There were no training programs on how to use mobile phones, even for the villagephone ladies in Bangladesh. But they think training programs are needed in the US. What does this mean for our part of the world?
According to the National Telecommunications and Information Administration, one in five American adults — about 62 million people — do not use the Internet. The 2012 Pew Internet and American Life Project said the main reason these people “don’t go online is because they don’t think the Internet is relevant to them.”
To reach adults who share this sentiment, Connect2Compete approached the Advertising Council last year for help creating a public service campaign “with messages that get at the relevance of the Internet, how you can do something, or do something better that you may already do, by being online,” said Zach Leverenz, chief executive of Connect2Compete.
To that end, the Ad Council and the New York office of Young & Rubicam, part of the WPP Group, created a multimedia advertising campaign that begins on Thursday, a date chosen because its numbers (3-21) stand for a three-two-one countdown to get “everyone on” the Internet. The campaign’s Web site is EveryoneOn.org.
Advertising being distributed by the Ad Council includes a TV spot featuring Reginald, an actual truck driver from California whose instructor shows him how to use a computer, get on the Internet, and buy a plane ticket as a surprise for his wife. “She’s going to love me all over again now,” he says. The spot concludes, “But first, he’s going to surprise himself. Get online. Find a free class near you.”