The Daily Mirror is a national daily tabloid newspaper, founded in 1903.
In October 2011, the paper published an eight-page supplement, designed to support the build up to the “Go ON Give an Hour” campaign. The supplement was sponsored by Sky, Three, the Post Office, and Age UK. It sought to recruit digital champions and highlight the benefits of the internet, and included articles on internet safety, online shopping, broadband promotions and smart phone adverts.
Approximately 3.3m people read the Mirror, over 1m of whom are classified as D or E socio-economic groups. Almost 1m are aged over 65. The readership profile is representative of the offline population in the UK, making the newspaper an effective communication tool for the hard to reach. However, the majority of readers (like the majority of the UK population) are internet users. They are receiving messages designed to recruit digital champions, and some will sign up to help others.