Effective Public Education Programmes for Digital Migration
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This document discusses approaches to effective public education programmes for digital television broadcast migration. It compares a higher cost comprehensive approach used in some countries versus lower cost targeted approaches. It also provides learnings from the UK's digital switchover programme. Key learnings include starting public communications early while focusing messaging on being helpful rather than selling benefits, using on-screen captions and TV most effectively, and mobilizing existing community support networks. The document also outlines examples of simpler and lower budget production and messaging that could still be effective.
Effective Public Education Programmes for Digital Migration
- 1. This document is offered compliments of BSP Media Group. www.bspmediagroup.com All rights reserved.
- 2. Effective Public Education Programmes for Digital Migration Digital Broadcasting Switchover Forum 22-24 February 2012
- 3. Two approaches $220* million $ 3 10* million 26 million households 2.5 million household $8.5 per household $2.5 per household 4 year programme 2 year programme Political hot potato More accepting public On time & under budget, no Too early to know evidence of vulnerable left But similar programmes behind. 99% ready by eve of have worked switchover * Includes call centre, production, retail training etc.
- 4. Agenda Learnings from the UK Lower cost approaches
- 5. Who are Digital UK? A not-for-profit company created to lead the TV switchover Shareholders are the broadcasters and multiplex operators Funded primarily by the BBC Licence Fee Working closely alongside the Switchover Help Scheme - which offers practical help to those 75 or over or with disabilities. 4
- 7. Learnings approach Attempts to sell the benefits get in the way. People want help Branding that partners can share helps enormously Telling people early reduces resistance ... ...but people wont act until just before the date Traditional communications alone wont work. Mobilise existing support networks local government + charities + retailers 6
- 8. Learnings - media Onscreen captions are 60% more effective than any other media. TV is the next most effective for driving awareness Leaflets are well received for depth of information and understanding Roadshows on the ground close to switchover generate PR, local political support and goodwill 7
- 9. Learnings - messaging Too much detail or too technical and people will ignore you. But dont simplify so much that you arent honest Reassurance helps engage resisters ...as does a phone number - though only c. 1% of households called Audience differences within the UK Older audiences need more straight-forward /informative ads Friends and neighbours wont automatically help Minority audiences tend to ignore mainsteam communications 8
- 10. Agenda Learnings from the UK Lower cost approaches May 2010 9 9
- 11. Doing it for less The key is the degree of broadcaster support. For example, in Serbia Broadcasters are required to air public service TV messaging Outside of the agreed advertising minutes/hour In addition, broadcasters were asked to deliver on-screen captions In Serbia, they chose to have the TV ad production done centrally, rather than by the broadcasters May 2010 10
- 12. Production and shared assets can be simple But have a friendly non-threatening character Bold, modern colours And most critically, a retailer logo 11
- 13. TV can be also be simple as long as its friendly High end lose channels ad (UK) Lower budget no new TV (UK) Low budget 12 (Sweden)
- 14. Ideally national communications to launch, followed by regional activity (PR) from 9 months National communications May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14 Jul-14 Aug-14 Sep-14 Pi l ot 1,000 Ava l a ####### Cot-Vena c ####### Ki ki nda ####### Rudni k-Crni vrh Ja godi na ####### Sombor- Suboti ca ####### Torni k-Ovca r ####### Cer-Ma l jen ####### Ja s treba c ####### Kopa oni k ####### Bes na kobi l a ####### Tupi zni ca ####### Vrs a c ####### Del i Jova n ####### Tota l 0 0 0 0 0 0 0 1,000 0 0 ####### 0 0 ####### 0 0 ####### 0 0 0 0 0 ####### 0 0 ####### 0 0 ####### PR and Regional Regional viewer stakeholder communications communications 13
- 15. Simplified example regional plan (assumes limited local TV and regional press) -9 mo - 6 mo - 3 & 2 mo Switch PR Radio Radio Radio announcement - Date - Look for the leaflet - Logo - Help for vulnerable - Recorders / aerials - Countdown Local stakeholder - Logo - Countdown group formed -Having problems? - Help for vulnerable? Letters to retailers MOST Posters date / postal force effective tool Leaflet delivered Local events?? TV captions TV captions TV captions Retailer training Retailer training Generates Where Where the PR & people go detail14 is goodwill
- 16. So a few notes in summary Make sure the funding (and staffing) is sufficient for the outcome you want Make sure you have a firm end date that industry signs up to Focus communication on being helpful, not on selling Have a friendly face of the project and a retailer logo As a minimum, use PR, TV, on screen messaging and leaflets Use the retailers - and provide other local support if you can Start as early but spend most of you money at the end 15
- 17. Appendix Top 10 learnings: setting up and running a switchover programme 17
- 18. Top 10 learnings: setting up and running a programme Five lessons to guide how a new project is set up: Retailers TV Installers Platforms 1. A single-purpose, centralised delivery Network Owners Ofcom 2. Regulatory underpinning 3. Commercially-minded management Charities Govern- ment 4. Sufficient and ring-fenced funding Consumer Groups BBC 5. Alignment of infrastructure and communications Other PSBs Five lessons on implementation: National Advertising 6. Working with the market Regional 7. Attainable and secure timetable Communications 8. Communications which reaches deep into communities Local Communications 9. Practical support for the most vulnerable Community 10. Mobilising existing support networks Support 121 18