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

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