Map the Gap

We all have a digital skills gap.
What’s yours?

Background

ALL DIGITAL, Huawei, and EY partnered to create a White Paper on digital skills and talent in the EU. They needed a creative launch campaign that will engage both young people and policymakers to get their attention on the issue and raise awareness about the digital skills gap.

The Approach

We came up with an umbrella concept for a campaign focused on a personality quiz with 6 distinct personas: the Clumsy Creator, the Lost Investigator, the Silent Communicator, the Disconnected Programmer, the Exposed Protector, and the Confused Problem-solver. We delivered a comprehensive campaign brandbook with personas descriptions, weekly content (newsletters and articles) and visual execution. Media outreach and a comprehensive stakeholder mapping sustained the campaign strategy.

The Quiz

The Result

The whole campaign was a success and resulted in an insightful launch event, which included a youth debate on the topic of digital skills. We exceeded our attendance goals by 30%, with half of our attendees being EU policymakers and media – our key audience groups. Over 1200 people took the quiz, including MEPs, media, and policymakers, exceeding our initial goal by 25%. We received praise for the organisation and creative campaign from many key stakeholders, including MEPs. The event was also covered by key EU media such as Euractiv, The Parliament Magazine and EuroEFE.

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