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Effective April 2012 for the next 12 months, the National Youth Development Agency will showcase the Limitless Youth Campaign to reposition the NYDA brand.
The rationale behind the creative is as follows:
- NYDA is a facilitator between the youth, private sector and public sector. We have had to find creative ways to connect better with our key target audience, namely youth, and to instill a positive mindset that says, “I am limitless” no matter my circumstances. It is a call-to-action for young people.
- “I am limitless” is a message with a sentiment, i.e. you have no limits, no- one can stop you if you really want it, this is your time, there are limitless opportunities - grab them with both hands! With this message we seek to address the youth as an individual and appeal to them emotionally. We want people to feel like the message is specifically addressing them, because we believe they can be anything they want to be.
This campaign is not about stroking egos - we felt that our messaging will have more resonance if it came from ordinary South Africans who want to share their journeys and experiences, some of which have been directly or indirectly inspired by their encounters with NYDA. This execution gave us a platform where we could engage with all NYDA stakeholders without being intrusive. It attests to the efforts made by individuals to reach success, not only for themselves, but also how their own striving towards success has inspired others to succeed.
We trust that this campaign positions NYDA as a strong supporter and an encourager of youth in changing their mindset for the better, and in turn, taking the necessary action to better themselves.