Home’s six-figure ’Seize the DIY’ campaign will incorporate TV, radio, press, roadshows with the channel’s brand ambassador Craig Phillips, and third-party tie-ins with Clinton Cards and Best magazine.
The campaign aims to teach the nation five basic DIY skills: painting, using power tools, decking, flooring and tiling.
Home channel head Claire Laycock says: “We’d been looking for something we could use as a call to action for Home. It was time we pointed out what it stands for.”
Home reaches an average of 1.3 million viewers each week. It was the most popular UK lifestyle channel by audience share in 2010, ahead of UKTV’s Good Food and Discovery Home and Health, according to BARB.