BBC - 50 Pints or a TV Licence?

Adrian Hoole, Debi Bester, Kate Harding, Paul Sturniolo, Arabel Thomson and Peter Kirk

This campaign for the BBC sought to persuade students that they needed to buy a TV licence. This paper covers three campaign periods from 2003-2006, all of which had the objective of educating students about the need for a TV licence, warning them of the consequences of not having one, and persuading them that they will get caught if they evade.
Agency: Proximity LondonAuthors: Adrian Hoole, Debi Bester, Kate Harding, Paul Sturniolo, Arabel Thomson and Peter Kirk

BBC – 50 Pints or a TV Licence?

BACKGROUND

Students are an important acquisition target for TV Licensing. The law states that each separately occupied dwelling in the UK where TV is being watched needs to be covered by a licence – and that includes a room in a hall of residence. The consequences of watching TV without one can involve prosecution, a court appearance and a £1,000 fine. And students are by no means exempt.

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