Pulse Will You Be in?

Background

In the UK, if you watch or record live TV, or download and watch BBC programmes on iPlayer, you need a TV Licence. It’s the law. So, every month letters are mailed out to approximately 1.4 million unlicensed householders, explaining why the recipient needs the licence and what the consequences are of breaking the law. And every month, many recipients still ignore them. The challenge was to find a new way to cut through, get noticed and get opened.