In the Netherlands, ECP Foundation organized together with 20 partners a number of activities to motivate internet beginners and offliners to get online.

The payoff was “You’re never too old to learn.” This well-known old Dutch proverb could easily be customized in order to activate the target group, for instance to check the weather online, or to make an online payment, or to change a password. Thus the proverb could be transformed into hundreds of variations: You are never too old to Skype with your grandchild, you are never too old to learn how to place your photos online, .. to send an electronic postcard, etc.

The campaign included advertising in printed media and on radio, and information (online and offline) provided by the ECP-partners to their audience. Banners, e-mailings, buttons etcetera with logo and pay-off were visible and clickable in media owned by the partners, large companies such as banks, government, not-for-profits, ICT- cable and energy companies. Thus, variations of the advert were seen or heard several times by at least 80% of the Dutch Population.

Currently, about 11% of the Dutch Population are not online, or at least considered not skilled enough to use all the advantages of being connected to the internet. We encouraged this group to step by step experience the advantages of the internet. If they were really unable to get going they could call a tollfree number and receive instant assistance by an experienced volunteer. We offered them also a flyer with addresses in the neighbourhood were they could go in order to follow a course.

The other 89%, those who are well/better connected to the internet, were asked via online media (social networks, newssites) to find in their neighbourhood someone (mother, colleague or friend) who could do with a little assistance and help them with their first log into a dedicated internet training (called aardig digivaardig).

The partners demonstrated via mail and intranet that they supported the campaign. Via an e-flyer they encouraged their employees to help a friend, colleague or familymember to get online. Their own callcentres were prepared to give extra attention to their online debutants. Almost all efforts and media were provided for free.

Thanks to all partner organisations and volunteers we were able to organize a friendly, widely visible, low cost campaign which includes a win for everybody.

We are still counting but we know already that we reached 80% of the Dutch population, we distributed 11.000 paper flyers, the banners were shown an estimated 5.000.000 times. 3.500 people are now close to or already following the internet training or an online beginner course.

 » Download the complete report of Get Online Week 2012 in the Netherlands