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TV Licensing: Creating a nation of willing TV Licence fee payers - 2012

IPA Effectiveness Awards Case Study

Brief Description: By 2010 a challenging social, economic and technological environment had created the toughest environment for collection of the licence fee in 20 years. Complaints were increasing, perceptions of TV Licensing communications was that they were heavy handed and threatening and many people were finding it increasingly difficult to afford their household bills. By the end of 2011, the campaign implemented a new customer-focused brand and communications strategy which helped reduce complaints by 19%, saw 90% acceptance of the TV advertising and helped revenues increase by £77m ;---(TAGS)--- Full Title: Creating a nation of willing TV Licence fee payers ; Number: 2012/45 ; Brand Name: TV Licensing ; BBC ; Client: TV Licencing ; IPA_ProductCoding: Government Departments (Public service information campaigns) ; Media (TV channels/programmes) ; Agency: Proximity London ; Abbott Mead Vickers BBDO ; Author: Vaughn Hartman - Proximity, Richard Swaab - AMV (Contributing), Pauline Gillingham - Fishburn-Hedges (Contributing), Claire Croft - Proximity (Contributing), Debi Bester - Proximity (Contributing), Andrew Freeman - Harris Interactive (Contributing) ;


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