Challenge

The tech workforce still shows a clear underrepresentation of society with only 19% of female workers and 15% from BAME backgrounds.

Digital is engrained in our culture, but the lack of diversity in the sector inevitably creates technology that excludes many groups of people. So we needed to find a way to address these issues head-on and tackle these uncomfortable societal truths by empowering our audience.

In addition to the diversity challenge, we needed to directly target Gen Z with relevant content that would encourage them to play an active role in rebooting the industry through education.


How we helped

Social listening revealed three main passion points for our audience; fashion, activism and gaming, so we uncovered fundamental problems in each of those spaces. Firstly, fast fashion is marketed to environmentally conscious young people, yet has a giant carbon footprint, Secondly, one of the world’s most popular past times, gaming, actually excludes a proportion of disabled people with its design. And finally, as AI technology leaps forward, it’s still being taught bias across gender, race and accessability.

404 Not Found was built from asking one pointed question about an uncomfortable truth that affected digital and wider culture.

To do this with authenticity and merit, we needed to focus on the views and experiences of thought leaders within their industries, highlighting deeply-rooted issues and how these can be addressed through better diversity and inclusion in the digital sector. We would do this over three specific episodes on: AI, gaming and fashion.


What happened next

Each episode featured three collaborators per specialism tackling a single question:

1) How do we address bias in AI?
2) Is gaming accessible?
3) How can digital tech make fashion more sustainable?

Filmed by an all-female video production team, Girls in Film, 404 Not Found featured diversity advocates such as Charlene Prempeh, founder of A Vibe Called Tech and ‘fibro warrior’ Stacey Rebecca.

To maximise reach we then amplified the content with a paid media strategy on owned channels, promoted it via collaborators’ own channels, and sold the series into youth and culture media.



Success

The content series reached 164k views and 35k engagements and 237k views and 466k impressions on Twitter.

The hard hitting commentary on the issues rose a few eyebrows but it spoke directly to the people who mattered - our Gen Z audience and we saw that, 94% of comments were overall positive:
• “This is legit why I want to code”
• “what an amazing opportunity to highlight the possibilities of sustainable future for fashion.”

We secured 28 pieces of coverage, landing a total reach of 220,119,007.

In total, the series contributed to a 775% uplift in visits to the IoC course catalogue and a six-fold increase in course sign ups.


220m

Reach