March 31st, 2010 by Geoff
As part of Google’s commitment to the government’s digital inclusion initiative Race Online 2012. The government aim with the program is to put everyone online by the end of 2012. At the forefront of this campaign is entrepreneur and co-founder of lasminute.com Martha Lane Fox who intends to get 10,000 charities and British businesses to back up and distribute these leaflets.
The Google leaflets will contain information on basic online tasks such as communicating with friends and will be distributed through organizations and charities who work with the digitally excluded. According to digital inclusion task force more than 10 million adults in the UK have never used the internet. These include unemployed and elderly people who the Race Online campaign is aimed at.
Although Google does not intend to use this as promotion for their own services. Google has used offline advertising before when they launched Google Chrome through comics. In addition to the offline method Google will also create a website and should reach a million people by 2012.
According to Lane Fox the campaign will ‘create profound economic and social change and will mark a step change for the country as a whole’.
Other corporate partners for Race Online such as BT has pledged to get at least 100,000 people online by encouraging staff to ‘Pass IT’ and through online centers.
Retail chain Comet has also promised to offer in-store training for older first time web users in its pledge to ‘Pass IT’ while MacDonald’s will introduce an IT module to its corporate training scheme.
Other corporate businesses such as BSkyb, Moneysupermarket.com and TalkTalk will all be supporting the initiative.
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