African union presentation

1. AU YOUTH DIVISION CAMPAIGN
Strategic Communication-Digital Campaign for Employment
29 May 2020

2. agencysilverlining@gmail.com

3. INTRODUCTION, CLIENT BRIEF AND KEY ISSUE.
Sibusisiwe Sekonyela
219008696
AMC

4. MEET THE S-TEAM
Malwande
Gama
Boledi
Ranuitshana
Thembelihle
Kunene
Sibusisiwe
Sekonyela
Ziphozethu
Sonjica

5. AGENDA
❏ Situation Analysis
❏ Campaign goals & objective
❏ Archetype
❏ Strategy
❏ Measurement and Evaluation
❏ Budget
❏ Conclusion

6. CLIENT BRIEF AND KEY ISSUE
❏ The Brief: To create a campaign that will strategically raise awareness about the
issues surrounding employment among the youth in the SADC region, and
simultaneously suggest effective ways to combat these issues.
❏ Key Issue: The youth in Africa struggle to obtain the necessary skills needed for
the labour market which results in barriers to employment opportunities.

7. SITUATION ANALYSIS

8. Primary Research
❏ Quantitative research:
➢ 196 respondents ,18-35 years (online survey)
➢ 13 March 2020 - 14 April 2020
❏ Qualitative research:
➢ Surveys (in-depth interviews)
➢ Three interviewees (South Africa, Swaziland and Zimbabwe).
➢ UJ campus (APK) and Braamfontein (8 - 12 March 2020)

9. Secondary Research
• https://www.sadc.int/media-centre/travel-sadc-region
• http://www.flyerman.co.za/
• http://www.sabcgroupsales.co.za/commercial/wp-content/plugins/download-att
achments/includes/download.php?id=2754
• https://www.geopoll.com/audience-measurement/
• https://www.mediatoolkit.com/pricing
• http://lmradio.co.za/wp-content/uploads/2019/12/Rate-Card.pdf
• http://www.iri.edu.ar/publicaciones_iri/anuario/cd_anuario_2014/Africa/22d.pdf
• https://brand24.com/?gspk=cmFibGVzaGt1bWFyNDIwMw==&gsxid=g0D8pkMSq6Pb&utm_medium=AffiliateGroup&ut
m_source=PartnerProgram
• https://www.makro.co.za/cart
• https://www.cvcentre.co.za/
Online References

10. KEY FINDINGS -QUANTITATIVE
PIE CHART SHOWING THE LEVEL OF AWARENESS
ABOUT THE AU & IT’S YOUTH INITIATIVE

11. PIE CHART SHOWING RESPONDENT’S MEDIA
PREFERENCES
Email 27.9%
WhatsApp 22.3%
Television 9.1
Website 7.1
Instagram 7.1
YouTube 5.1
Newspapers 4.6
Radio 3.6%
Facebook 4.6
Events 3%
All other options scored 1% or less
Legend (cont.)

12. Key Findings (Qualitative)
➢ Responses helped us understand different barriers to employment opportunities encountered by African people from
different countries of origin.
● The background of many African’s taints their approach to opportunities: how they were brought up affects the
opportunities that are availed to them. Participant “X” from Zimbabwe - “Yes. Growing up in a poverty-stricken country
still contributes to my fears of approaching or embracing opportunities to better my life. Not having an education means
that I do not have the knowledge to do a lot of things.”.
● Africa is still on a quest for equality in the marketplace, it is important that we address the gender inequalities in relation to
job opportunities. Participant “Y” from South Africa - “As much as there has been improvement, I still believe that women
have a harder time establishing their careers. For example, in my father’s law firm I’ve noticed that there are more men
compared to women.”

13. SWOT MATRIX
S
W
O
T
❏ Diversity of staff (culture, race, skills & upbringing)
❏ Determination to drive change by “Commissio’s leadership”
❏ Inability to host training within the African Union (AU)
organisation
❏ Debilitated delivery of services
❏ Outsourcing of Employment opportunities offered by AU
❏ Covid-19 - Social-distancing regulation inhibits
visistations to schools & universities to promote
campaign
❏ limited budget to expand campaign for other avenues
(unemployed youth with no digital access)

14. Boledi
Ranuitshana
219032617
AMC
Campaign goal, Objective and Key
Stakeholder(s)

15. CAMPAIGN GOAL(S) AND
OBJECTIVE(S)
❏ CAMPAIGN GOAL - To create more job opportunities for the youth and better
some businesses in the economy that can offer and expand their horizons to create
more employment opportunities for future generations and youth members who
are currently unemployed.
❏ CAMPAIGN OBJECTIVE - Bring awareness to the youth in the SADC region, of
the African Union youth initiative, by creating a campaign that will suggest and
identify strategies to ensure that the youth is exposed to employment
opportunities and skills development in order to lower the unemployment rate
across Africa.

16. KEY STAKEHOLDER(S)
THE KEY STAKEHOLDERS:
❏ Unemployed youth.
❏ Students (underprivileged
backgrounds, undergraduate and
lacking basic skills)

17. TARGET: Unemployed young individuals who are
struggling to get job opportunities and to get
employed.
AUDIENCE: Youth that is more exposed to
technological advances but need assistance in using
those technological advances to create more
opportunities for themselves and their economy.
GOAL: To reach as much individuals our budget
allows.
❖ MULTIRACIAL.
❖ Multinational and multicultural.
❖ 18- 35 years of age.
❖ Area type - Rural & Urban/Middle-class
Most of the youth do not have matric certificate and also
lack basic skills such as writing and reading. They are not
offered job opportunities, as years of experience are
needed, however, most are easily accessible through
emails and WhatsApp. their bottom line ultimate is to get
employment to sustain themselves and their families///
A
R
C
H
E
T
Y
P
E

18. Thembelihle Kunene
219030207
ACC
Media Selection, Key Message(s) and Strategic
creative idea

19. MEDIA SELECTION
P E
❏ Radio ad
- Lesedi fm -Prime times for everyday of the week
for a month. This radio station is popular in
three SADC countries; Swaziland, Botswana,
Lesotho.
- TopFm (Mauritious) and Kinshasa FM (DRC)
❏ Facebook ad: to reach an audience of over 10000
people
❏ Influencer posts on Instagram
- Sthandwa Ngubeni(RSA)11 thousand followers: 5
Posts for free. She is popular in the social media
space.
- Ayanda Thabethe (RSA)1.5million followers :5
posts in a space of 3 months.. Popular in the
media space
- Tamara Wilson ( Botswana)30 thousand
followers: 7 posts in 2 months. She is a
popular activist
- Thuthu Mbingo (Swaziland) 10 thousand
followers );3 posts for free. Popular in the
education space
- -Ms Manche (Lesotho)200 thousand
followers: 3posts in 1 month. She is popular
in the business world
❏ News coverage/press mentions
(Bizcommunity.com)
- Our campaign has been featured in
Botswana’s newspaper “The Voice” as
well as ‘’Botswana Guardian” with a reach
of over 500 000 people
- The Sunday times has also featured our
campaign
Ehlana (Madagascar) 86 thousand followers: 3posts in 2months. She is a
popular media personality
-Tyra Matiza(Zimbabwe): 2posts in a month. She is a popular humanitarian
-Jessica Marques (Namibia): 4 posts in 2 months. She is popular in the
business world
-Jamelia Sopo (Congo): 2 posts in a month
She is a popular media personality

20. Media Selection
Owned Media
❏ Instagram and Facebook
- Using our the influencers that we have partnered
with, the publicity they will bring, will direct the
youth to the AU’s Facebook and Instagram pages
where they will be able to get more information
about the campaign. -Instagram and facebook
pages as well as the hashtags are meant to try
engage with the youth, by posting about our
campaign as well as us visiting different schools to
talk about our campaign, these pages with also
direct them to our website as well as the AU’s
website.
❏ Hashtags:#changethenarravtive, #1millionby2021,
#AfricaUnited4Youth
❏ Newsletters: Our campaign will be included in the
university of Swaziland, University of Mozambique
and UJ’s news letters
❏ Website
The link will be posted on our
Facebook/Instagram pages and ads to allow
people to know where they can find more
information about the campaign.
Shared Media
❏ Youtube
Sni Mhlongo -will talk about our
campaign for a minute in 3 of her
upcoming youtube videos
S

21. KEY MESSAGE(S)
❏ The campaign aims
to” empower and
change the narrative
of the life of an
African child” by
educating them of the
available means for
skills development in
order to be
compatible with the
labour market
❏ According to the
SADC(2012) the
official languages
spoken in the SADC
region are
French,Portuguese
and English, and our
campaign will use
English as the main
language of
communication
The majority of the
African continent’s
population is the
youth, hence we are
calling on the youth
specifically the
unemployed youth to
participate and engage
with this initiative and
change the narrative of
their current situation
#changethenarrative

22. STRATEGIC CREATIVE IDEA
Online& Offline
Activations:
❏ Increased audience reach
❏ Persuasive impact
❏ Increased engagement with
audience

23. ● Competitions
to increase
engagement
● Encourage
re-posts with
the campaign
hashtag
#1millionby2012
#AfricaUnite4Youth
#CountMeIn
#youthengagementAric
anUnion
#changethenarritive

24. ❏ Increased
persuasive
impact
through
campaign
Influencers
❏ Motivational
posts: young
people
“Changing
the
narrative”

25. CalltoAction
Social media
★ Read informational pamphlets and
visit the suggested websites for
youth development initiatives
★ Newspaper articles
Print Media
★ Sign up on the AU website to receive weekly
newsletters
★ Participate in our influencer polls on Twitter
★ Participate in the #1millionby2012
#AfricaUnite4Youth #CountMeIn
#youthengagementAricanUnion
#changethenarritive drive on the AU Twitter
account by posting your qualifications on the thread
every week

26. Activation
❏ On-campus activations to
give informational talks & give
out educational pamphlets
about employment
opportunities
❏ Encourage taking
photographs with campaign
influencers and repost them
on Insta,Facebook and
Twitter with
“#ChangeTheNarrative “
CalltoAction

27. Malwande Gama
219012450
AMC
ACTIVITY PLAN AND BUDGET

28. ACTIVITY PLAN
#1millionby2012
#AfricaUnite4Youth
#CountMeIn
#youthengagementA
ricanUnion
#changethenarritive

29. An article on our campaign will be included
on
“The Voice”
“Botswana Guardian”
Hoping to reach of over 500 000 people!!
Online news website: Business Media Mags!
Online advertising for 2 months inclusive
● “corporate profile” which would be a briefing of our
campaign,
● images
● 1month banner.
TopFM
(Mauritius)
Free
Kinshasa FM
88.4 (Free)

30. ACTIVITY PLAN
Activity/ PESO Media Month 1 Month 2 Month 3 Month 4 Month 5 Month 6
Facebook Ads
(p)
·Post on the AU’s active
account. Introducing the
Campaign.
·Introduce the HASHTAG
for our campaign, for daily
interaction.
•Post videos from our
activities and videos
talking about the
campaign.
•Introduce the Giveaway.
For higher engagement.
Individuals that can tag
the most people on our
posts, campaign ads.
The 1 winner will be
rewarded with
professional help on
their CV!
•Weekly live stream video,
include questions and
updates.
Close the giveaway and
announce the winner by
the beginning of the
month.
continue with Weekly live
stream video, include
questions and updates.
•
Instagram •the AU’s active account
will be used
•Instagram influencers
introduce our
campaign,interact with
our digital target market.
•Introduce the campaign
HASHTAG, for daily
interaction and high
engagement.
Include AU website
page on their account
bio.
Influencers to make
swipe up posts that
lead to AU website.
•Influencers include
giveaway swipe up
post, that lead to the
Facebook giveaway.
•Weekly live video on
our account.
•
YouTube First video where
youtuber SniMhlongo
will mention the
campaign on her
channel.
Have her introduce
our social media and
website.
The second video
where SniMhlongo
mentions the campaign
on her channel.
Have a member of the
campaign join her in the
video for detailed
understanding on the
campaign.
3rd Youtube video where
we have youtuber
SniMhlongo talking about
the campaign.
last Youtube video
where we have
youtuber SniMhlongo
talking about the
campaign.

31. Radio (E) Lesedi FM, TopFM,
KinshasaFM -Have the
campaign ads in the
morning, which will
mention what our
campaign is about and
platforms we are
available on
TopFM, KinshasaFM
-Have the campaign
ads 30 second AIR
LM Radio
(Mozambique) 30sec
Air on campaign.
TopFM, KinshasaFM
-Have the campaign
ads 30 second AIR
TopFM,
KinshasaFM-Have the
campaign ads 30
second AIR
TopFM,
KinshasaFM-Have the
campaign ads 30
second AIR
TopFM,
KinshasaFM-Have the
campaign ads 30 second
AIR
News
Coverage
The voice
newspaper,
campaign feature.
School Visits Our agency will be
doing school visits to
promote the campaign
and hand out
pamphlets.
Continue with the
Visits
Start a “My Vision
programme”
Allowing students to
talk about where they
see their futures
headed.
Set up an email
address that allows
every child in SADC to
send their
story(programme). For
schools that wont be
visited. They will be
shared on social media.
•10 school visits in
Eswatini
5 school visits in Zambia
5 school visits Tanzania
University
Visits
· Setting up stands at
the different
Universities in SADC
region.
· Feeding the young
adults knowledge
about our campaign.
-Have the different
influencers from the
different countries
present and say
something about the
campaign beneficial to
students.
• set up short
questions to ask after
campaign talk - for
engagement and
interaction, then giving
out earphones
Pin up posters and
fliers on visible school
boards.
Approach the
international house to
help send emails to
international students.
Visit universities in
Mauritius and South
Africa.
Give out any leftover
earphones and
pamphlets.

32. CAMPAIGN BUDGET
The African Union has initiated the campaign under a budget of no
more than R100 000. In this, the agency has planned to cover :-
ITEM DESCRIPTION PRICE
Mediatoolkit All-rounder media component measuring tool ( R2 040,11 pm x 6 months) R12240,66
LM Radio (Mozambique) Weekdays 16;00-19;00 pm slot, Biz news report R14000,00
Lesedi FM (RSA) Weekdays 15;00-18;00 pm slot, Biz news report (R5610 p/w x 2 weeks) R11220.00
Facebook ADS Daily ads @ R125.37 cost per 1000 impressions (100 000 target) R12537,00
Ayanda Thabethe (RSA) Influencer R10 000
Tamara Wilson (Botswana) Influencer R2 154,34
Thuthu Mbingo (Swaziland) Influencer R3000
Ms Manche (Lesotho) Influencer R4000
Sni Mhlongo Influencer R2000

33. Digital printing Johannesburg R20 x 30 T-shirts R600,00
Delivery Cost for online delivery per t-shirts order (30 tshirts) R250,00
Flyer Man Campaign pamphlets for school/university visits = R2950 per 20000 quantity R5900
Gazebo Makro Campmaster instant 200 Gazebo R999.00
Table and chairs Tables & chairs used at University visit for set up
Chairs(plastic chair x15) = R750, Table(1800mm canteen table)=R699
R1449
Promoters 20 promoters @ R300 for 3,5 hours R6000
Studia costs Radio ads, once off fee R2700.00
GIFT Hampers Hampers for raffles held during school visits @R200 each (50 schools) R10 000,00
James Innes Group: the CV
Centre
Competition Giveaway for one lucky winner who enters through social media
interaction
R1750
Earphones Ultra-Link UL Stereo earphones (R100 x 46) R4600
Total amount R100 000

34. Ziphozethu Sonjica
219027620
AMC
Campaign Metrics and Conclusion

35. MEASUREMENT AND EVALUATION
GeoPoll - Audience data measurement for TV, radio, and print for multiple markets in Africa,
the Middle East, and the Caribbean.
Brand24 - AU website
Mediatoolkit
- Real-time monetization and measurement of brand/campaign.
- Website monitoring, Facebook Pages, Twitter, YouTube, Forums, Blogs & Comments
#1millionby2012 #AfricaUnite4Youth #CountMeIn #youthengagementAricanUnion #changethenarritive
NB: The campaign metrics will be measured during, and after the campaign duration period - 6 months)

36. MEASUREMENTAND
EVALUATION
OUTTAKES
- Likes
- Shares
- Reviews
- Word-of-mouth promotions
- Retweets
- Positive comments - “...this was very informative”, “
How can I be part of This” , “I’m Interested”
OUTCOMES
- More engagements from
the youth
- Increased interest &
interactions of content on
social media & more
website visits.
- Awareness of AU amongst
youth SADC countries its
main purpose to better
young lives/futures.
EXPECTATIONS
- To reach over 500 000 unemployed youth across the SADC region
- Campaign to attain the intended message across to the youth targeted in SADC region
- #changethenarritive
- Facebook sponsored posts will make content of campaign discoverable.
- Lead generation will promote the AU's website or the campaigns' website and lead people's internet searches that
relate to such initiatives.
VISITS TO SCHOOLS AND UNIVERSITIES
- Surveys
- will be conducted to determine numbers of interested participants
- Registers
- will be taken and used to evaluate & measure attendance success rates
- Raffle competitons conducted wili also determine the numbers of participants reached

37. CONCLUSION
The objective of the 1 million by 2021 campaign is to bring awareness to youth in the
SADC region about the African Union youth initiatives, by creating a campaign
that will suggest and identify strategies to ensure that the youth is exposed to
employment opportunities and skills development in order to lower the
unemployment rate across Africa. Through the commitment and support of other
established organisations, the youth have a chance to realise their potential and
stand a chance of becoming employed. The 1 million by 2021 initiative is a step
forward into bringing change for the African youth.
#1millionby2012 #AfricaUnite4Youth #CountMeIn
#youthengagementAricanUnion #changethenarritive