Proximity unveils TV licensing drive

BBC TV Licensing is to target students with a below-the-line campaign produced by Proximity London, which urges them to "practise safe telly".

In a parody of traditional safe sex awareness drives, the campaign stresses the need for students to protect themselves against a £1,000 fine by buying a licence. In accordance with the theme, a mock condom box containing an application form will be given out as part of the NUS goody bag.

The campaign also features posters, inserts in UCAS confirmations and university correspondence and application forms distributed on campuses.

There will also be a mailing to both students on the TV Licensing database and freshly sourced addresses.

Trisha Hynes, the student campaign manager for TV Licensing, said: "We are trying to reach students and people who influence students via as many channels as possible to get the message across. We believe that the creative approach used will appeal to students because it is visually powerful, using language and imagery that they will easily identify with."

The ad was written by Liam Donnelly and art directed by Phil Holbrook.

Proximity London was appointed by BBC TV Licensing in December 2001 as part of the Abbott Mead Vickers Consortium, which includes AMV BBDO, Fishburn Hedges and PHD. The below-the-line account was previously held by OgilvyOne.