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Public Awareness Campaign

Challenge:

  • The switch from analogue to digital television is a major Federal Government initiative that has implications for consumers and a broad range of stakeholders.
  • It was announced in March 2008 that the switchover would be rolled out nationally, starting in Mildura/Sunraysia followed by other regions progressively, with the switchover ending in December 2013.
  • The Digital Switchover campaign aims to raise awareness about the switchover and drive conversion to digital TV.

Solution:

To build awareness in the community and ensure people took action to switch to digital-only TV, in conjunction with the Digital Switchover Taskforce, n2n communications:

  • Developed a comprehensive communication strategy including:
    • Local media relations & partnerships
    • Stakeholder engagement
    • Community events
    • Campaign champions
    • Town hall meetings
    • Digital media communication
  • As part of the strategy, n2n communications:
    • Secured a rolling program of media partnership editorial opportunities across Mildura, regional South Australia and regional Victoria;
    • Focussed stories on local news, practical tips on how to ‘switch’ and Q&A columns that responded to common questions from local residents being handled by the DST call centre;
    • Utilised the DSTs quarterly ‘Digital Tracker’ to continually monitor and evaluate the influence of the campaign, and adjusted tactics accordingly;
    • Developed a comprehensive national and local stakeholder engagement program that partnered with specific organisations to provide sector-specific content to relay to key target audiences;
    • Managed a community events program that targeted key audiences supported by a promotional media campaign
    • Managed regular ‘countdown’ and ‘switch off’ events and coordinated with print, radio and broadcast media to maximise publicity of switchover activity;
    • Developed animated switch off countdown clock to visually promote the switchover in the local stores of registered digital advisors; and
    • Managed regular email newsletter campaign to keep stakeholders up to date with switchover activities.

 

Results to date:

  • At the 30 June 2010 switchover in Mildura, 99 per cent of residents had converted to digital television;
  • At the 15 December 2010 switchover in regional South Australia and Broken Hill, over 95 per cent of residents had converted to digital television;
  • At the 5 May 2011 switchover in regional Victoria, over 9 out of 10 households had converted to digital television; and
  • Formal and anecdotal evaluation indicated that the public relations campaign had a significant and positive influence on awareness, attitudes and behaviour in the switchover region.

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