In a bid to tackle the skills gap affecting the digital communications industry BIMA, the national trade association for digital organisations, runs a programme that inspires young people to pursue digital careers.

Digital Day, or D-Day, sees BIMA introduce leading digital professionals into schools and colleges. The students take part in activities that give them a taste of the creativity and skills that would be required of them if they were to move into digital careers.

At one of these events, held last week, representatives from Microsoft, Creative Skillset, and Bright Lemon, a socially conscious digital agency, visited Hackney Community College to share their personal experiences with the students. The day began with discussions between the digital professionals and the young adults and led into group activities where the students were required to imagine and design their own app or connected device.

The initiative, set up by BIMA, in association with The Drum, was created in the knowledge that the digital industry needs and recognises talent, and is therefore likely to employ young people.