A 30-minute call from a prison is seven times more expensive than the equivalent from a BT payphone. Therefore The Prison Reform Trust requested that the National Consumer Council (NCC) look into it. In June this year, the NCC, Scottish Consumer Council and Welsh Consumer Council launched a 'super-complaint'.
- To apply pressure on BT and Siemens by generating high-profile media coverage
- To carefully manage reputational risk - limiting expected negative coverage.
Strategy and plan
As the story carried a reputational risk, personal briefings to journalists were preferred. FT was chosen for its market aspects and The Guardian and The Independent for a social angle.
Measurement and evaluation
On the launch day, positive pieces appeared in the FT, The Guardian, The Independent, Daily Mirror and Daily Star, with interviews on BBC Radio 4 Today Programme, BBC Breakfast and Channel 4 News. More than 30 regional papers covered the story.
An early day motion supporting the campaign has so far been signed by more than 50 MPs.
In July, Ofcom announced it was launching a full investigation and will report later this month.