Tech Skills

To bridge the confidence gap for 7.5 million U.S. career switchers paralyzed by fragmented learning and direction blindness, this campaign repositioned CompTIA as the definitive roadmap into specialized tech pathways like cybersecurity, infrastructure, and data. By translating complex industry entry points into clear, de-risked certification journeys, the strategy dismantled the perception held by 43% of switchers that tech is unattainable. The resulting full-funnel activation drove high-impact awareness and deep engagement among diverse adults aged 25–55, successfully capturing net-new audiences and delivering cost-effective candidate acquisitions.