By Jude Palmer

The web is now a central part of modern society. It helps people access health services more easily, it enables individuals to save money, it improves educational attainment, boosts social mobility and promotes social inclusion.

Yet a significant proportion of the population still don’t use the internet. Most of them are over 65, disadvantaged or on low incomes. And it is often these groups that are most likely to need frequent access to public services.

But why does this final third remain offline? There is an array of digital participation schemes out there, all encouraging vulnerable groups to use the web as part of their daily lives. Programmes like Race Online 2012 and UK Online are making good progress but they often require groups to be proactive and go along to their local library or UK online centre to try the web.

Access to the internet has improved dramatically for older people in recent years but there are many other barriers that need to be addressed. Vulnerable groups often don’t have the motivation or confidence to sign up for an internet course or visit their library to get online. They might not see the internet as relevant to them or they might be fearful of trying something new. Maybe they’ve heard scare stories about internet security or feel unsure because of their lack of computer skills.

It’s these barriers that are preventing 9 million people from embracing the internet and last year a new social marketing programme tackled these barriers head on. Developed by social enterprise Digital Outreach, managed by Ofcom and commissioned by the Department for Business Innovation and Skills, ‘Get Connected, Get Online’ took the internet to existing community events – sheltered housing resident meetings, darts clubs, quiz nights, keep fit classes. Vulnerable people already attended these events and they felt relaxed in such familiar venues, amongst people they know and trust.

Web sessions were delivered not by anonymous trainers but by session leaders or local volunteers trusted by the groups. Session leaders already knew the interests of their groups and showed them parts of the web that were of direct interest.

This technique of embedding information, advice and support into community events and activities is called ‘embedded outreach’. It has already been shown to bring about long term behavioural change through the digital TV switchover campaign, where Digital Outreach has used the approach to raise awareness of switchover amongst 600,000 people who are older, disabled, have mental health conditions or speak English as a second language.

The Department for Business, Innovation and Skills wanted to test whether this embedded outreach technique could be used successfully to change older people’s attitudes to using the web and the results were significant.

Over 77 per cent of participants reacted positively to the web session when it was delivered by someone they already knew, and 62 per cent reported that having the session take place as part of their group meeting encouraged them to find out more about the web. 64 per cent of respondents said that taking part in the session helped them to see the personal benefits of the internet. Over 67 per cent of participants went on to make a positive behavioural change as a result of taking part.

Digital Outreach is now using this embedded outreach model to communicate with hard to reach groups in a range of new projects including a public health campaign.

Download the full Get Connected, Get Online report at: http://www.digitaloutreach.org.uk.

About the author

After eight years at IBM UK, Jude Palmer worked for a national charity and then for recycling organisation WRAP. She is now Head of Operations for Digital Outreach, managing all programme support officers and regional managers to deliver a range of community outreach activities across the UK.

About Digital Outreach

Digital Outreach is a social enterprise that specialises in communicating with hard to reach groups. It was set up by Age UK, Community Service Volunteers (CSV) and CEL Group to deliver large-scale community outreach programmes throughout the UK.