Close on the heels of a heart-warming ad campaign for Google Search in India, involving two friends and the backdrop of the 1947 partition, the Internet giant has launched a campaign that goes beyond mere advertisements. Google India has launched a campaign called Helping Women Get Online, through which it hopes to bring 50 million women in India on the Internet.
Google says that with 200 million Internet users in India and growing, we’re about to become the second largest Internet market in the world, overtaking the US. However, it has been seen that only one-third of the online users currently in India are women. The company says that multiple researches and studies have shown that having access to the Internet can be a boon for Indian women and will help them fight against challenges like lowering maternal and infant mortality rates, low GDP rates in the country and poor standard of living and status in the society.Helping Women Get Online is going to be an initiative which aims to create awareness about the benefits of Internet for women, educate them on how to use the Internet and enable easy access points for the women in the country. The initiative has a dedicated website and a toll free helpline number 1800 41 999 77 in India. One can call the project if they have any queries regarding the Internet. Partnering the effort are organisations like Intel, HUL and Axis Bank, who have committed to drive this initiative through joint outreach efforts including Internet training in their digital literacy efforts. Intel is also going to launch an app for Android called “Easy Step” aimed at women. The app will be available on the Google Play Store soon.
The website provides information to women
Google has also partnered with a few companies in order to create and share content relevant to Indian women on the website. These include the likes of Johnson & Johnson, Indiatimes.com, Healthkart.com and Babyoye.com. IMRB has also come on board as research partner for the initiative and will help track the impact this project has on women.
Behind this programme is an initiative Google India conducted in Rajasthan. In the villages of Bhilwara, Google concluded a digital literacy programme, for girl students between the age group of 13 to 18 years of age, housewives as well as working women. Basic Internet training content was created in Hindi to help the women understand how they can use Internet in their day to day lives. The activity panned across two and a half months covering over 300 educational institutes, 500 households, more than 50 villages and the Bhilwara town. Women were trained on basic Internet applications such as search, videos and email. Google says that it will use the learning from the pilot and the collateral to replicate it across other villages and towns, especially to help rural women get online.
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