NOW Youth Summit

The Challenge:

Nestlé introduced its global youth summit to the Caribbean for the first time, and needed to establish the event as a prime opportunity for young people in the region to build their skills with the ultimate goal of securing a career path.

SOLUTION

• Created an event name, visual brand and theme song that appealed to the target audience of 16-25 year old Caribbean youth.
• Developed an agenda that introduced hard-hitting topics using relatable presenters and catchy titles such as Money Matters (financial management), Soar Beyond (mental health) and Get Unstuck (career path advice).
• Collaborated with popular DJs to create mixtapes that represented each major island participating in the event.
• Launched the ‘NOW Moment’ where corporate entities were invited to pledge their commitment to provide jobs to young people.

RESULTS:

• Exceeded the target of over 15,000 registered event participants
• Received over 93% positive feedback from attendees
• Pivoted successfully to a virtual format, while maintaining the high-energy and youthful essence of the event
• Developed a continuing communications campaign ‘What NOW?’, that incorporates a career fair as well as updates on the career progress of attendees coming out of the event

 

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