Cannes Lions

LIFE'S SIMPLER WITH INTERNET

EFFECT GROUP, Istanbul / TTNET / 2013

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Overview

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Credits

OVERVIEW

Description

As Turkey's leading broadband operator with high quality internet, television, cinema and telephone services, TTNET assumes a natural leader position in Turkey's transition to information society, and takes social initiative in dissemination of the modern technologies as an enhancer of life and raise public awareness on internet literacy.

TTNET combines a complete array of internet, TV, fixed voice and mobile voice services on a single bill, thus providing a one-stop-shop advantage to its individual and corporate customers through cutting edge technologies. The company’s portfolio provides added value with tailored services catering to SMEs and larger-size businesses.

“Life’s Simpler with Internet” project offers a solution for those who have not been introduced to online life, and those who (might) have missed the digital revolution. While Turkey shows flashy growth in internet usage there is still need for such basic support. Most people are in need of basic information and the means to help them overcoming their reluctance to enter digital world.

To date the project reached to 2,000 people from every segment of the society and provided Turkish women in rural areas more freedom to express themselves. TTNET further expands the project; as the 2013 program has started in collaboration with İzmir Aliağa State Prison. Training in the facility will continue for a month, in order to provide the convicts with hopes of a better future, once they would to re-join the society; as well as means to continue their connection with their loved ones.

Execution

The equipped truck introduces information technologies to the attendants, accommodating 25 trainees and 2 trainers. Training equipment includes notebooks with internet connection, tablet PCs and smartphones. Enhanced by an audio visual system including sound system, LCD screen and projection, an interactive training is given with latest version software and experienced trainers.

The curriculum covers an introduction section and provides basic insight on internet, as well as usage information for communication platforms such as Skype. The 1 week - 10 hours curriculum also includes ways of online trade and shopping, internet security, and even social networking such as Facebook and Twitter. The attendants receive certificates at the end of the training program.

In 2013 the project expands its program by collaborating with İzmir Aliağa State Prison to provide the convicts with hopes of a better future, re-joining the society; as well as means to continue their connection with their loved ones.

Outcome

With the project, the benefiters of the campaign became the role models within their proximity. The diversity of the audience and the nature of the social need to which the project brings a solution is best reflected in applicants' stories; a '72 Years Young' elderly woman started using internet for the first time in her life and opened a cooking blog, a mother had a chance to chat with her son doing his military service, school kids suddenly became top-of-the-class as they can prepare better home works with internet research.

By the end of the year, 696 women, 831 children and 530 men have received training and certificates. And stories on major print and online media outlets reached number of 26m . Further planning for capacity augmentation and volunteer involvement is underway for the project.

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