Campaign breakdown - UK Online Centres

Agency: The Red Consultancy Client: UK Online Centres Timescale: August 2008 - July 2009 Budget: Six figures

 

THE LOWDOWN

UK Online Centres is a government funded network of web centres based in deprived communities across England with a remit to help people begin using the internet. Red was chosen to run the campaign after a four-way pitch process managed through the Central Office of Information.

- Who is being targeted?

Families and the over-fifties are being targeted to show them what they can do on the internet. UK Online Centres managing director Helen Milner said: 'There are still one in three adults in this country who cannot, will not or do not use the internet. What is more, those already at a social or financial disadvantage are three times more likely to be the ones missing out on the opportunities, benefits, conveniences and savings the internet can provide.'

- Why is the Government doing this now?

The work supports the key government agendas of social and digital inclusion, adults skills and employability, and transformational or e-government.

THE TACTICS

Red will focus on three core projects. Firstly, Get Online Day in October will raise understanding of how digital skills can save families time, hassle and even money. The next two campaigns will focus on the over-fifties. Red proposes to 'speak in the audience's language to inspire them', using case studies and strategic media partnerships.

- Any potential pitfalls?

'This is a really hard-to-reach audience,' admits Red director Isobel Coney. This means that the potential for wastage is high - and those case study examples could also be difficult to locate.

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