Natasha Innocent, GoOn

1. Better broadband -
improving lives and
livelihoods

2. 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 money
o 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

3. 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

4. Why is this important?

5. Extending opportunities for all
Can be liberating space for
people who in offline life Education
face many disabling barriers
Political
Online work
(Childers & Kaufman 2009) Volunteering
Self –
Advocacy
Internet
possibilities
Creative Leisure
Activities occupations
Shopping
Banking

6. 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

7. Supporting communities to benefit
Communities
• 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 the
communities they reach
• Broad umbrella term - local people willing to support
Digital family, friends, neighbours, colleagues to recognise benefits of web
and build their skills so they can benefit
Champions • Range from export champions supporting SMEs to grow new
markets 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 an
hour . Could be built into any activity or programme - be creative.
Media Encourage the local media to promote the benefits by providing
great case studies that tell a compelling story

9. Go ON Liverpool 2011-12
• Over 80 local partners across the private, public and community
sectors. supported campaign Strong political support from leader +
Partnerships all local councillors
• Each partner promoted a specific , targeted benefit message
appropriate + meaningful to the local people and businesses they
reached
• 1,500 digital champions were recruited and supported by all 80 plus
Digital 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
Champions 500,000 digital champions across UK .10,000 actually recruited but
> 1,000 from Liverpool
• ONS household survey tracked Go ON Liverpool campaign to assess
Measuring 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.
Impact • Partnership is continuing to grow and campaign has sustained over
a 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 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

11. 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?

12. Contact details
Natasha Innocent
Demand stimulation lead
BDUK
Natasha.innocent@culture.gsi.gov.uk