Digital UK: Leaving no-one behind

The scale and complexity of digital switchover presented a huge implementation challenge. The fear of blank screens, which could cause the programme to be derailed, was very real. The UK had to be 100% ready, but success depended on providing information, help and reassurance to the last 10% of analogue viewers who were often fearful of change. Working together, Digital UK and the BBC Switchover Help Scheme overcame that challenge by focusing on those people most marketers leave behind - older, disabled and minority audiences. The end result, beyond the large net benefits realised, was to transform a potentially negative situation into a quiet success story. It is estimated the campaign returned a minimum payback of £4.60 for every £1 spent