TV Licensing bids to make students pay

TV Licensing has launched a PR campaign to slash the number of students who evade buying a licence.

The nationwide campaign kicked off this week to coincide with freshers’ weeks.

The campaign involves media and community relations, targeting universities, the National Union of Students and other student unions, which will put up posters on campuses and distribute a total of 290,000 leaflets in welcome packs to newcomers.

Campaign messages will be carried on emails sent from universities to students. PR work on campuses includes putting up banners over parking spaces, signalling that they are reserved for detector vans.

The campaign is being run by agency Fishburn Hedges. FH associate director Chris Reed said: ‘Students take TVs to university and are not aware that they need a licence or think they can get away without one.’

Last year, the number of TV licensing enquiry officers in the UK doubled and the PR campaign is partly designed to promote their existence, Reed added.

Regional media relations has been sub-contracted to Citigate SMARTS, DCL, Brahm PR, Clarke Associates and Quadrant. The campaign is to run until January.

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