Launch of First Click
In partnership with Race Online 2012, UK online centres,
Libraries, Age UK, Digital Unite, the Post Office and other
partners, the BBC has launched First Click, a major new media
literacy campaign to encourage the estimated 9.2 million people in
the UK who have never used the internet to take the first steps to
get online. With a focus on reaching older audiences, the campaign
aims to target some of the 60% of over 65 year olds who have never
been online.
A three-week First Click promotional campaign on BBC One and
Two, Radio 2 and 4 and BBC Local Radio, launched on Monday.
http://www.bbc.co.uk/pressoffice/pressreleases/stories/2010/10_october/11/click.shtml
The campaign has been developed following extensive research to
ensure that both the marketing approach and learning materials
produced, really deliver what the target audience wants. A key
insight being a claimed lack of interest in the internet frequently
masked other barriers, such as lack of confidence in using it or
even a dislike of formal learning. The campaign seeks to reassure
people that they’re not alone in thinking they might be too old or
unskilled to learn how to use the internet. Marketing trails
feature a Freephone number to call: 08000 150 950. Managed by BBC
Learning in partnership with Next Step, the line will be open 8am
to 10pm, 7 days a week, from Monday 11 October.
Programme support.
The BBC’s TV and radio output will be supporting the campaign
with programmes and activity to explain to audiences the benefits
of using the internet. Local radio and regional TV are producing a
range of features and editorial coverage.
Peggy Archer in Radio 4’s long-running radio drama The Archers
will learn to surf the web and Radio 2’s The Jeremy Vine Show will
also be getting in on the act. BBC Local Radio stations in England
will also be taking part in, or broadcasting from, special Get
Online Week events. Popular current affairs programme Rip Off
Britain returns to BBC One in November. This series of Rip-Off
Britain aims to help viewers make informed choices about the best
deals including a number of web related consumer issues; offering
advice and showing viewers how to use the web to save money. The
series will follow presenter Gloria Hunniford as she learns how to
get online herself for the first time at her local library. The
series will promote the First Click Advice Line freephone
number.
On The One Show, on Monday 11th October, Sir Terry Wogan was
shown helping a retired member of the public to get online for the
first time – and Linda Robson appeared on the sofa, talking about
her recent experience learning to use internet. Linda had a short
learning session in a local library last week in Islington and
talked positively about that experience to help inspire others.
Following the success of BBC School Report News Day, this
October local School Reporters in Scotland will work with older
members of their communities, inspiring them to develop their own
news reports and upload them online. Both Radio 2 and local radio
across the UK are dedicating a week of programmes from the 18th
October to First Click. On Weekend Wogan next Sunday, October 17,
Sir Terry will reveal the first in a series of fun videos by Radio
2 presenters, highlighting the benefits of being online. The Jeremy
Vine show will have topical discussions across the week on his show
and will be catching up with the listener he helped get online back
in March. The week’s programmes will culminate on Friday with Steve
Wright talking to Martha Lane Fox, the UK's digital champion, about
her drive to get more of the UK population online. Local radio are
producing a series of features and following First Click
ambassadors in the regions, including Stuart Hall, Willie Thorn and
Linda Nolan, as they go online for the first time.
New online resources
Take a look at the First Click website www.bbc.co.uk/firstclick it’s
the place to go to give beginners a good introduction to using
computers and the internet. The First Click website features a
revamped BBC WebWise, which has over 130 feature and comment
articles from respected authors, animated videos of key concepts
and http://www.bbc.co.uk/webwise/
A new online tool called MyDisplay is also soon to launch, it
will help people with accessibility needs have a better experience
online. MyDisplay will allow users to customise the colour, font
and size of text by setting preferences for use across the BBC
website, depending on their needs.
For more information about the events the Vale of Glamorgan
Libraries are running in conjunction with First
Click see our Classes and Workshops page.