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.
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.
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.
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)
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.