999 Design have created the launch communications for the new, innovative BBC ‘First Click’ campaign.
The two-year, cross platform campaign is designed to encourage the estimated 9.2 million people in the UK who have never used the internet to take the first steps to get online and to learn how to use and enjoy the benefits of the internet.
As one of the design agencies on the BBC Roster, 999 were commissioned, after a three way pitch, to create the brand look and feel and help launch the campaign nationwide.
John Speight, Design Director of 999 London states: “It was really important to address the issue head on and crack perceptions – people feel daunted and put off by the prospect of learning how to get online and become overwhelmed with information they need to start using computers.
“So, the idea at the heart of our campaign was ‘Get online one click at a time,” which then set the tone for the style of the interactive learner guides and visuals throughout – small bite size pieces of information with little copy and straightforward visuals. We even commissioned a binder that would make it easy for people to access the information.”
999 Design developed the bi-lingual practical kit for both teachers and learners, which included a set of comprehensive step-by-step interactive guides and lessons designed to help the reader engage whilst they learn. The look and feel was also applied to the launch materials which included environment graphics, posters, large format POS standees and dispensers.
Aileen Geraghty, managing director at 999 Design London, commented: “The internet is such a widely used phenomenon, however there are still people out there who see it as a challenge to navigate and understand.
“The main focus behind our work for First Click was to ensure that the branding and supporting materials were as undaunting and easy to understand as possible. It was important to stimulate both the teachers and the learners with visually engaging materials and to create an enjoyable experience whilst learning. We want the benefits of being able to surf the web to shine through and give people confidence in their learning abilities.”
The First Click promotional campaign is running on BBC One and Two, Radio 2 and 4 and on BBC Local Radio in the BBC Nations and Regions.
As part of the media literacy campaign First Click, popular current affairs programme ‘Rip Off Britain’ follows Gloria Hunniford as she learns how to get online for the first time. The programme, which returns this month, shows people how to use the web to save money.