The digital divide is a reality that affects millions of people and threatens to become a new form of poverty. Because, although digitalization has become a lifesaver and a source of opportunities, it can also be an insurmountable barrier. That’s why at Implícate we love to join initiatives aimed at closing this gap and making technology accessible to everyone, especially the most vulnerable groups.
Digital divide vs. egalitarian future: Fight!
The digital divide is no stranger to almost anyone; it has a very real impact on our lives, especially for those who already face difficulties. Imagine not being able to access the Internet, not having the skills to use a computer, or simply not being able to afford a basic device. That’s the reality for many people, and it’s what we call the digital divide.
But it is much more than just a lack of access to technology. The digital divide affects various population groups and also involves the lack of digital skills needed to interact with it effectively. Thus, people living in rural environments, those from disadvantaged socio-economic backgrounds and the elderly often come to mind. However, a growing problem is the lack of digital skills among the younger generations, who, despite being “digital natives”, have many limits in the advanced and critical use of technology.
The truth is that the digital environment requires technical and cognitive skills for searching, processing and evaluating information, as well as for safe interaction on online platforms. The lack of digital literacy prevents these people from developing the necessary skills to participate fully in an increasingly digitized society. This has direct implications on their labor market insertion, academic performance and social participation, increasing the inequalities that already exist and creating new forms of digital exclusion.
The importance of digitization for vulnerable groups
Things are clear: at this point, digitization is not just an advantage, it is a necessity, especially if we are talking about vulnerable groups. Accessing online training, carrying out administrative procedures, finding employment opportunities… digital inclusion opens doors that were previously closed.
That is why there are many projects to promote digitization especially oriented to those who need it most. The challenge? To impact those people who are not digitized so that they can make use of the resources offered by organizations and administrations and thus make the most of these opportunities.
This is where communication comes into play. Designing an effective advertising campaign is key to clearly transmit the value of these digitization projects. At Implícate, we have collaborated with several organizations to reach these audiences in the closest and most understandable way possible.
Success stories: social communication campaigns to promote digitization
In recent months, Implícate has participated in several campaigns focused on the digital divide. Here are some examples:
Fundación Secretariado Gitano: digitization arrives.
Actualíza_TEC is the FSG program focused on promoting digitalization to boost social inclusion and reduce the digital divide within the Roma community. This project seeks to offer training and digital tools to Roma people to improve their opportunities in the labor and educational market, facilitating their access to technology and promoting the development of essential digital skills for today’s society.
FSG contacted us to make this program known to the gypsy population and, to do so, we proposed the concept of digitization, as the process of digital transformation and growth among the gypsy community. From creativity, we talked about the gap and impossible encounters, with a series of videos showing conversations between two characters separated by a ravine. Through this visual metaphor we want to represent the distance, apparently unbridgeable, between the gypsy person, with no digital skills, and another character that represents his goal: a job, a training, an administrative procedure…
https://www.instagram.com/reel/C0wKlDbBIna
COCEDER: #GeneratingOpportunities
COCEDER needed to communicate the digital transformation campaign that the organization was carrying out. In addition, that brought along with it the actuality of its corporate identity, which we have also been in charge of at Implícate. The concept? #GeneratingOpportunities, because the rural is not empty, it is full… of culture, traditions, trades, wisdom, life, nature…. Who said Spain emptied out 😉
Innicia: the A360! platform for the digitalization of the third sector
Innicia needed to publicize the unique digital space for social entities it had just launched. The A360! platform is destined to be a before and after in the third sector, and it has been a challenge to collaborate in its dissemination. The organizations that make up Innicia relied on Implícate to set up an entire communication strategy, including a campaign website and events throughout Spain. Because if there is one thing we know about, it is marketing for NGOs.
