Age Concern ties with tech brands

Marketing 19-Jul-06

Intel, Microsoft and BT have forged an alliance with charity Age Concern in an attempt to tackle the problem of 'digital exclusion'.

The group, known as the Digital Age Consortium, is in talks with several
communications agencies about creating a campaign to demonstrate the
benefits of computers to an older generation.

The work will attempt to address the reluctance by many in this

demographic to learn about computers and the internet.

Intel, Microsoft and BT are already corporate partners of Age Concern,
according to the charity, and it is believed they are helping to fund
the initiative.

Last May the companies teamed up for a week-long 'Silver Surfer'
initiative, which included a series of events giving older people the
chance to use a computer and surf the internet.

Just 28% of people over the age of 65 have internet access at home,
according to Ofcom, compared with a UK average of 57%.