1. Better broadband -improving lives andlivelihoods

2. Government broadband programme To ensure the UK has the best broadband networkin Europe by 2015 so that Citizens across the UK able to make the most of theweb, for example byo saving moneyo keeping in touch with friends and family moreo better educational outcomes for children/opportunities to work from home or build skills toimprove employability Small businesses able to diversify and expand byfully exploiting digital opportunities 3. Go ON UK New charity chaired by the UK Digital ChampionMartha Lane Fox Has taken over the baton from Race Online 2012with two key objectives Everyone online with world leading levels ofdigital capability Every organisation digital with the capability todevelop and deliver better services and increaseparticipation 4. Why is this important? 5. Extending opportunities for all Can be liberating space forpeople who in offline lifeEducationface many disabling barriersPolitical Online work(Childers & Kaufman 2009)Volunteering Self Advocacy InternetpossibilitiesCreativeLeisureActivitiesoccupations ShoppingBanking 6. Developing local Go ON campaigns To support local people to recognise the benefitsand build their motivation, confidence and skills tofully exploit the web Most effective when focused on a local place andtailored to local need Aim to provide sustainable support over the time A network of local digital champions to supportfamily, friends, neighbours, colleagues 7. Supporting communities to benefitCommunities many-fold overlapping not all geographic 8. key elements Go ON campaigns Recruit a broad range of local partners to promote the benefits of Partnerships the web through trusted intermediaries Encourage partners to recruit digital champions to support thecommunities they reach Broad umbrella term - local people willing to supportDigital family, friends, neighbours, colleagues to recognise benefits of weband build their skills so they can benefitChampions Range from export champions supporting SMEs to grow newmarkets to digital neighbours offering support in local communities Essential to promote the benefits the web can bring by telling the Marketing +story of how the web has changed peoples lives Specific campaigns can help to keep champions active e.g. give anhour . Could be built into any activity or programme - be creative. MediaEncourage the local media to promote the benefits by providinggreat case studies that tell a compelling story 9. Go ON Liverpool 2011-12 Over 80 local partners across the private, public and communitysectors. supported campaign Strong political support from leader + Partnerships all local councillors Each partner promoted a specific , targeted benefit messageappropriate + meaningful to the local people and businesses theyreached 1,500 digital champions were recruited and supported by all 80 plusDigital local partners . Wifi map created across city to promote publicplaces where champions could take action BBC National Give an Hour campaign Oct 2011 aimed to recruitChampions 500,000 digital champions across UK .10,000 actually recruited but> 1,000 from Liverpool ONS household survey tracked Go ON Liverpool campaign to assessMeasuring impact. 29.1% (104,000) adults in city never gone online at quarter2 2011 reduced to 17% (60,740) by quarter 2 2012. Biggestreduction anywhere in the UK. Impact Partnership is continuing to grow and campaign has sustained overa year. 10. What made the difference? A stretching target (to reach 25,000 in year 1)motivated partners Focused on a local place. Local people helping otherlocal people Strong support from all city councillors, theLeader, Liverpool Chief Executive + the Chamber Over 80 local partners supported the campaign andpromoted through their channels Over 1,500 digital champions were recruited andinspired to get active across the City 11. How you could help Could you inspire the children and young peopleyou work with to get involved? Schools and similar are mini communities - couldyou organise a mini Go ON campaign to supportyoung people and their families gain more benefitfrom the web? Only 20% of charities in the UK are online couldyou encourage charities you have contact with torecognise the improvements and efficiencies theweb can offer? 12. Contact detailsNatasha InnocentDemand stimulation leadBDUKNatasha.innocent@culture.gsi.gov.uk