This article explores the effectiveness of the Open University's (OU's) Digital and information literacy (DIL) framework (Reedy and Goodfellow, 2012) in promoting the integration of digital skills into modules and qualifications - a key strategic priority for the university - and in contributing to cultural change in the digital practices of teachers and learners - a key aim for the UK HE sector as a whole. We trace the history of digital and information literacy in the OU curriculum and elsewhere, leading up to the development of the framework. Four sets of interviews tell the story of academic and library staff engagement with it. These case studies are supplemented by two further interviews giving the perspective of OU middle managers responsible respectively for learning design and digital and information literacy development. We evaluate the success of the framework, and suggest how it might be further developed in future. Conclusions point strongly towards the need to involve students in shaping their own skills development, as found in other recent research (for example, Jisc, 2011a; 2011b).