Telia Global Services Lithuania wanted to attract 7–9 grade students and teachers to the National IT Challenge, encouraging participation across regions and boosting digital literacy. The key issue: although Lithuania has strong potential in digital skills, students often avoid IT due to fears around math and technical knowledge.

Solution

We created a pilot campaign inviting students to take part in the challenge, solve tasks, and compete for prizes — showing IT not as something intimidating, but as an exciting opportunity. The initiative inspired curiosity, reached schools nationwide, and motivated the younger generation to see IT as part of their future.