Youth empowerment programme creates new marketing medium

The life-skills programme comprises 12 modules pertaining to crucial areas such as personal finance and taxation, career guidance, health and grooming, all of which are open to sponsorship.

The 4YOUth programme has been specifically developed for high school girls and has been successfully implemented in five Gauteng schools to date. It presents marketers with an opportunity to make direct contact with this elusive teen market, develop an emotional bond with it, while simultaneously building its brand loyalty.

Marketers are given ownership of pertinent modules via branding and visibility, such as Cycle Lab, who recognized the synergistic opportunities and came on board to sponsor the health and fitness module. Marketers can address the pupils and interact with them, sponsor an individual student or embark on larger, holistic marketing campaigns. At the same time, they will be participating in a worthy upliftment and empowerment drive.

4YOUth is currently self funded, is actively pursuing corporate sponsorship and has received financial support from Sasol, while being endorsed by the Youth Development Trust of SA and Junior Achievement SA.

Johannesburg entrepreneur and creator of the 4YOUth, Ruggero Bonomi, is partnered by Liz Davison, the training director of the programme, who has a qualification in psychology and many years of corporate and youth training experience. Due to the popularity of the pilot project in the five Gauteng schools, and the resultant demand, Bonomi and Davison are supported by volunteers from Via Africa, a non-profit organisation that promotes the spirit of volunteerism in the community.

The second phase of the 4YOUth programme is set to kick off on the 15th of July at ten Gauteng high schools, which include Dainfern, Parktown and Northcliff. Later in the year, Bonomi and Davison will launch the programme in 242 black urban and rural schools in Gauteng. They are currently working on a programme for boys and the ultimate goal is to provide 4YOUth to pupils nationally.

For further information visit the website www.4youth.co.za or contact the 4YOUth offices on 011 884 6924.