This high-profile strategic programme is funded by the Scottish Government, UK Government, BT Group, local authorities, and the EU European Regional Development Fund. With the aim of bringing high speed fibre broadband to homes and businesses across Scotland, it is a pivotal part of the Government’s plan to make the country a world-class digital nation by 2020.
The terrain and dispersed population of Scotland’s more remote areas poses some complex challenges, and this programme has involved installing approximately 800km of new fibre infrastructure and 400km of subsea cabling.
Brand Innovation’s role is to help the Digital Scotland team develop communications that will drive awareness and uptake of fibre broadband across the country. This has involved creating website copy, case studies, newsletters, brochures and other communications that dramatize the benefits of fibre broadband for both a consumer and a business audience.
Cabinet Secretary Michael Matheson commented: “Our Digital Scotland Superfast Broadband programme achieved its target of extending fibre broadband access to 95% of homes and premises by the end of 2017. We announced the single largest public investment ever made in a UK broadband project – some £600 million through the ‘Reaching 100%’ project. It is a commitment, and a programme, entirely unique to Scotland.”
Initially engaged to write the copy for our Programme brochure, Lynn File has quickly become invaluable for her ability to communicate complex technical ideas in language that is simple and clear for the lay person to understand.
In addition to helping us with copy for our articles, Lynn has researched and written up numerous case studies for the Programme, as well a number of more technical factsheets. Lynn is very professional in her approach, and always responsive, turning things round very quickly when required.
The qualities I particularly value in Lynn File are her ability to work from a minimal brief and the speed with which she responds to any feedback or changes. I wouldn’t hesitate to recommend her.
BT – Programme Manager, Digital Scotland Superfast Broadband