The Race to Get Online For The London Olympics

In the latest bid to increase online access throughout the UK, Martha Lane Fox, Digital Champion, is heading the Race Online Campaign, which aims to provide internet access and IT knowledge to some 4m people within the poorer sections of society in time for the 2012 London Olympics.

Martha Lane Fox, well-known as the co-founder of lastminute.com, is a firm believer in the power of online presence for society. In fact, she has expressed her thoughts on the connection between internet access and good citizenship; the internet is such a ubiquitous tool in today's world that to be excluded from it results in missed opportunities not only to communicate and interact with the online community, and to benefit from an involvement in cultural and social happenings, but also to save money and access valuable information from the world wide web.

Currently, around 20% of the UK population is thought to be offline; this equates to approximately 10m individuals. The minister for Digital Britain Stephen Timms has already set a target of bringing the benefits of the net to three quarters of them by 2014. The more specific role of Martha Lane Fox will be a key part in the overall success of this project.

Figures reveal that a greater proportion of adults whose earnings total under £11,500 have no access to the internet in comparison with those who fall within the £30,000 plus category. Statistics show that almost 50% of the former group are offline, a figure which falls to just 4% for the latter.

The Race Online 2012 website provides a hub for those willing to contribute to the project, whether they may be a corporation interested in becoming a partner, or an individual taking up the mantle of a Digital Champion. Partners can be any organisation, and can pledge their assistance in a variety of ways, from event promotion to monetary or equipment donations. For members of the public hoping to become a Digital Champion, the premise is exactly the same, but perhaps on a smaller scale.

At the moment, the scheme has enlisted the help of 946 partners whose commitment to help 1,899,318 people (figures from the raceonline2012.org site) get online demonstrates the readiness with which people and businesses are ready to assist the cause.

As well as the moral and charitable aspects of the project, organisers are keen to promote the financial sense of their efforts by outlining 'the economic case' for improved online engagement in the UK. From governmental savings to potential revenue increases for businesses, the campaign covers a range of possible benefits for a range of institutions who sign up.

The premise is simple; online interaction offers a means of either making or saving more money for businesses and consumers. A higher level of internet users is highly advantageous for e-retailers and other businesses online. For consumers, there is the benefits of increased access to information, products and services, not to mention the potential savings to be made.

The big push to improve our national interconnectivity has become a defining factor of current social discourse. It is one of the more achievable and tangible areas in which measurable progress can be made in creating a more open and equal society, in which opportunities are afforded to as many people as possible.  The race online is one we must win before the real games commence.