Campaign Purpose
In the UK, if you watch or record live TV, or download or watch BBC programmes on iPlayer, you MUST be covered by a TV Licence. It's the law and you can be prosecuted and fined for breaking it. To uphold the law, our Pulse campaign sends out letters to approximately 1.4 million unlicensed addresses every month. Every month we patiently explain the need to be properly licensed, including the consequences of breaking the law. And every month, despite a respectable ROI, most of the recipients still ignore us. Proof that this is a very tough audience— one...