Over the past 12 months, developing young people's design and digital skills has become a priority for both the creative industry and the government, but there is progress yet to be made.

Last year, BIMA identified one of the main obstacles to teaching digital skills – resources and knowledge on the part of schools. In the attempt to bridge the gap between schools and the nation’s thriving creative industry, BIMA launched D-Day in October 2012.

Digital Day, which saw mass participation across the country last year, will feature 100 agencies heading out to schools to engage with 4,000 children on 10 October for the second time.

Andrew Henning, CEO of Redweb and D-Day’s fearless leader says, ”The digital economy is a key driver for growth in the UK. Despite this there is a lack of information and understanding about career opportunities within the digital sector. As an industry that is finding it increasing difficult to recruit, BIMA believes it needs to raise awareness to not only bridge the current skills gap but to ensure the country has a rich source of digital talent coming through.”

Abi Ellis, creative director at Digitas LBi, one of the event’s main supporters, adds, “I was lucky enough to take part in D-Day last year, and I my mind was blown by the originality, inventiveness and unbridled creativity of the young people I met. It was awe-inspiring. So, it's a learning experience all round, and I go with the expectation I'll be meeting the future Grande Fromages of digital. It's a pleasure to share what we know today, to help them on their way.”

Private code clubs have become popular among technology-oriented schoolchildren as this generation of digital leaders imparts skills upon potential newcomers. The PRCA also seeks to reach young people and encourage entry into communications careers. The new school outreach programme, launched alongside the joint PRCA-CIPR Careers in Public Relations project, encourages PR professionals and agencies to reach out to local schools by providing information, skills and facilitating discussions about public relations.