Fishburn Hedges

05.05.2010

The influence of advo-mates in reaching hard-to-reach audiences was a key finding to come out of our recent Front Room, when we discussed the issue of digital exclusion with a group of people who are not yet online.

The research group identified the advo-mate as someone who not only encourages them to explore new horizons, but also helps them to overcome the practical barriers they face in doing so.

Different reasons, similar problems

The reasons vary for why many people are not yet online, and so the solutions are also likely to be very different:

“I’ve never had to bother as I’ve had other things to do.  I’m sure I’ll embrace it but I get all the things I need without it.” (Derek, 67, retired)

“My wife is online and she does everything.” (Bob, 61, own company)
     
“I’m worried that sending information into space is a bit dangerous.” (David, 55, adult education teacher)

“I feel that I need to learn more.. I don’t feel properly connected.” (Trisha, 44, self employed)

“Help” is often a disservice

Very often, close friends and relatives have tried to help encourage novices to get online by showing them how easy the internet is to use by doing things for them.

Our research group, though, thought that this was very often a disservice, because in helping out it removed the imperative for them to take their fledgling steps themselves.

“I am not driven… because I have others to sort it out for me… if I would not have my daughters I would have to learn.” (Derek, 67, retired)

The emergence of the advo-mate

Hence, the helpful role of the advo-mate, someone who will encourage and offer “tough love” in equal measure has emerged. 

They will encourage novices, usually relatives or close personal friends, to take their first steps, but draw the line at stepping in when the going gets tough, thus forcing them gently to climb the learning curve.

Wider perspective

While our research focused on encouraging people to go online, we can see a lot of parallels for other skills-based change campaigns to identify and reach the people who will champion, help and critique.