National Code and Number Change

Donald Kerr

The campaign, 1998-2000, to inform people of the new changes in telephone number codes (including the 020 numbers in London), to convince of the need for this, and to prompt the required behaviour change.
Agency: J Walter ThompsonAuthor: Donald Kerr

National Code and Number Change

INTRODUCTION

'There will not be another change to telephone numbers in our lifetime'  Don Cruickshank. DG Oftel, 1995

Apart from this one.This is a case where the communication had to prompt behavioural change. It was an important change but one without benefit to the consumer, and one that was going to be imposed without choice. It was, furthermore, an unwelcome change, particularly as the people involved had been promised it would be unnecessary, and, as such, it was irritating at best and potentially extremely costly...

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