MTN Pulse On The Pulse | Tshepo Molefe

MTN Pulse
On The Pulse

Synopsis

Problem

South Ahhh has one of the highest youth unemployment rates. Even though they are passionate and some have earned degrees, job opportunities in SA are scarce.

Here's another problem: the little opportunities that are available seem to be hogged by a few celebs who take on many roles. Hence the call to #OpenUpTheIndustry

Insight

The thing about the youth is even if their cards are down, they are resilient and will push to flip the script. Through their creative talents, they will put themselves on the map using social media. The only problem is exposure and reach because their social following can only push them so far.

Rationale

The youth needed a bigger platform with a wider reach to put themselves on the map and have their talents exposed to a larger audience. They needed a brand that believed in them to step up. Enter MTN Pulse.

Big Idea
MTN Pulse Presents On The Pulse

A social-media campaign that opened the industry and gave the youth a chance to get a paid internship to work with the best in music, film, fashion, sport, and food.

How it worked

First, we asked the youth to do what they were already doing - share videos of them showcasing their talent and creative projects on social media using #OnThePulse and tag @MTNza for a chance to win paid internships with people who are in the fields they are passionate in, which are music, film, fashion, sport, and food.

Then we partnered up with two influencers who used social media to become the stars they are, Uncle Waffles and Robot Boii, to create a YouTube Series that profiled the top 5 youth who won the internships.

Results