The Institute of Coding had a problem. No one knew what they did, what they offered or what they were capable of doing. Launching in October 2019, the ‘CTRL Your Future’ campaign would help to raise awareness of the accessibility and inclusivity problems within the tech industry and start to break down the misconceptions and open it up to a more diverse audience.
In a world of active discrimination through sexist online rhetoric and a lack of relevant role models, we needed to show students in the UK that not only were tech careers worth considering, they were exciting, inspiring and a completely accessible to them regardless of background, ethnicity, disability, experiences or even low self-confidence. The campaign would help to bring to the fore the talent, conversations and successes that would empower a disenfranchised demographic and inspire direct action longer-term change.
With the help of amazing collaborators including DIGI-GXL, The Digital Fairy, Black Girl Gamers, Rifke Sadleir, London Gaymers, Frankie Ward, Tina Touli, Tomi Adebayo and Lottie L’Amour among others we dissected the industry, dispelled the myths and started to change the tech industry from pale, male and stale to a space of possibilities for anyone and everyone.
Karmarama is the UK’s most progressive creative agency now partnered with Accenture Interactive.
We combine creative excellence with technology-inspired solutions. This means we can help clients with their business challenges now, as well as plan for their next business opportunities.