Get ready. Get digital. Stay connected is is laser-focused on the people most at risk of being left behind. Not just from their telecoms services, but from their communities and the people they rely on. Keystone had to ensure that they didn’t just receive the messages, but they understood what to do, and felt supported and confident enough to take action.
59 libraries across Cambridgeshire and Peterborough have been stocked with over 8,000 pieces of printed support materials, to help the key audience prepare for the Digital Switchover. And advertising space on the back of four mobile libraries is taking the main campaign message “Is your landline ready?” to over 500 stops at villages and communities across the county.
Keystone knew the primary audience could feel daunted by rapid technological change and also knew that misinformation was rife. The messaging avoids jargon, focuses on empowerment and offers simple but practical support. Gentle encouragement to ask for help from a friend, family or neighbour highlights where support can be gained from trusted sources.
Local organisations have also been equipped with the resources to share the campaign materials within their own networks, again, offering delivery of our campaign messages from a trusted source.
Thanks to a strong visual identity led by Keystone's in-house Head of Creative, as well as simple messaging and a community-first approach curated by Keystone’s in-house Head of Communications, the campaign is helping more people across Cambridgeshire feel ready, confident, and connected for the imminent digital switchover.
