Implementation and Management Approach
The first phase of the project started in March 2011 with the launch of www.deixtous.gr and an extensive above-the-line campaign. The whole communication language is "fresh" and "funny", in order to inspire the young generation.
The Deixtous webpage provides some basic learning tools (video tutorials and guides) to help young people teach older friends and relatives at a time and place convenient for them. This informal training platform assists in the quick and cost-free transfer of digital skills, while it also gives different generations the opportunity to communicate and spend time together. It has a fun element with a special contest of "stories" uploaded to the website.
The above-the-line campaign (TV, radio, press, internet banners, cinema, metro & social media) lasted 3 months (March-May) and achieved significant coverage of the total population in Greece (11 million inhabitants): 4,8 million people in the target group 18-54 were exposed to the TV ads, 570 thousand visits in the Deixtous website and browsing 1.5 million pages, 280 entries in the Deixtous contest, 550 volunteers submitted in the website, 65 000 views of the Deixtous youtube channel, 1960 facebook friends of the Deixtous page and 159 followers in Twitter. We had very positive and encouraging feedback for the campaign across all channels. While NBG has a strong social capital accumulated in a parallel history with the Greek state for 170 years, the Deixtous campaign was perceived as a bold and innovative move.
In May-June 2011, the pilot Deixtous courses were held in two municipalities of Athens and instantly proved to be very popular with volunteers and "pupils". A specialised NGO on elderly people "50plus Hellas" has provided support in terms of consulting with tips on how to transfer knowledge. From November 2011 and up to now, 4-week courses take place in NBG's two i-bank concept stores in Athens and Salonica. More than 60 young volunteers, coming from the Bank and externally, and around 120 elderly people have already lived this experience (November 2011- March 2012). The ECDL Foundation also supported the Deixtous courses initiative by providing training material (Equalskills booklet). The Facebook page is still live and covers the story of the courses in order to disseminate the message and provide the example that everyone should follow at home.
A website (www.deixtous.gr) has been developed by an external partner, which worked as a pivot point of the campaign. Training of the elderly people is mainly on Windows and a popular browser, depending on the choice of the trainer/volunteer.