Broadcasting Africa's Youth

Broadcasting Africa's Youth.

In this comprehensive survey of Africa’s Youth, the foundation aimed to help African countries to understand their future leaders and arm them with the power to address in-country issues that could have been on the rise.

It also wanted to let young Africans know that they were not alone, and that their brothers and sisters in other countries shared the same hopes and fears. Most of all, it wanted to replace the many unfounded assumptions relating to the African continent with verifiable data.

Say What and Why with Meaning.

At the heart of the Ichikowitz Family Foundation is the desire to get young Africans to believe in themselves so they can go out and shape their destinies the way they dream of. This is to counter what previous generations had been told by foreigners, that young Africans could do nothing without foreign help.

This project gave us the opportunity to harness insights by listening to what young people had to say and then to share these key views.

The survey and its campaign content provided governments, the private sector and civil society with insights into the aspirations, motivations and viewpoints of African Youth. It also provided decision-makers with the data and analysis needed to undertake future policy development.

Giving Youth a Global Loudhailer.

Here’s what we contributed:

Coffee table book in which the survey was published - content, design & production: We identified white paper contributors from multiple African countries, liaising with them to secure their support for the research report and worked closely with a design partner and the foundation on the design and production of this publication.

Public relations campaign – Through The Line (TTL) media launch: We managed an extensive media relations campaign to launch the survey in local, African and international media. The initial media launch included a press release and interviews with top-tier global media including The New York Times, National Geographic, Agence France Presse, Voice of America etc. We engaged with media in South Africa, Africa and across the globe including in Nigeria, Kenya, Ghana, Congo Brazzaville, Ethiopia, Gabon, Malawi, Mali, Rwanda, Senegal, Togo, Zambia, Zimbabwe, UK, US, Germany, France, Belgium, the Netherlands and China. We secured speaking opportunities for the foundation’s leadership which featured their inclusion at a joint launch event at The Atlantic Council in Washington DC.

Digital and Social Media Asset Creation – Microsite and Campaign Amplification: Our work included the creation of a dedicated microsite as well as the use of digital and social media channels: YouTube, LinkedIn, Facebook, and Twitter to amplify campaign reach and impact.