Government launches community IT with £3m campaign

Department for Education and Employment (DfEE) and COI Communications are launching a community computer centre service with a £3 million advertising campaign.

Department for Education and Employment (DfEE) and COI Communications are launching a community computer centre service with a £3 million advertising campaign.

The TV and print campaign, through D'Arcy, supports the launch of UK online centres, which are part of a government commitment to get the nation online. Centres offer access to internet and e-mail and are located in libraries, colleges, shops and mobile centres.

The campaign features two 40-second ads "Steve" and "Marcus", and four ten-second ads. "Steve" depicts a young couple who are trying to plan a holiday. The woman knows holiday details are available online but thinks her partner will be reluctant to use a computer. But without her realising he has been to a UK online centre and arranged a romantic break.

In "Marcus" a mother tells a friend that her son has signed for a professional football team, thanks to his grandfather's influence. While his mum talks, the ad cuts to Marcus nervously going into a UK online centre and learning how to e-mail a picture of himself in football strip to his grandfather.

D'Arcy's work for the UK online centres is a separate campaign to the branding work for the overall UK online initiative, which was awarded to Ogilvy & Mather last October.

Kate Hopkins, account director at D'Arcy, said: "The barrier for most people is they think that computers and the internet are too far removed from everyday life. Our campaign is about challenging this by showing our different target audiences how being online can be really relevant and helpful."

The campaign is written by Roger Holdsworth, art directed by Phil Chitty and directed by David Garfath through Paul Weiland. Media is through MediaVest.





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