Don't Disconnect Us

www.dontdisconnect.us

The Client:

TalkTalk, the UK’s largest Internet service provider, took a keen interest in Lord Mandelson’s Digital Economy Bill.  The company did not agree with the bill’s proposal to disconnect Internet in homes that infringed on copyright laws.  With the potential of losing some of its customers, TalkTalk wanted to protest the bill.

The Brief:

The “Don’t Disconnect Us” campaign was spearheaded through TalkTalk’s PR agency, Citigate Dewe Rogerson. We were approached to create a grassroots-style campaign site that would capture the public’s attention, inform them about the bill, and galvanise them into action.

The Solution:

WordPress software was used to provide the site with a superior Content Management System (CMS).

A colourful graphic was created to show in six easy-to-understand steps how the proposals would work.

Graphic links to a 10 Downing Street petition and “38 Degrees,” a site assisting voters with lobbying their MPs, were developed. An online poll, and a moderated comments section also encouraged hundreds of people to have their say.

An integrated social media campaign helps develop an organic community feel, raise the site’s online profile, and stimulate conversation.

Bespoke plug-ins for a competition and voting system were also created. The competition, judged by actor and TV presenter Stephen Fry, asked entrants to submit music videos protesting the bill. Visitors were able to view the videos and vote for their favourite entry.

Although the Digital Economy Bill did pass, the site was considered a success due to the volume of visitors it received and the public response it inspired.