Media campaign: Build Your Digital Fitness.
Click by click – Information and education campaign for the development of digital skills in Poland
Theme: Promoting digital careers
Phase and Stage: DIGITAL – Early career
Action: Awareness Raising
Beneficiaries: Girls only, Women only, Parents, Adults
Users: Policy makers, Education providers, Private companies, NGOs/Society
The “Build your digital fitness / shape. Click by click.” campaign was financed through the National Recovery and Resilience Plan (KPO) and implemented as part of the National Programme for the Development of Digital Skills, adopted in 2023 by the Council of Ministers. The campaign was broadcast between April and July 2026, following preparation and planning that began in 2025.
The overall objective of the campaign was to encourage different target groups to develop their digital skills independently, as part of lifelong learning, and to build interest in and motivation for acquiring or enhancing digital competences, given the benefits they bring for career prospects and quality of life.
The campaign consisted of five components:
- Digital skills of citizens
- Professional digital competencies
- ICT specialists
- Women in ICT
- Cybersecurity for entrepreneurs and managers
The proposed best practice refers to the Women in ICT component of the campaign.
THE CHALLENGE
The Women in ICT component addressed several interconnected challenges:
Encourage girls and women to choose ICT career paths.
Break stereotypes about social and professional roles of women and men, and about aptitude for ICT professions.
Highlight the benefits of working in ICT: a stable, prospective and satisfying career across almost every sector, well-compensated jobs, and the possibility of work-life balance.
Raise awareness of the attractiveness and achievability of ICT careers for women.
OUR SOLUTION
The campaign developed a dedicated Women in ICT component supported by a national multimedia communication strategy.
A dedicated website was created, including steps to becoming a digital expert, training opportunities, a self-assessment test, an individual training plan, and materials in Polish sign language with audiodescription.
Before launch, the campaign concept was tested through two focus group interviews with women aged 16–18 and 20–24, using an animatic and disaster-check methodology to assess message clarity, idea acceptance and disqualifying elements. The concept was well received, with no disqualifying negative elements identified.
The media strategy was built around three pillars:
Paid Digital Advertising across online newspapers, TV, radio, social media, Google, Spotify and Discover.
Content Marketing, including dedicated editorial content and video materials.
Influencer Marketing, engaging five women influencers to reach women aged 18–45 through Reels, TikTok videos and Stories.
The primary goal was to reach the maximum number of women, boost project recognition and build awareness, while the secondary goal was to drive engagement and clear calls-to-action, including visiting the website, taking the online test and reviewing the available materials.
OUTCOMES
The campaign was evaluated through CATI telephone interviews with 1,000 respondents (Poland, aged 16+).
The results showed that:
10% of respondents recalled encountering the campaign.
74% of those who saw it rated it positively.
People exposed to the campaign showed more positive attitudes toward digital technologies, digital-skills development and ICT professions than those with no contact with the campaign.
Among respondents exposed to the campaign:
59% would advise ICT careers to women, compared with 35% among those with no contact.
14% would consider a career change to ICT, compared with 6% among those with no contact.
85% found ICT careers attractive for women, compared with 70% among those with no contact.
71% disagreed with the statement that ICT professions are unsuitable for women, compared with 62% among those with no contact.
Despite its short broadcast window (April–July 2026), the campaign achieved a solid recall rate, strongly positive reception among those reached, and measurable, favourable shifts in attitudes toward ICT careers. Overall, the results indicate that the campaign was successful in meeting its awareness and attitude-change objectives.
LESSONS LEARNED
The concept testing produced positive results before launch. The campaign identified the following strengths:
Sound underlying idea.
No prior campaigns on this topic.
Strong potential to stand out.
Clear message understood as encouragement to be yourself, be brave, and explore new technologies.
Accurate reflection of the real gender imbalance in tech and of young women’s genuine concerns about coping in ICT fields.
The campaign also demonstrated that a combination of paid digital advertising, content marketing and influencer marketing, supported by a dedicated online platform with practical resources, can successfully increase awareness and positively influence attitudes towards ICT careers for women. The post-test results confirmed that exposure to the campaign was associated with more positive perceptions of digital technologies, digital-skills development and ICT professions, indicating that the campaign met its awareness and attitude-change objectives.
