BBC launches First Click - a campaign to encourage people to get online

Our First Click media literacy campaign begins today with a series of short trails on TV and radio, designed to persuade those not online to call an advice line and book themselves on a beginners' computer course.

I have already had a big thumbs up from two key members of our target audience - my own mum and dad. To my shame, neither was online when I started working on First Click six months ago. So, helping them get connected has been a professional and personal joy. I've seen first hand how the internet can enhance lives. The trails are aimed at people just like them - as nearly two thirds of the 9.2 million people who have never been on line are over 65.

The trails, though, are only one part of the First Click campaign. I've been really impressed by the way colleagues right across the BBC have been getting stuck in. Local radio and regional TV will be explaining the benefits of the internet. BBC Learning is providing course material and step-by-step instructions for learners and linking-up with external partners who will provide beginners' computer courses across the UK. We've got a dedicated website, BBC Connect, to give beginners a good introduction to the internet and are planning to launch a new online tool, MyDisplay, which will help those with accessibility needs customise the colour, font and size of text. Radio 2 is dedicating a week to First Click from next Sunday, October 17, and on Radio 4, Peggy Archer will learn to surf the web. We've also had brilliant support from Sir Terry Wogan and Linda Robson.

This is a hugely ambitious project which shows the BBC at its best. We have, under one roof, the expertise and reach to help our audience make the most of the internet - from understanding the benefits to practical support. And our trusted relationship with this audience makes this support all the more powerful. The BBC has a unique mandate to use its TV, radio and online services to do this work. Under its Royal Charter and Agreement, the BBC has a mission to help 'deliver to the public the benefit of emerging communications technologies and services' and also promote media literacy. And it is important that the BBC does all it reasonably can to help licence fee payers gain access to the BBC's online public services.

But we're not attempting to do this alone. When Mark Thompson, the BBC's Director General, launched the media literacy project last October he made it clear that he wanted the BBC to work closely with external partners on this. These partners include Race Online 2012, UK online centres, Digital Unite and Age UK.

We decided to launch First Click to coincide with Get Online Week - a national initiative by UK online centres which runs from October 18 to 24. During this week, there will be more than 3,000 events across the country where people can get online. In addition, local libraries and community centres will be running First Click Beginners' Computer Courses. First Click leaflets will be available in every Post Office across the UK and a special version of the First Click TV trail will be shown in 400 main branches.

Tonight, on The One Show, Sir Terry will help a retired member of the public to get online for the first time - and Linda Robson will be on the sofa, talking about her recent conversion to the internet. Both Radio 2 and local radio across the UK are dedicating a week of programmes to First Click. On Weekend Wogan next Sunday, October 17, Sir Terry will reveal the first in a series of fun videos by Radio 2 presenters, highlighting the benefits of being online. The Jeremy Vine Show will have topical discussions across the week on his show and will be catching up with the listener he helped get online back in March. The week's programmes will culminate on Friday with Steve Wright talking to Martha Lane Fox, the UK's Digital Champion about her drive to get more of the UK population online. Local radio are producing a series of features and following First Click ambassadors, including Stuart Hall and Linda Nolan, as they go online for the first time.

To keep your eyes and ears alert for all the BBC activity encouraging people to get online over the next few weeks. And as you're already online reading this blog, why not do what I did - and help someone take their very First Click.

Martin Wilson is Head of Media Literacy

Watch a series of short trails on TV and radio.

Read Bequi Sheehan's blog post about what Radio 2 are doing to help us get online.