The switch from analog to digital television was a major Australian Government initiative that had implications for Australia’s 8.7 million households. In 2013, the switchover scaled from regional Australia (2010-2012) and tripled in size and complexity because it needed to reach the remaining unconverted in seven capital cities within a year. While advertising played an important role at the outset of the campaign, by 2013 awareness had reached saturation levels (95%) so the role of PR was critical to ensure hard to reach audiences were ready in time.

The goal was for PR was to ensure the smooth transition to digital-only television through a targeted campaign that raised awareness (95%), understanding (90%) and achieved conversion (95%). Target audiences were the remaining unconverted (elderly, disabled and vulnerable) and stakeholders that influenced them.

The PR strategy focused on: key messages that addressed the audience’s barriers and drivers; effective engagement of stakeholders and media; creative stories and events that drove coverage and maximising digital technology to scale the campaign. The campaign was implemented concurrently across seven Australian state capitals and regional and remote parts of Australia (6.5 million households).

By December 2013, 98% of 8.7 million of Australian households had successfully and smoothly switched to digital television….and importantly no-one was left behind. The campaign was acknowledged as a resounding success from both sides of the Australian Parliament and key stakeholders. The campaign also exceeded targets for awareness at 97% and understanding of switchover at 93%.

The campaign was implemented concurrently across seven state capitals and regional and remote parts of Australia (6.5 million households) between April and December 2013.

Each region had unique characteristics and required deep media and stakeholder mapping. To maximise the chance of amplification via existing stakeholder and media channels, rich and engaging content (vox pops, video case studies, B-Roll and audio grabs) and creative story angles were created and tailored for each audience and region. Direct approaches were made to stakeholders and media in every region to inform and engage them to share the content to help reach the unconverted. To facilitate the huge increase in campaign scale, a dedicated, self-service newsroom - the Digital Ready Media Centre - was built.

For one of the final switchovers in Sydney a large stakeholder thankyou event was organised for 200+ people that was hosted by the Minister for Communications.

By December 2013, 98% of 8.7 million of Australian households had successfully and smoothly switched to digital television….and importantly no-one was left behind.

The campaign was acknowledged as a resounding success from both sides of the Australian Parliament and key stakeholders.

The campaign exceeded targets for awareness at 97% and understanding of switchover at 93%.

Media and stakeholder results:

• The quality and quantity of media partnerships resulted in securing over 1,214 pieces of TV, radio, print and online coverage

• The quality and quantity of stakeholder engagement enabled the engagement of more than 2,765 national, state and community organisations with 90 per cent sharing content through their networks

• 213 pieces of rich content produced to support the campaign, hosted on the Digital Ready Media Centre, achieved 27,000 downloads

• Only 2.3 per cent of affected households called the Digital Ready Information Line to seek help about the switchover