BBC Encourages More People to Go Online With New Ad Campaign
Complementing the Get Online Week national initiative which runs 18-24 October, the BBC has launched a campaign called First Click to target the estimated 9.2m people in the UK who have never used the internet.
Each promotional trail of their campaign will direct the public to a dedicated BBC First Click Advice free helpline where they can get information about beginner computer courses in their local area.
BBC Head of Marketing for Future Media & Technology, Catriona McGrath, commented, "Our single biggest insight (based on a major recent survey) was that 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 is about reassuring people that they're not alone in thinking they might be too old or unskilled to learn how to use the internet."
He added, "We filmed real people who had taken that step online, rather than using actors... By showing our audiences people just like themselves already online and loving it, we aim to demonstrate just how easy it is to get online."