The British Computer Society (BCS) is launching a national advertising campaign promoting the importance of a professional 'gold standard' in the IT marketplace.
The eight-week campaign will use the imagery of podiums and medals to encourage IT professionals to 'go for gold' by working towards Chartered Information Technology Professional (CITP) status with the BCS.
The campaign includes escalator adverts at prominent London tube stations, around 30,000 emails to IT and HR professionals, and banner adverts on industry news websites.
David Clarke, BCS chief executive says: "In common with other similar standards for professions such as accountants or surveyors, there is an increasing need for top-flight IT professionals to be measured against the industry 'gold standard'.
“True IT professionals with CITP status are seen as having high levels of technical skills coupled with business acumen and an ethical and accountable approach to the way they work," said Clarke.
Clarke said gaining chartered status would help IT professionals secure the top jobs.
The campaign is part of the BCS' wider Professionalism programme, which aims to bring the IT profession on a par with accountants and lawyers.
Around 20,000 of the 60,000 members of the BCS, which celebrates its 50th anniversary this year, have attained CITP status.