National Day of Action empowers young people to consider working in digital with help from Primark and Royal Mail
London, 9th November 2022: BIMA, the UK’s digital & tech trade body, today announces the launch of Digital Day 2022. Today marks the 11th annual BIMA event, aiming to help plug the UK digital skill gap and inspire students to explore a career in the digital world.
This year’s Digital Day is sponsored by digital innovation leaders EPAM Systems whose clients Royal Mail and Primark will provide challenges and briefs for the students to work on. These challenges are grounded in real world problems – such as accessibility, inclusivity, and sustainability – and are designed to help students understand how digital can positively impact day-to-day live. The challenge set by Primark encourages students to explore the role digital plays in supporting sustainability and how it can also improve shopping experiences. Royal Mail is challenging students to create the ‘Digital Doorstep’ of the future, to send and receive parcels in the best possible way.
In tandem, BIMA will run a survey to gauge students’ perceptions of digital and are launching a bespoke parent’s evening for schools with special needs, that focuses on working with students with autism.
Over 10,000 13 to 16-year-olds took part in Digital Day last year, a figure that is expected to increase for 2022 with more than 150 digital and tech companies signing up to participate. On Digital Day, these companies will work directly with their school to help the students solve the challenge.
BIMA has found that Digital Day makes a difference. Over 80% of young people who learnt about digital careers during Digital Day wanted to find out more, and the initiative has become a vital tool in bridging the gap between education and the digital industry, as well as helping to address the growing need for digital skills in the UK.
Shamilka Samarasinha, Global Head of Corporate Social Responsibility at EPAM: “We are extremely proud to sponsor BIMA Digital Day for the fourth year in a row.
At EPAM, we are committed to sharing our knowledge and expertise to empower the digital leaders of the future, and we are delighted to be joined this year by our clients, Primark and Royal Mail, in establishing two unique briefs that challenge students to find innovative solutions using technology across the schools in the UK.”
Sonia Sudhakar, MD, Marketing and Digital at Royal Mail: “We’re delighted that Royal Mail is part of Digital Day this year. Addressing the digital skills gap and inspiring the next generation of tech and digital talent is incredibly important. We’re excited to see how the participants will respond to our challenge of imagining the ‘Digital Doorstep’ of the future.”
Michelle Noonan, Digital Communications Manager at Primark: “Primark are delighted to be taking part in Digital Day. At Primark, we’re committed to changing the way we do business to reduce our impact on the planet and cut waste, as we work towards our vision of making more sustainable fashion affordable for everyone. Digital is so important for us in how we talk to our customers and skeholders and we’re so looking forward to being inspired and seeing what fresh thinking and creativity emerges.”
Matt Sullivan, BIMA’s MD, added: “One of BIMA’s core aims is to address the digital skills gap. We do that through a range of initiatives, but by far the biggest and most far reaching is Digital Day. We’re extremely grateful to our sponsors and partners EPAM, Royal Mail and Primark, and to all the digital brands and agencies across the UK who’ll be supporting young people in their local communities and helping to make the 11th anniversary of Digital Day our biggest one yet.”
Digital Day is part of the range of initiatives run by BIMA. Visit the BIMA Digital Day website for more information: