OXFAM NOVIB / EMPOWER YOUTH FOR WORK

Supporting the national influencing work of Empower Youth for Work.


commissioned

project_cover-oxfam-work
YEAR 

2019

DELIVERABLES

Overarching concept, Platform

MY ROLE

Creative Strategy, Concept

TOGETHER WITH

Maarten Smeele, Robbert-Jan Hofman

CONTEXT


Empower Youth for Work is an initiative by Oxfam Novib that focuses on enabling young people in the rural areas of Pakistan, Bangladesh, Indonesia and Ethiopia to work. 
During a 12-hour pitch session organised by the non-profit initiative We Are Ra*W, we get the task to provide a platform for role models from those areas and to inspire young people within their own community. 


IDEA


We introduced #IWASTHERE, a concept that emphasizes the similarities between role models and the youth they inspire, by showcasing local role models and their inspiring stories of overcoming challenges and making a positive impact on their communities. The campaign aims to encourage others to make changes in their own lives and highlight that change can happen anywhere.


IMPLEMENTATION


Our concept became the winning idea. It was quickly put into action and refined in a session before being handed off to Oxfam Novib. They worked on collecting stories from chosen role models, which were then adapted into visual and narrative formats suitable for local and national purposes of influence.

During International Youth day on August 12, 2019, the #IWASTHERE campaign went live, using both online (websites and social media) and offline (events, posters, billboards, and flyers) channels. The campaign also featured interventions in Bangladesh and Indonesia to raise awareness of youth issues in the workplace. The jury report praised the campaign's emphasis on hope and flexibility, noting its potential for a multi-year campaign.

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#IWASTHERE HOW YOUTHFUL DREAMS BECOME REALITY


The platform showcases the stories of the local role models; how they overcame challenges, what difference this has made in their lives and how they are influencing others. The stories are a proof that change can happen anywhere and encourage others to make changes too. Click here to read the story of Pakeeza more.

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RAISE YOUNG PEOPLE'S VOICES


Via online (website, social media) and offline (local events, posters / billboards / flyers) took the stories further shape: Raising young people’s voices and give them an audience with employers, government representatives and more.
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#IWASTHERE IN BANGLADESH AND INDONESIA

In Bangladesh a series of street performances and dialogues took place to raise awareness of the issues young people face in the workplace. (read more)

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In Indonesia, young people took to the streets to celebrate International Youth Day with a series of events that shone a light on youth unemployment, child marriage and negative stereotypes of youth in the workplace. (read more)

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During the 12-hour pitch session for Oxfam Novib organized by non-profit initiative RA*W University, where we took the challenge to came up with new ways to give role models in rural areas of Africa, Asia and Latin America a bigger stage to inspire youngsters in their own community.

JURY REPORT: 

  • Emphasizes the idea of possibilities and hope, which is key to youth self-empowerment and confidence.
  • Fits well into the current idea role model/door to opportunities and be easily aligned with planned off-line activities (for example International Youth Day);
  • It not only strengthens the voice and agency of role models, but also inspires, encourages and convinces the other youth peers, especially marginalized youth;
  • It has great flexibility in terms of activities: countries can choose, design the activities that suit their needs, capacity and budget;
  • Offers a good basis for a multi-year campaign; from awareness to possible call to action in the future.
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