Google’s #TogetherOnline To Introduce More Women To The Internet

Google India has launched a new initiative called #TogetherOnline to promote its program for growing digital literacy among women– Helping Women Get Online (HWGO)

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Search engine giant and probably the largest internet company, Google India has launched a new initiative to promote its program for growing digital literacy among women– Helping Women Get Online (HWGO). The initiative titled or rather hashtagged #TogetherOnline will be run in association with corporate partners: Snapdeal, Axis Bank, HUL and GSK.

As per the company’s press release, the nine-week along initiative will witness a number of activities across India. A concert with Farhan Akhtar will raise awareness amongst the youth in metro cities. Axis Bank will host special digital literacy workshops for women customers in their branches across India. Snapdeal will run awareness campaigns amongst its shoppers and educate women on the entrepreneurial opportunities on their platform.

The program has a dedicated website ‘HWGO #TogetherOnline‘ which features success stories of women who have leveraged the power of the internet. The Content Partner for ‘Helping women get online’ is PopXo, which will provide  information on easy to follow steps for day to day living in various categories like Daily Utilities, Health, Finance and Beauty. To take the initiative to the interiors of India, Google will also launch custom designed 500 Internet carts that will reach out to 5,000 locations to engage women in towns and villages across India.

Launched to coincide with International Women’s Day, Google and associated partners are leveraging the social internet to spread the word. While Google is asking people to take a pledge to bring their mothers, sisters, aunts online, Snapdeal ran a contest using the campaign hashtag #TogetherOnline. Content is driving viewers to the campaign website.

HWGO was launched in November 2013 as Google’s digital literacy initiative to empower women through the internet. After a successful first phase that saw a rise in the number of women using the internet growing to 35 per cent as against 31 per cent by men, Google then launched a social campaign in 2014, in association with actor and director Farhan Akhtar’s initiative MARD (Men Against Rape and Discrimination). The jointly promoted campaign called ‘ReachForTheSky’ generated awareness around the need to get women online and also encouraged existing users to help get more women online, and spread awareness on ‘Gender Equality’ and ‘Women Empowerment’.

At the heart of the initiative was Chulein Aasman” a song sung by Farhan Akhtar and singer-musician brother duo, Salim-Sulaiman. Chulein Aasman was about female emancipation, a song about freeing women from the roles that they have been coerced into playing for centuries. It garnered over a million views within two days of being uploaded on YouTube, and now stands at 3 million+ views.

For a company that thrives on the internet, having more women access the world wide web is a business objective. And one that is also benefiting the country – under HWGO, Google has imparted basic Internet training across 950 educational institutes training over 45,000 girl students and over 5,000 teachers who can continue to educate and inform more girl students across India.