Improving public understanding of the TV Licence through community-led engagement
Client
Services
- Stakeholder communication and engagement
- PR
Sectors
- Education
The TV Licence was facing fundamental challenges as it came under ever greater scrutiny from groups as diverse as the Government and the general public. For many it is perceived negatively because of its cost and the stipulation that under UK law, every household that watches live television must pay for a TV Licence.
Aberfield was appointed as TV Licensing’s community relations team in the North of England to improve knowledge and understanding of the TV Licence, highlight the support available to pay for it amongst hard-to-reach audiences and help reduce licence fee evasion.
We implemented an integrated campaign that identified key stakeholder groups and proactively engaged with them on an ongoing basis, building open and meaningful relationships. In turn, these groups then drip-fed key messages to the public and their own peers about the value of the licence fee in a consistent and informative way. This was supported by announcements to media titles, alongside supplying social media content.
Results
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0 - relationships built, including money advice groups, universities, housing associations, councils, disability groups and women’s groups
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0 - stakeholder groups engaged with TV Licensing or used our materials in their own communications, in 12 months
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0 - pieces of coverage across the North of England
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0 - of addresses licensed licensed correctly and national evasion rate remain low over the campaign period
Key Insight:
With the growth of streaming and online services, we recognised the way people consume content has fundamentally changed, alongside negativity towards paying the licence fee. Our communications changed perceptions of the TV Licence from an enforced bill to a cost worth paying for valuable content.
