red

Red's campaign for UK online centres helped older women 'feel fine online'.

The 'feeling fine online' campaign for UK online centres aimed to give older women more confidence using the internet after research showed that one in five women aged 45 years + had never used the internet, and a quarter went online just once a month or less.

To front the campaing, Red recruited popular TV actress, Gillian Taylforth, after hearing about her own difficulties using the internet.  Gillian visited her local UK online centre and learned the basics of the internet and before long was completely hooked!

Gillian conducted several high-profile broadcast interviews, including with BBC Breakfast and the Alan Titchmarsh Show, as well as an interview in the Daily Express. We also ran paid-for editorial across four issues of Women’s Weekly showcasing how one woman had benefitted from her UK online centres training.

Since the campaign launched, almost 10,000 people called the 0800 77 1234 number to find their nearest UK online centre.

This campaign was a finalist for a PR Week Award 2009 (Public Sector category).