Winner: TTNET - Life's Simpler with Internet
The message of this Turkish campaign was pretty simple—and one we all can agree on— “Life’s Simpler with the Internet.”
TTNET—Turkey's leading broadband operator with high-quality Internet, television, cinema and telephone services available for individual and corporate customers through cutting edge technologies—set out to show underserved parts of its country that modern technologies are an enhancer of life; the company also wanted to raise public awareness since ASDL penetration in some parts of the country is measured to be as low as 2%.
TTNET took a creative approach to overcome this problem by developing and introducing a grassroots communication campaign, the Life's Simpler with Internet project, with the Turkish Ministry of Transport, Maritime Affairs and Communications. This strategy allowed TTNET to bind with local communities and create a necessary link between private sector & governmental organizations to increase Internet awareness in low penetration regions.
With the aim of making individuals experience the digital world, a specially equipped truck was designed to travel across Turkey and served up information technologies for the attendants, accommodating 25 trainees and two trainers. Training equipment included notebooks with Internet connection, tablet PCs and smartphones. Enhanced by an audiovisual system including a sound system, LCD screen and projection device, interactive training was given with the latest software and experienced trainers.
A curriculum that covers introduction and basic understanding on Internet, as well as usage information for communication platforms such as Skype, was prepared. The 1 week/10 hour curriculum also included online shopping, internet security, and even social networking sites such as Facebook and Twitter. The attendants receive certificates at the end of the training program.
Thus far, the project has touched the lives of more than 2,000 people, including students, elders, underprivileged men and women, and the convicts at a state prison.
Honorable Mentions:
- Blick & Staff Communications - Energizer Change Your Clock Change Your Battery
- Garanti Pension and Life Company - "Back to School" - Educating not Employing Children
- Memac Ogilvy - Ripples of Happiness
- Molina Healthcare Inc. - Care 4 a Healthy IE
- PRR - What to do to make it through