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The ³ÉÈËÂÛ̳ today launched a media literacy initiative – First Click Friends – to mobilise and support the millions already using the internet to help others get online.

The ³ÉÈËÂÛ̳'s Director General Mark Thompson launched First Click Friends at today's National Digital Conference. The campaign aims to encourage the thousands of online "digital champions" across the UK to become a First Click Friend by helping a relative, neighbour or friend get online and enjoy the benefits of the internet.

The ³ÉÈËÂÛ̳ has renewed its investment in its First Click media literacy campaign for the next three years. Controller of Learning, Saul Nassé, says: "This is part of our broad vision for learning. Providing the skills to get people online is just the first step – we want them to be able to take advantage of the wealth of resources the ³ÉÈËÂÛ̳ and its many partners have to continue their learning journeys."

First Click is central to the ³ÉÈËÂÛ̳'s ambitions to get more of the estimated nine million people in the UK who currently aren't using the internet online. It launched last October and it is thought more than 100,000 people went online for the first time as a result.

First Click Friends is the next phase of that campaign and is being supported by Countryfile's Julia Bradbury alongside ³ÉÈËÂÛ̳ colleagues Bill Oddie, Jennie Bond and Carol Klein – all keen to inspire those not yet using the internet to take the first step to getting online.

At the heart of the campaign is new web content, , which will showcase a series of inspirational films in which these popular TV presenters demonstrate how they use the internet to pursue their interests and hobbies to enhance their lives.

Julia Bradbury keeps in touch with family and friends via skype and email while working in often remote locations; Bill Oddie pursues his love of wildlife; Carol Klein finds out more about gardening, while Jennie Bond uses it to stay across all the big news stories and latest royal developments.

The site also provides advice and tips to support those wanting to help others; offers assistance to "friends" in finding local beginners' computer courses and provides answers to common concerns like internet safety and how to find the right computer.

Julia Bradbury said: "Being online is absolutely vital to me. It allows me to stay in touch with my family, my friends, my loved ones, even my work colleagues while I am travelling."

³ÉÈËÂÛ̳ research suggests that nearly a third of the UK population have already helped someone get online or shown someone websites to build their confidence. And close to half the UK population say they are likely to talk to a friend or family member about going online in the future.

Notes to Editors

First Click Friends is the next phase of the ³ÉÈËÂÛ̳'s First Click campaign which was launched in October 2010. The First Click campaign aims to encourage the estimated 9.2 million people in the UK (Source: ONS, August 2010) who have never been online to take the first step.

Thousands of people have already successfully completed First Click beginners' courses. Across the UK venues, including local libraries and community centres, are running courses to help people learn how to use computers to access the internet.

³ÉÈËÂÛ̳ Learning has produced new resources for 2011 to encourage people to explore their passions and interests using great ³ÉÈËÂÛ̳ content available on websites such as ³ÉÈËÂÛ̳ Food, Gardening and Nature. The new material will be available at venues running the First Click beginners' computer courses. They are also designed to help recent beginners grow in confidence, and are downloadable at .

Information about beginners' computer courses is available by calling the Freephone advice line, set up by the ³ÉÈËÂÛ̳ in partnership with Next Step, the free careers service for adults. UK online centres in England are also offering introductory sessions. The number to call is: 08000 150 950. Lines are open 8am to 10pm, 7 days a week.

The ³ÉÈËÂÛ̳'s First Click media literacy campaign is being run in partnership with Race Online 2012, UK online centres, Age UK, the Post Office, libraries and community partners

A Digital Champion Network was also launched today by Race Online 2012. Anyone can join the digital champion network. A digital champion is someone who supports their family, friends, colleagues or customers to get all the benefits that the internet can bring. They can inspire people to take their first steps online by telling them about a site or service that matches their interests, showing them how to use the web, and helping people to gain internet access. To find out more and join the network go to .

CR