The Deficit Reduction Act of 2005 mandated that on June 12, 2009, all over-the-air, full-power television stations would discontinue analog signals and broadcast in digital only. Turning 3,000 pages of legislation into an everyday conversation piece meant crafting a national movement of multicultural proportions, so no audience would be left disconnected.
So our team members set out to partner with several consumer organizations & government agencies and started a DTV caucus on the Hill to develop the second largest consumer education campaign in history, sharing the new legislation to prevent any American household from losing its television signal.
Ranging from the border towns of Texas to the Dominican neighborhoods of New York City, we left no stone unturned. We secured more than 8,300 speaking engagements in 18 months and receiving coverage with more than 25 billion media impressions in both English and Spanish.
National Association of Broadcasters