The challenge
The UK’s move from analogue to digital landlines put around 2 million telecare users at risk. People who relied on landline-connected alarms and fall detectors could lose access to life-saving support if their devices weren’t correctly migrated.
Many of those most at risk were older, vulnerable or living alone, and less likely to be confident with technology. Our challenge was to explain a complex technical change in simple terms, without causing unnecessary alarm, and drive one clear action: contact your landline provider for help with the digital switchover.
Our solution
We built the campaign around a simple insight: the people who most needed to act might not be the people most able to act alone. So, alongside telecare users, we targeted the friends, family members and professionals who support them – giving them the knowledge to help others take action.
We conducted research with our audiences and stakeholders to shape a creative approach that was clear, reassuring and action-focused. Our hero film used a relatable community character to encourage people to look out for one another, making a serious issue feel more human while keeping the urgency clear.
We then brought the campaign to life across TV, print, out-of-home, social and digital, with toolkits and assets for partners like charities, local authorities and healthcare organisations to extend its reach.
The campaign was a huge success, cutting through with one of the UK’s hardest-to-reach audiences. 9 in 10 UK adults and landline dependents agreed it clearly communicated the steps they needed to take. Among those who recognised the campaign, 54% had already taken action by the mid-wave, compared with 38% of those who hadn’t. Most importantly, the campaign helped protect vulnerable telecare users by turning a complex and potentially alarming change into clear, practical action.
