The Race Online 2012 campaign has launched a manifesto outlining its plans to get the UK online and calls for help from the mainstream media
This article was migrated from an old version of our website in 2025. As a result, it might have some low-quality images or non-functioning links - if there's any issues you'd like to see fixed, get in touch with us at info@journalism.co.uk.
The media industry has been challenged with portraying a more positive message about internet use in a new campaign to get the UK population online.
In a mission statement, Manifesto for a Networked Nation , launched today, Race Online 2012 outlines its plans to get millions of UK residents using the internet before 2012. Led by UK digital champion Martha Lane Fox, the campaign will advise the government on how to speed up efforts to get the population online and benefiting from internet use.
The media should include more positive messages about internet use, particularly in mainstream, TV programming and marketing, says the manifesto.
"Industry and media partners should develop specific strategies to communicate the positive benefits of the internet to 10 million potential new online consumers," it says.
"Non-users are unlikely to be inspired by traditional technology marketing that advertises the features of new devices and broadband connectivity. To attract new users we need the benefits of the web to be communicated much more effectively in the media and in industry advertising. We need to do more to segment and target marketing and the communication of benefits to specific groups, such as older people and adults on low incomes, and ensure that messages can be found in the media and places that these groups use."
Online media and other business that are already using the internet should act as an inspiration to non-internet users, the manifesto states.
Media organisations already partnering with the Race Online 2010 include the Internet Advertising Bureau, Google, Trinity Mirror and Telegraph Media Group.
In its pledge, TMG says: "Telegraph Media Group will, through its publications, networks and groups, highlight the moral and economic imperative for the wider community to tackle the issue of digital exclusion. It will also encourage its 50,000 strong Business Club members to sign up to Race Online 2012 and pass IT on to offline employees, families and friends and provide resources to help their local communities do the same."
