Case Study: TV Licensing improves public understanding of the TV Licence with Aberfield

TV Licensing engaged 207 stakeholder groups in 12 months with Aberfield

The customer, TV Licensing, faced significant public scrutiny and negative perception regarding the cost and legal requirement of the TV Licence. To address this challenge, they hired the vendor Aberfield to lead a community engagement PR initiative aimed at improving understanding and highlighting support options for hard-to-reach audiences.

Aberfield implemented an integrated campaign that built relationships with key stakeholder groups, who then disseminated consistent messages about the value of the licence fee. This approach, supported by media announcements and social content, helped change perceptions from an enforced bill to a cost worth paying. Results for Aberfield's campaign included engaging numerous stakeholder groups, generating widespread media coverage, and helping to maintain a high rate of correctly licensed addresses and a low national evasion rate.

TV Licensing