Tuesday, June 24, 2014

Case Study No. 1398: Unnamed Female Librarian (EveryoneOn)

Digital Literacy - Stacy :30
0:30
Today, the Internet is a prerequisite to complete homework, search for and apply for a job, connect with family and friends and access government programs. Low-income and minority Americans disproportionately find themselves on the wrong side of the digital divide and excluded from the $8 trillion digital economy and all of its benefits. More than 80% of FORTUNE 500 companies post their job openings online only and require online applications. Fifty percent of today's jobs require technology skills, and this percentage is expected to grow to 77% in the next decade.

The EveryoneOn campaign aims to support the 62 million Americans who do not have the digital literacy skills they need to succeed and help them understand the relevance the Internet has in their lives. Whether it's finding a job, helping their children complete homework for school or accessing e-commerce, electronic medical records and connecting with distant family, it is vital that we encourage every American to take advantage of the tools they need to succeed.

By calling 1-855-EVRY1ON or vising www.everyoneon.org, users have access to a zip code search tool to find free computer and internet training classes in their area.
Tags: EveryoneON Digital Literacy Ad Council PSA
Added: 1 year ago
From: adcouncil
Views: 1,173

[scene opens in a public library, as a woman is staring at a computer screen (the footage is shown from the POV of the computer's webcam) while an African-Amercian female librarian (short dark hair, large earrings, white sweater, black blouse) stands behind her]
LIBRARIAN: So, what you wanna do is ... Have you already enrolled?
[cut to the woman slowly typing, as "This is Stacy, hair stylist, mother" appears on screen]
LIBRARIAN: You're doing fine.
[cut to another shot of the woman staring at the screen, as "First-time internet user" appears on screen]
STACY: What did that just do?
[cut to another shot of the librarian pointing at the screen, as "Her teacher" appears on screen]
STACY: Select?
LIBRARIAN: Select the drop-down menu.
[cut to another shot of the librarian instructing the woman, as "The goal: pay bills online and save (time)" appears on screen]
LIBRARIAN: You're already enrolled.
[cut to another shot of the librarian pointing at the screen]
LIBRARIAN: Example here ...
[cut to a shot of the two laughing]
LIBRARIAN: Don't panic.
[cut to another shot of the librarian instructing the woman]
LIBRARIAN: And you're ready to make your payment.
[cut to another shot of the woman typing, as "Processing ... " appears on screen]
LIBRARIAN: Submit.
[the librarian crosses her fingers, then cut to another shot of the woman smiling]
LIBRARIAN: There it is!
STACY: Oh my god!
["Transaction complete :) :)" appears on screen]
STACY: I really can't believe I did it!
[cut to a shot of the woman holding her hands over her mouth in disbelief]
STACY: That's awesome!
LIBRARIAN: Good for you!
[she laughs, then the scene fades to white, as "Get online. Find a free class near you" appears on screen]

Everyoneon dot org
1-855-EVRY1ON

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From adcouncil.org:

CAMPAIGN SPONSOR: Connect2Compete

CAMPAIGN OBJECTIVE:
Promote the importance of digital literacy skills and increase access to free computer and Internet training classes.

BACKGROUND:
Low-income and minority Americans disproportionately find themselves on the wrong side of the digital divide and excluded from the $8 trillion digital economy and all of its benefits. More than 80% of FORTUNE 500 companies post their job openings online only and require online applications. Fifty percent of today's jobs require technology skills, and this percentage is expected to grow to 77% in the next decade.

CAMPAIGN DESCRIPTION:
The EveryoneOn campaign aims to help the millions of Americans who do not have the digital literacy skills they need to succeed and help them understand the relevance the Internet has in their lives. Whether it's finding a job, helping their children complete homework for school or accessing e-commerce, electronic medical records and connecting with distant family, it is vital that we encourage every American to take advantage of the tools they need to succeed.

By calling 1-855-EVRY1ON or visiting www.everyoneon.org, users have access to a zip code search tool to find free computer and internet training classes in their area. The website also includes information on computer basics, job searches, accessing government resources and how to connect with friends and family.

TARGET AUDIENCE:
Adults who are non- or limited internet users, with a specific focus on minorities. Consideration is also given to varying levels of digital literacy.
(English and Spanish speaking)

DID YOU KNOW:
* 1 in 5 Americans consider themselves non-users of the Internet.
* 80% of teachers give homework online.
* According to the Federal Communications Commission (FCC), digital literacy is one of the top three reasons Americans don't use PCs and the Internet, with 46% of non-users responding that they lack the necessary skills.

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From nytimes.com:

Q. I know there have been a lot of discussions here about the oversaturation of some ads on TV, but I have to ask: What's up with the spot showing two women using the Internet for the first time? I see it all the time, on all channels, and at all times of day. Are there really that many people out there who have never used the Internet and who are likely to be swayed by this spot? How much is the budget for this campaign?

The whole thing flummoxes me. It just seems a waste of airtime and money, not to mention they are among the most annoying commercials I've ever seen. It's 2014 - who isn't online, especially of an age/demographic represented by the actresses?

The spot looks to be a joint venture between Connect2Compete and the Ad Council logo. Here's a link to the TV spots; I've seen Stacy and Alex and they always play together.

A. Thanks, dear reader, for your question, which I forwarded to Ellyn Fisher, a spokeswoman at the Advertising Council in New York.

The campaign is called EveryoneOn, Ms. Fisher writes in an email, "and it was developed by the Ad Council and Connect2Compete, a national nonprofit that aims to bridge the digital divide by providing high-speed, low-cost Internet, computers and free digital literacy classes to Americans."

The campaign "was created to help the 62 million people in the U.S. - one in five - who consider themselves nonusers of the Internet," Ms. Fisher says, adding: "How does this impact their lives? Digital literacy skills help people search for jobs, connect with relatives, access money savings and, over all, improve their lives."

The public service announcements "were developed pro bono by the advertising agency Y&R," Ms. Fisher says, "and are running in time and space donated by the media." The ads "direct audiences to www.everyoneon.org, where they can use a ZIP code locator tool to find free digital literacy training classes and links to best-in-class online training resources," she adds, "and, through a nationwide network of partners, the campaign offers access to digital literacy programs in more than 21,000 libraries and training centers."

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