Initiative “Boosting new computer scientist recruits nationwide”

The future belongs to computer scientists. Industry and the economy are crying out for qualified experts, but they are in short supply. With this is mind, the “Gesellschaft für Informatik” (Society of Computer Sciences) set up an initiative called “Bundesweit Informatiknachwuchs fördern” (BWINF), which translates as “boosting new computer scientist recruits nationwide”, and aims to inspire children and young people about IT.

Background
The name reflects the program. The goal was to awaken a passion for algorithms and computing and attract talented trainees into the sector. In order to achieve this, the BWINF focuses on adolescents as young as 10 years, using computer science competitions and a comprehensive information service, including a web portal and online community, to break down mental barriers and inspire students about the field. Surely, an initiative like this deserved publicity.

Strategy
How does a text message get to your cell phone? How does a navigation system work? And what happened to the winners of the previous IT competitions? rheinfaktor’s PR campaign for the BWINF IT competitions is built on a mix of target-oriented PR work, media co-operations and events. Editorial features emphasized the use of IT in everyday life, while interviews with current and former competitors gave the IT competitions a human face.

Specifically for school newspapers, the communications experts at rheinfaktor staged a digital press conference and organized a nationwide event where thousands of students sent their ideas about the digital future up into the sky on air balloons.

Result
Thanks to its reality-focused, targeted communication, the PR campaign received great feedback from schools and youth media as well as from daily papers and the trade press. A significantly higher number of competition participants showed further proof of the campaign’s success.