Evaluation of WATIFY awareness raising campaign
The WATIFY awareness-raising campaign was launched by the European Commission in 2014. The campaign focuses on digital entrepreneurship and the digital transformation of European industry. Taking its name from the question ‘What if I…?”, the campaign has been implemented in two distinct phases. It has sought to inform SMEs, regional authorities and other intermediaries across Europe about the opportunities presented by digitalisation and how to cope with the challenges. The core actions of both phases included the organisation of events, mobilisation of inspirational figures, an online presence, and the preparation and dissemination of various promotional materials. The main target group in question was SMEs undergoing a transformation or those with the potential for transformation.
In particular, a dimension of non-financial support for companies to foster training was important for WATIFY campaign. This included various types of promotional support dealing with the training needs of companies (particularly SMEs) undergoing a digital transformation. The promotions included awareness raising events and matchmaking events, which were focused on exchange of experience on how to deal with training the workforce within the companies in the light of new technologies being introduced.
The overall success of WATIFY was assessed in terms of the campaign’s effectiveness, efficiency, relevance, coherence and EU added value. It was commissioned in light of the next Multiannual Financial Framework (MFF) and the ongoing follow-up to the Digitising European Industry package and the Digital Single Market strategy. The conclusions and recommendations stemming from this evaluation are intended to help in the preparation and implementation of the next generation of digital transformation and KET actions.