Organisation type
Charity/third sector
Sector
Disability, diversity, equity and inclusion
Education, training and skills
Service
Good Things Foundation asked Barley to boost awareness and use of Make It Click — an online platform designed to help people build confidence and competence with everyday digital tasks. With digital centres closed during COVID-19 lockdowns, there was a growing need to support individuals who were offline or struggling with essential skills.Our brief was clear: promote digital inclusion, inspire people to take action, and signpost practical resources for individuals and small business owners looking to increase their digital skills.
We set out to raise the profile of Make It Click at pace, combining strategic insight with targeted delivery across content, paid media and PR.
We began by developing detailed audience personas — including NEET young people, furloughed workers and small business owners — to understand motivations, barriers and opportunities for digital skills behaviour change. Using channel planning tools, we identified the strongest media mix for each group and deployed tailored ad cycles across TikTok, Facebook and Google. This ensured efficient reach and maximised relevance.
To humanise the campaign, we created video case studies featuring people already benefitting from Make It Click. Their real stories provided authenticity and helped demonstrate how digital skills can unlock new opportunities.
PR added a further layer of impact. Our polling of furloughed workers revealed that seven in ten feared for their job security and were actively seeking ways to improve their skills. This insight underpinned our first news story and generated strong national interest. For small businesses, we spotlighted the launch of the new Make It Click digital hub, offering timely support as they navigated the challenges of the pandemic.
Our combined programme of organic content, targeted paid activity and earned media drove significant uptake. We delivered more than double the original target for website visits, ensuring thousands more people could access high-quality digital support when they needed it most.
Extensive national and trade coverage strengthened Make It Click’s credibility, while our tailored messaging helped individuals and small businesses feel confident in taking their next step online. The campaign made a tangible contribution to promoting digital inclusion during a critical moment.
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