“Map the Gap” – Best in Awareness, Lobbying and Events

We are super proud of the recognition of our work at the Association Excellence Awards in London as our “Map the Gap” campaign won in three categories:

🥇Gold in the Best Awareness for a Cause Campaign

🥉Bronze in the Best Lobbying Campaign

🥉Bronze in the Best New Event by an Association

Huawei has joined the European Commission’s Pact for Skills to help build digital skills and talent development for a new digital Europe – in light of the upcoming 2023 European Year of Skills – and we are very proud to have played a role in this journey.

With high-tech gadgets all around us, not everyone acknowledges the growing digital skills gap and its effect on our lives. How could we unite users, producers and policymakers toward a better digital future? 

That was exactly the challenge Huawei, All Digital and EY brought to Savion Ray’s table, as they partnered to create a white paper on digital skills and talent in the European Union. This partnership enabled us to develop a creative communication strategy that not only led to a successful campaign but also got us international recognition and praise from both stakeholders and industry experts. 

Engaging consumers, producers, policymakers, and the awards jury requires a strong approach. What was our move? 

To hook both young people and policymakers we designed the “Map the Gap” digital skills gap quiz and put it at the core of the umbrella campaign. We came in with 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. 

The fun yet informative personas allowed for creative and engaging content for newsletters, blogs and social media. Coupled with media outreach and stakeholder mapping, as well as constructively engaging youth in the public debate on digital skills, the campaign was a huge success.

• We exceeded our event 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%. 
• The event was covered by key EU media such as Euractiv, The Parliament Magazine and EuroEFE.

Curious about our approach? Quiz yourself to find out your digital persona. You might have a bit of fun. We certainly did at the launch event. 

Thinking about how can your complex issues cut through the noise and get EU policymakers on board? 

How can we help? Ask Bisera and Jeta.