The power of investing in Africa’s potential - Empowering the youth, especially women for the future
Client: British Council Sub Saharan Africa
The Covid-19 pandemic revealed to Africa and the world many inequalities in education, employability and gender disparity among young people and women in Africa. Despite these challenges, there is an exciting, thriving contemporary cultural sector in Africa that is well-positioned to empower young people with the skills, opportunities and expertise they need to thrive, contribute to social cohesion and improve the economy. It became clear British Council needed to drive impact and growth to critical programmes and create awareness about the role of education, arts and culture in growing economies and providing long-term solutions to some of the major concerns facing youth employability in Africa. The Power of Investing in Africa’s Potential Digital Hub Campaign hosted on the BBC Storyworks media platform led with voices of incredible young people and women in the fields of arts and culture, and education showcasing how partnerships and collaboration can inform policy and drive social change. The campaign focused on closing the skills gaps, providing creative solutions and driving social change as the critical drivers for the economy. Through these main areas, the campaign captured the interests of people aged 24 years and above of which 50% hold a university degree. Ultimately new conversations emerged with over 1.09m unique multiple users and with a total of 5.35M engaging with our stories including government, leaders, decision-makers, enthusiasts and youth, people who are passionate about Africa’s future economic well-being.