ITU Telecommunication Development Sector (ITU-D) study groups provide a neutral contribution-driven platform where experts from governments, industry and academia gather to produce practical tools, useful guidelines and resources to address development issues. Through the work of the ITU-D study groups, ITU-D members study and analyse specific task-oriented telecommunication/ICT questions with an aim to accelerate progress on national development priorities.

The communication strategies are extremely important for a successful Analogue Switch-Off (ASO). Bearing that in mind, the present chapter aims on collecting some useful experiences of establishing the communication planning for the ASO process, which include among other tasks structuring, in a coherent and coordinated way, all marketing and communication strategies, such as communication campaigns (mass communication ads and other relevant means), and other means to inform the public, such as call centers and websites.

This chapter has the objective of presenting informational campaigns aimed at delivering specific information to the public through various means, for example, the analogue channels by insertions in the programming of specific material that both inform the user and motivate the consumer to migrate to digital reception, and also by providing call centres, web sites and other informational-systems.

The following chapter aims at presenting some experiences on implementing media campaigns for reaching consumers in a mass scale. A massive media campaign is a very effective way of reaching the population and promoting consumer awareness. Several countries used this strategy to inform the population.