loves its telly. Switchover just couldn’t go wrong. And it didn’t.
I joined Digital UK (a new body funded by the BBC Licence Fee to deliver switchover) from its pilot stages. From the start it was an integrated campaign: marketing, communications, engagement and stakeholder relations alongside great partnerships. This meant broadcasters, government, retailers, installers, Ofcom, charities and local government pulling together to best benefit the public – particularly anyone who might find it harder to switch.
My role involved developing an on-the-ground network of stakeholders and partners to spread the word and provide practical support in the first regions to switch. Much of the partnership model created in Cumbria then informed the roll out.
Why it worked:
- Balanced community level and integrated national comms
- Constantly adapted our approach as a direct result of insights and feedback from strategic partners such as Age Concern
- Developed a great brand, website, call centre and materials and also invested in face-to-face activities from events to strategic regional working groups, and team members becoming the regional faces of switchover
- Great integration between technical experts, operations, and marketing communications at all stages, with a generous and learning culture