#MapTheGap
Client: Huawei
Agency: Savion Ray
Web Development: Mokka Studio
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 concept that could engage both young people and policymakers to get their attention on the issue and raise awareness about the digital skills gap.
I guided the team in developing an umbrella concept that would cater to the client’s objectives, by organising brainstorms and leading research. Inspired by the long lasting interest in personality quizzes by the Millennial and Gen-Z generations, we developed a personality quiz with 6 distinct personas each reflecting a different digital skills group.
I created the art concept, character design and description of each persona - vibrant, quirky characters with bold shapes and colours that could make the audience smile and relate to, when getting their result after 12 simple questions.
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 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.
Later in the year, the #MapTheGap campaign would be recognised at the Association Excellence Awards, winning 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
