Better broadband - improving lives and

livelihoods

Government broadband programme To ensure the UK has the best broadband network

in Europe by 2015 so that Citizens across the UK able to make the most of the

web, for example by o saving moneyo keeping in touch with friends and family more o better educational outcomes for children/

opportunities to work from home or build skills to improve employability

Small businesses able to diversify and expand by fully exploiting digital opportunities

Go ON UK • New charity chaired by the UK Digital Champion

Martha Lane Fox • Has taken over the baton from Race Online 2012 with two key objectives Everyone online – with world leading levels of

digital capability

Every organisation digital – with the capability to develop and deliver better services and increase participation

Why is this important?

Extending opportunities for all

Can be liberating space for people who in offline life face many disabling barriers(Childers & Kaufman 2009) Online work

Volunteering

Creative Activities

ShoppingBanking

Leisure occupations

PoliticalSelf –

Advocacy

Education

Internetpossibilities

Developing local Go ON campaigns

• To support local people to recognise the benefits and build their motivation, confidence and skills to fully exploit the web

• Most effective when focused on a local place and tailored to local need

• Aim to provide sustainable support over the time • A network of local digital champions to support

family, friends, neighbours, colleagues

Communities • many-fold• overlapping• not all geographic

Supporting communities to benefit

key elements Go ON campaigns

• Recruit a broad range of local partners to promote the benefits of the web through trusted intermediaries

• Encourage partners to recruit digital champions to support the communities they reach

Partnerships

• Broad umbrella term - local people willing to support family, friends, neighbours, colleagues to recognise benefits of web and build their skills so they can benefit

• Range from export champions supporting SMEs to grow new markets to digital neighbours offering support in local communities

Digital Champions

• Essential to promote the benefits the web can bring by telling the story of how the web has changed peoples lives

• Specific campaigns can help to keep champions active e.g. give an hour . Could be built into any activity or programme - be creative. Encourage the local media to promote the benefits by providing great case studies that tell a compelling story

Marketing + Media

Go ON Liverpool 2011-12 • Over 80 local partners across the private, public and community

sectors. supported campaign Strong political support from leader + all local councillors

• Each partner promoted a specific , targeted benefit message appropriate + meaningful to the local people and businesses they reached

Partnerships

• 1,500 digital champions were recruited and supported by all 80 plus local partners . Wifi map created across city to promote public places where champions could take action

• BBC National Give an Hour campaign Oct 2011 aimed to recruit 500,000 digital champions across UK .10,000 actually recruited but > 1,000 from Liverpool

Digital Champions

• ONS household survey tracked Go ON Liverpool campaign to assess impact. 29.1% (104,000) adults in city never gone online at quarter 2 2011 reduced to 17% (60,740) by quarter 2 2012. Biggest reduction anywhere in the UK.

• Partnership is continuing to grow and campaign has sustained over a year.

Measuring Impact

What made the difference? A stretching target (to reach 25,000 in year 1)

motivated partners Focused on a local place. Local people helping other

local people Strong support from all city councillors, the Leader,

Liverpool Chief Executive + the Chamber Over 80 local partners supported the campaign and

promoted through their channels Over 1,500 digital champions were recruited and

inspired to get active across the City

How you could help • Could you inspire the children and young people

you work with to get involved?

• Schools and similar are mini communities - could you organise a mini Go ON campaign to support young people and their families gain more benefit from the web?

• Only 20% of charities in the UK are online – could you encourage charities you have contact with to recognise the improvements and efficiencies the web can offer?

Contact details

Natasha InnocentDemand stimulation lead BDUK Natasha.innocent@culture.gsi.gov.uk