Period of implementation of the project:

September 2019 – present

Challenge: 

Tasks

1. To promote the development of mobile literacy among the older generation.
2. To bridge the generation gap by providing the opportunity to communicate using a smartphone.

Challenges

According to the research conducted by the company, more than 50% of Ukrainian retirees are Kyivstar customers. As of the 2nd quarter of 2020, 49% of Kyivstar customers aged 55+ were using smartphones, most of them not using the mobile Internet, because they did know how. Research has also revealed that most children provide their parents with smartphones, but the younger generation lacks time to help them learn to use gadgets.

Solution: 

In September 2019, Kyivstar launched the first online school of mobile literacy, which was designed to help the older generation learn to use smartphones and take full advantage of them. The Smartphone for Parents course consists of 10 interactive video tutorials that help to learn about all the features of a smartphone and study the basic software. The course is available to all users regardless of their mobile network operator.

Quality education and digital literacy issues are in the focus of Kyivstar CSR activities. On February 26, 2020 a course “Smartphone for parents” was launched on the National Digital Literacy Platform “Diia.Digital Education”.

A special project “Connection of Generations” was launched in cooperation with the morning show “Сніданок з 1+1”. In addition, a campaign with bloggers was launched on Instagram. Prior to the COVID-19 pandemic, a number of offline events were held together with the charitable foundation “Lifelover”.

To make the access to the course more convenient for consumers, in most Kyivstar stores there is a text version of lessons available in the form of a printed guide “Smartphone for parents”, which is the brochure version of a corresponding online course.

Results: 

The total coverage of the project amounts to more than 15 million Ukrainians.

More than 150K unique visitors of the online school portal.

More than 100K views of video tutorials on Youtube.

300+ workshop visitors.

Category: People

Applicant: Kyivstar

About the company: 

Kyivstar is the largest telecom operator in Ukraine, serving 25.4 million customers. The company provides communication and data services based on a wide range of mobile and fixed technologies, including 3G and 4G.

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