A series of TV Licensing radio ads on BBC Radio 1 and 1Xtra are set to launch this weekend targeting the student community as colleges and universities prepare to return to classes.
Proximity London created the trails for the licensing body in a bid to remind students that they must pay for a TV licence if they watch programmes on their laptops or mobile devices.
Proximity designed the ‘What can you buy for 40p?’ campaign, with voiceovers from Matt Edmondson and Yasmin Evans, to highlight the daily cost of a TV licence.
Catriona Ferguson, head of marketing at TV Licensing, said: “This campaign is targeted at students who may be paying their own bills for the first time as they move into student accommodation.
“Focusing on Radio 1 and 1Xtra’s demographic of younger listeners, the campaign aims to encourage students to recognise the value of a TV Licence and reinforces the need to be licensed whatever device they are using.”
The campaign launches on Saturday 30 August and lasts for two weeks.