Brief

H/Advisors Cicero had supported the Government Affairs function to undertake an audit of parliamentarians on what issues mattered to them, with social mobility coming out as the top topic for engagement. As such, Accenture asked H/Advisors Cicero to design a campaign around social mobility, specifically focused on digital exclusion, which is both relevant to Accenture’s business offering and where it has well-established charitable partnerships.

Strategy & Execution

H/Advisors Cicero created an insights-led campaign to understand the current challenges around the digital divide across the UK, and those groups at greatest risk to digital exclusion. We looked to re-define digital exclusion beyond simply having access to the internet, and instead assess how confident people were with leading digital lives.

Our research included conducting a nationally representative survey of the UK public, via telephone interviews to reduce risk of bias from online surveying. We also held seven in-depth interviews with key partners to Accenture, including the Good Things Foundation and Stay Nimble.

H/Advisors Cicero undertook all copywriting for the report, adding in spotlight sections to highlight the work Accenture is already doing to reduce digital exclusion and championing the importance of social mobility across the UK.

Results

Accenture’s Digital Divide report was launched in May 2022, with the published version accessible here, including recommendations for both Government and industry. H/Advisors Cicero then worked with the Government Affairs team to pull together a policymaker stakeholder list and tailored messaging to socialise the report and set up follow-up meetings with policymakers across the UK, focusing on those areas where Accenture is a major employer – such as Newcastle and Manchester.