Cannes Young Lions Turkey, Print Brief, 2017
BACKGROUND
The youths are the backbone of every society. Any country that wants to succeed in all branches must make sure that attention is paid on them. The youths face serious unemployment challenge and youth unemployment is massively growing in the world.
Unemployment has many negative effects on an individual,
on society and on the overall economy.
On a social and economic level, persisting youth unemployment
results in wasting economic potential,
< >threatens to undermine social stability,makes it difficult for young people to become independent adults,results in a brain drain towards countries with better results in a loss of tax earnings,increases criminal and antisocial behaviorforces young people to accept part-time or temporaryemployment that doesn’t enable them to achieve their potential
CHALLENGE
How do you get the 358 million young people around the world currently not in education, employment or training – more than the population of the USA and Canada combined – into employment?
Solving the problem will require action across the public and private sectors to do two key things: create more jobs and give young people the skills and confidence to fill them.
The challenge now is to provide young people with the support and the environment they need to turn their ambitions into reality.
What can be done? According to the survey, what young people most want is hands-on work experience and mentoring from entrepreneurs. As such, today’s entrepreneurs and business leaders have a clear role to play in nurturing the next generation of wealth and job creators.
OBJECTIVE
Generation Y should stop asking “why me?” and start asking
“why not?” We want to spark social debate on the problem. Organisations need to understand the power of youth, understand the value they bring to the table and how to leverage them – those are the organisations that are going to succeed and outperform their peers.
TARGET AUDIENCE
We’d like the youths facing the problem, to speak directly to the private sector, governments, opinion leaders, etc. They should demand action from the ones holding the power in their hands.
It is unfair that youth unemployment rates are historically four to five times more than the adult rates in every country in the world.
The young generation with so much wasted potential should raise its voice.
KEY MESSAGES
Give the young a chance to work.
We are the future and we deserve the possibility to create it.
Every master was an apprentice once. We demand the chance to turn into masters.
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COMMUNICATION GUIDELINES
Be bold, be demanding, be passionate.
Be relevant. Address your audience with an ad that they can’t ignore.
Use the power of print advertising, don’t come up with a digital idea that uses the print ad for its announcement.
