Karmarama created the CTRL Your Future campaign for the Institute of Coding, which offers courses in digital skills. The aim was to inspire more diverse young people to enter the tech industry – currently only 16% of the UK’s IT specialists are women, and only 11% of IT directors are from the BAME community.
The key audience identified was 15 to 18-year-olds, who are already swamped with schoolwork and educational expectations. In order to make the IoC stand out, Karmarama created a new brand look and creative platform, alongside a series of assets to be released primarily on social, featuring 22 influencers.
Four hero collaborators were chosen to act as brand ambassadors to call on the next generation to get involved via inspiring content, virtual experiences and IRL events. These included non-binary collective Digi-GXL, London Gaymers, Stemettes, and the Digital Fairy.
The campaign generated coverage across national, consumer and regional press, plus wide reach across social media. By November 2020, one month into the campaign, there was a 775% increase in visits to the course catalogue.
Creative Director: Jamie Mancini
Social & Influencer Lead: Katie Hunter
Senior Account Director: Laura Sprinks
Account Manager: Ruth Evans
Senior Account Executives: Nina Kadhaya, Gina Deen