Welsh Government: Digital Infrastructure Communications Team
The Welsh Government’s Superfast Cymru project invested over £200 million in building fibre broadband infrastructure across Wales. As a result, the majority of properties can now access superfast broadband. A public target was set by Ministers to reach 50% take-up of services of this new, publicly funded infrastructure by 2023.
To accelerate this aim, the Digital Infrastructure Communications Team planned and implemented an integrated communications campaign aimed at home users of broadband to make them aware of the technology available to them and the benefits of using it. The campaign ran from October 2016 to March 2019, underpinned by external market research and tracked through granular level take-up data.
In October 2016, take-up was at 28%. By March 2019, take-up was at 54%, exceeding the Ministerial target four years early. It is forecasted that funding saved through the Superfast Cymru grant agreement as a result of take-up levels can be reinvested in Wales. This communications campaign has been fundamental, not only to maximise the funding due back to Government but to ensure the citizens of Wales are aware of the technology available to them and its benefits.