Introduction · Unfocused Groups (120 x Grasses) Introduction. 6 IGI//17961_WCG_YOUTH_AUDIENCE Areas: Gugulethu (Urban) Manenberg (Urban) Beaufort West Bredasdorp Ages 12 - 15 year

1www.instantgrass.com

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2

Introduction

INDEX

1. BACKGROUND

2. THE YOUTH LANDSCAPE

3. REGIONAL FEEDBACK

3.1 GUGULETHU

3.2 MANENBERG

3.3 BEAUFORT WEST

3.4 BREDASDORP

4. WHERE TO PITCH THE MESSAGE

5. RECOMMENDATIONS

IGI//17961_WCG_Youth_AUDIENCE



3

IGI//17961_WCG_YOUTH_AUDIENCE

BACK-

GROUND

Introduction

The Western Cape Government is involved in a number of

Youth initiatives that aim not only inspire but also educate

young citizens to becoming productive and engaged

citizens.

WCG believe these programs will be improved if they

ensure the market is aware & motivated to join &

participate in programs.



4

OBJECTIVES

FOR THIS

PROJECTTHE MAIN OBJECTIVE IS TO DETERMINE HOW BEST TO

REACH THE YOUTH MARKET IN A RELEVANT AND CREDIBLE

MANNER.

1. Channel selection - what are the preferred media channels & how do they fit into Youth daily

life?

2. Content strategy - what content do Youth find most appealing & how do we deliver this credibly?

3. Overcoming challenges - what barriers exist in term of reach & relevance & how do we

overcome these?





THE

PROCESS

5

START DELIVERY

60 x Digital Brief

Ongoing DialogueVideo Ethnography

(4 - 6 x Grasses per region)

Strategy

Collation &

Video Editing

Unfocused Groups

(120 x Grasses)

Introduction




Areas:

Gugulethu (Urban)

Manenberg (Urban)

Beaufort West

Bredasdorp

Ages

12 - 15 year old

16 - 19 year old

20 - 24 year old

Mixed exposure to

Youth Programmes

KEY

PROFILE

S

Introduction



7


YOUTH UNEMPLOYMENT RATE IN

SOUTH AFRICA INCREASED TO

54.30% PERCENT IN THE FIRST

QUARTER OF 2017

MORE THAN HALF OF YOUTH

AGED 15-24 LIVE IN HOUSEHOLDS

WITH A PER CAPITA MONTHLY

INCOME OF LESS THAN R779

Introduction

THE

YOUTH

LANDSCAPE



8


Introduction

THE

YOUTH

LANDSCAPE

In the areas visited, Youth have a mixed view on the labour market and

skills needed to enter it. That said however, the Youth do realise there’s

a higher demand for skilled labour - meaning those with a post-

secondary qualifications are far more likely to find employment than

those with only a matric certificate, for example.

There is a huge amount of distrust in the current political system and this

forms the primary focus for Grasses to justify their inability to not find

entry-level jobs.

Many of our Grasses still lack adequate access to information, as they

are unable to afford the high costs of data and therefore can’t use mobile

phones. The use of smart phones in general is still limited in the majority

of the researched areas.



9



10


FULL SCREEN VIDEO SLIDE

(wi t h b lack bars on s ides )


12

Urban Gugulethu

THRIVIN

GAMBITI

ON

The Youth in Gugulethu are ambitious

and very integrated into the general

community.

Adults and younger children share

similar views and have aspirations of

making a positive change to the

community.

In the area, poverty is expected.

There’s a strong sense of community;

particularly when compared to

neighbouring areas.

‘When I grow up I want to be a teacher. If that

does not work out I’ll become a engineer or a

doctor.’

- 12 year old girl - Gugulethu




13


There is a high awareness of drug and alcohol abuse, as well as local

crimes (e.g. breaking & entering). Most Youth have been impacted

directly by crime.

Even though it does concern them, the threat of crime will not stop them

from attending a program they think could benefit them in the long term.

There is an average awareness of Youth programs and most of them

were connected to religious groups, school or extracurricular activities like

sports clubs.

CAMPAIGN

AWARENESS

‘I can’t go to the shop at any time,

because I am scared in my own

community.’

- 18 year old male - Gugulethu

Urban Gugulethu



14

ASPIRATION

VS

EDUCATION

Younger group members

wholeheartedly believed they’ll

have access to secondary

studies and will end up in

professional careers.

Dropping out of high school did

not seem to be an option for

nearly all of the younger Grasses

we interviewed.

In contrast, older respondents

had grown to realise it is very

difficult to access secondary

school education; and even if

you do, the chances of finding

employment is limited.

This reality motivates individuals

towards entrepreneurship, which

in turn drives a need for practical

skills.

‘It does not mean if you are born

poor that you will die poor.’

- 16 year old girl - Gugulethu

Urban Gugulethu




15

Digital media is only used by older groups with mobile phones. The only social

media platform mentioned and frequently used is Facebook. As a platform FB

is used to follow connected social activities, look for work opportunities and

look out for local crime trends.

A small number of Grasses mentioned that they would watch national political

news clips on YouTube when they have data or are connected to a WiFi

hotspot in the area.

‘I buy my own data but also use

WiFi when it is convenient.’


DIGITAL

MEDIA

LIMITATION

S

Urban Gugulethu




WhatsApp is undoubtably the

preferred means of digital

communication between

friends.

However, Grasses are

seriously concerned about

online adverts.

Youth were quick to point out

they do not dare click on

social media or any other

media adverts no matter how

appealing it looks.

DIGITAL

MEDIA

CONCERNS

Urban Gugulethu

‘There is a lot of fear towards

these online adverts in the hood.’





17

DIGITAL

MEDIA

USAGE

“ONLINE ADVERTISING

IS FRAUDULENT IN

MOST CASES OR TRY TO

STEAL YOUR AIRTIME”

-16YEAR OLD MALE - GUGULETHU

Urban Gugulethu




18




19

PRINT,TV AND

RADIO

Importantly, national radio stations have preference. Specifically,

Metro FM was mentioned by a number of the Grasses as their

premier choice.

Printed media (and local newspapers specifically) are utilised for

long periods of time in households & are referenced many times

before being repurposed.

The tone of adverts in these papers do not concern Grasses too

much, as long as they can clearly identify the value that the program

will add to their future.




CREDIB

LE

SOURC

ES

Teachers are seen as the

most credible source of

information in the community,

so much so many Grasses

aspired to be teachers.

Grasses of all age groups

were susceptible to attending

a Youth program should the

message come from current or

previous school teachers.

Second to this would be a

religious leader or a

community leader.

Urban Gugulethu

‘Atleast you know they will have

to be there for you again next

year.’





21


1. THE YOUNGER THE YOUTH, THE MORE AMBITIONS THEY

POSSESSED

2. HIGH AWARENESS OF DRUG ABUSE, AVERAGE AWARENESS OF

YOUTH CAMPAIGNS

3. REALITY ENCOURAGES NEED FOR PRACTICAL SKILLS &

ENTREPRENEURSHIP

4. FB USED FOR SOCIAL ACTIVITIES, WORK OPPORTUNITIES & ‘CRIME

WATCH’

5. WHATSAPP IS KEY, STAY AWAY FROM ONLINE ADDS OF ALL KINDS

6. PRINT ISN’T DEAD; LOCAL NEWSPAPERS ARE VERY IMPORTANT

7. TEACHERS ARE SEEN AS THE MOST CREDIBLE SOURCE OF

INFORMATION

Urban Gugulethu

SECTION

SUMMARY



22





24

The Youth in Manenberg are resigned and extremely frustrated. There is a

very high awareness of drug and alcohol usage and most of the Grasses

were exposed to this on a daily basis. Grasses felt that even though the

use of these substances is damaging, they could understand why people

use them as a coping mechanism.

Youth were affected directly by crime and gangsters on a daily basis,

however they were not afraid of gangs. Interactions between general

members of the Youth and gang members were seen as a completely

‘natural’ or common.

RESIGNED

YOUTH

‘They are 16 or 15 and they are gangsters.

They shoot people dead and it’s unhappy.’

- 15 year old female - Manenberg

Urban Manenberg




25

BLIND TO

OPPORTUNI

TY

There is low awareness of Youth

programs. However most Youth

were connected to religious

groups. Grasses feel excluded

from society in general due to the

fact they stay in Manenberg.

This also led Youth to believe their

chances of employment are slim

and opportunities for continued

education nearly nonexistent.

The greatest aspiration for most

people we encountered was to

leave Manenberg on their first

opportunity.

‘I would certainly leave Manenberg because

Manenberg is not where I want to build my

future.’

- 22 year old male- Manenberg

Urban Manenberg




26



X


EDUCATION

AND

EMPLOYMENTAbout half of younger group members wished to pursue professional

careers but did not have any idea how this would be possible.

The inability to finish high school is quite common due to the fact

that parents cannot make ends meet. This encourages gang

membership due to the lack of employment opportunities for

unskilled and uneducated members of the Youth.

Urban Manenberg



27




28

DIGITAL

DISSONANCE

As with Gugulethu, digital

media is mostly used by older

groups with mobile phones.

The social media platform that

gets used in general is

Facebook with a few others

using Instagram and Twitter.

WhatsApp is the preferred

means of digital communication

between friends. WhatsApp

groups are still completely

unheard of.

Grasses are concerned about

the legitimacy of online adverts

& do not feel the need for

digital advertising unless it is a

secondary measure to increase

visibility.

Urban Manenberg

‘When I have a chance and airtime, I will use

WhatsApp to contact friends.’

- 20 year old male- Manenberg




29

RELEVANT

MEDIA

Local newspapers and free to air television channels are

quite popular in Manenberg with TV being by far the

favourite. Grasses claim they spend between 4 and 5 hours

per day watching television.

Program preferences are restricted to whatever is on the

screen. Most female Grasses did however prefer soap

operas, the news and the odd educational program whereas

male Grasses preferred sport (specifically football).

Grasses in Manenberg trust TV as a media source and

secondly printed media as the most credible sources of

information. With this said Grasses could not recall any

strong messages from television adverts except for colourful

and fun food ads.

Urban Manenberg




30

INSIGHT

THE TONE FOR ANY

ADVERTISING IN

MANENBERG WILL

NEED TO BE CLEAR,

SIMPLE AND FOCUS

ON TRUST.

THE ADS WILL NEED

TO BE LINKED TO AN

INDIVIDUAL WHO

WILL BE EASY TO

CONTACT AND FAST

TO RESPOND.

Urban Manenberg




31


Even though parents & friends were seen as the most likely people to

recommend a Youth initiative there is no trust between friends/peers

and very little with family. Community leaders seem to not interact (or

be accessible) to Youth. The few credible parents in notable careers

present the most opportunity.

CREDIBLE

SOURCES

‘Girls going missing or getting raped. They find

the bodies in fields close to their houses. It

could even be the Grandpa or Dad that did that

to them.’

- 13 year old girl - Manenberg

Urban Manenberg



32


1. THE YOUTH IN MANENBERG ARE RESIGNED AND EXTREMELY

FRUSTRATED

2. HIGH AWARENESS OF DRUG ABUSE, LOW AWARENESS OF YOUTH

PROGRAMS

3. DROPPING OUT OF HIGH SCHOOL IS VERY COMMON, DUE TO LACK

OF FUNDS

4. FACEBOOK MOST COMMON DM, FOLLOWED BY WHATSAPP

BETWEEN FRIENDS

5. TV AND PRINT MEDIA ARE THE MOST POPULAR SOURCES OF MEDIA

6. LINKS TO CREDIBLE INDIVIDUALS ARE OF VITAL IMPORTANCE IN

ADVERTISING

7. WHATEVER LITTLE TRUST THERE IS LIES WITH PARENTS &

TEACHERS

8. THERE IS VERY LITTLE TRUST BETWEEN FRIENDS/PEERS AND

Urban Manenberg

SECTION

SUMMARY



33





RACIALLY

INTEGRATED

Rural Beaufort West

Both more rural settings

(Beaufort West and

Bredasdorp) are much better

racially integrated than the

more urban settings we

visited.

Youth in Beaufort West have

very strong political views

which stem media regarding

the recent mayoral changes

in the area.

‘You will find that it is a little

more mixed here than some

places.’

-18 year old girl - Rural Beaufort

West




36

HIGH

AWARENESSGrasses in this area were very aware of Youth programs and

most of them were convinced they were hosted by WCG - even

the religious programs.

This area surprisingly also had the lowest number of attendees for

Youth programs compared to the number of people who are

aware.

A number of Grasses mentioned that they are concerned about

corruption by the organisers and hosts of such programs.




37


SOCIAL

CONCERNS

The use of alcohol in the area is very common and Grasses

are quite upfront about the fact that it’s expected to drink

alcohol from 14 to 15 years of age. Alcohol is also very easy to

access at most of the smaller taverns and shebeens.

Due to the social nature of drinking in the area, older

individuals would quite often buy drinks for the Youth. The

social pressure and fear of being seen as an outsider keeps

Youth drinking which sometimes leads to further

experimentation with other illegal substances.

Rural Beaufort West



38

VIEWS

ON

EMPLOYMENT

Beaufort West Youth have mixed

views on employment.

Younger group members want to

become professionals whereas

older groups members are more

focussed on the need for skills to

become self employed.

Most of them have knowledge of

a local hero who made a

success of their themselves

despite the odds and this keeps

them positive.

Both older and younger groups

are interested in remaining a part

of the community and helping

others to uplift themselves. ‘I look out for job advertisement because I have

a cousin and brother that is currently

unemployed.’

- 19 year old girl - Beaufort West


Rural Beaufort West



39

DIGITAL

MEDIA

USAGE

Compared to more urban areas, Youth

from Rural Beaufort West have easier

and more regular access to internet

and are aware of a number of WiFi

hotspots (eg schools, local libraries &

restaurants).

For this reason only a small

percentage of Grasses use SM and

other forms of digital media. If they do,

it is typically for research of a personal

interest, a political topic or general job

hunting.

Youth do feel the need for digital

advertising in promoting Youth

programs but did see it as a valuable

secondary resource to increase

visibility.‘We have easy access to internet, like Youth

hub. We have WiFi at SpotOn, Spur and at

school.’

- 12 year old girl - Beaufort West

Rural Beaufort West




40

RELEVANT

MEDIA

Local newspapers are still very

popular but radio in the more rural

settings plays a bigger role

compared to the urban

environments.

TV, Radio and Print media

respectively have the most

credibility from an advertising point

of view.

Rural Beaufort West




41



42


Youth raised the concern that they feel programs in the area fail due to the

fact that they do not have ongoing support or resources. These Youth would

like the opportunity to develop, and refine, new skills and have access to

relevant tools.

These Youth also feel the need for the individuals who present at these

workshops to be available to them afterwards to support and motivate them.

CONTINUITY

CONCERNS

‘We need people who can empower themselves

for the long distance - so they can employ

others.’

- 19 year old Male - Beaufort West

Rural Beaufort West



43


1. MORE RACIALLY INTEGRATED & POLITICALLY AWARE

2. HIGH AWARENESS OF YOUTH PROGRAMS, LITTLE PARTICIPATION

3. ALCOHOL IS SEEN AS VERY ACCESSIBLE, SOME DRUG USE NOTED

4. LOCAL SUCCESS STORIES (IN AREA) DRIVE EMPLOYMENT AND

EDUCATION

5. RADIO IS THE PREFERRED MEDIA PLATFORM TO REACH THE YOUTH

6. PARENTS ARE THE PROGRAM GATEKEEPERS, BUT SAFETY IS A

CONCERN

7. PROOF OF CONTINUITY IS OF VITAL IMPORTANCE

Rural Beaufort West

SECTION

SUMMARY



44

RURAL -

BREDASDORP






46

AWARENESS

AND

ATTENDANCE

There are a number of

similarities between Beaufort

West and Bredasdorp.

Bredasdorp is equally integrated

from a racial perspective. While

there are many similarities there

are also huge contrasts between

the areas.

Grasses in this area were aware

of Youth programs, even though

they were not sure who was

responsible for presenting such

programs.

Compared to other areas

Bredasdorp Youth are engaged

in Youth programs; most

Grasses have taken part in one

or more programs.

‘I heard about a program that was happening

just last year and my friend was involved in it.’

- 20 year old female - Rural Bredasdorp

Rural Bredasdorp




47

ALCOHOL

AND

CRIMEAs in Beaufort West, the use of alcohol in the area is very common and Grasses

are quite upfront about the fact that it’s an acceptable practice to use alcohol

from 14 to 15 years of age. Alcohol is also very easy to access at most of the

smaller taverns and shebeens.

Compared to all other areas the Youth in Bredasdorp were not concerned about

crime and the individuals who were, did not feel like it influenced them directly.




48


AVAILABLE

MENTORS

Youth in Bredasdorp are super ambitious and know what

they want out of life. Most of them are on a clear path and

determined to do what it takes to get there.

Unlike their urban counterparts, Youth in Bredasdorp had

many local heroes who act as mentors. Again all age

groups were interested in remaining part of the community

and helping others.

Rural Bredasdorp



49


DIGITAL

LANDSCAPE

With regards to digital access, Bredasdorp is an

anomaly - all Youth engaged claimed to have regular

internet access. This, along with the perceived safety in

the area and close proximity of WiFi access points,

turned Grasses into digital natives.

Rural Bredasdorp



50

DIGITAL

LAND-

SCAPE

Internet access was commonly gained at the community centres, Youth centres’

computer lab, schools and fast food restaurants. Facebook and WhatsApp is as per

other areas still the preferred channels but Grasses were a lot more confident in the

general use and had a lot more trust of media on these channels.

Due to their ability to gain information freely, Grasses in the area were a lot more up to

date with local affairs and generally very interested in politics. They were also a lot

more aware of advertising of Youth programs on social and digital media compared to

other areas. The access and regular use of digital media gave Grasses the confidence

to trust messaging on these channels.




51

CREDIBLE

SOURCES

This group was also very

influenced by their parents and

teachers and stated that they

were the most likely people to

not only refer them to Youth

programs but also get them

interested in such programs.

The role of strong mentors in

this community is very evident.

Local heroes with great

success stories is accessible

and interact with the Youth.

This in turn allows for

leadership development from a

young age. ‘We focus on doing community projects,

specifically involving Youth.’

- 16 year old girl - Bredasdorp

Rural Bredasdorp




52


ONGOING

SUPPORT

Again, Grasses raised the concern that they feel programs

need to provide ongoing support or resources. Grasses

would like the opportunity to develop and refine new skills

learned and have access to the relevant tools to do so.

They also feel the need for the individuals who present

these workshops to be available to them afterwards to

support and motivate them.

Rural Bredasdorp



53

INSIGHT

Grasses in Bredasdorp are willing to

open themselves up to any form of

learning experience.

They do have concerns about

corruption in the area and how this

would impact on the delivery of these

programs but in broad terms are quite

willing to add skills to their knowledge

if they can see the application.

Rural Bredasdorp




54


1. HIGH AWARENESS OF YOUTH PROGRAMS & BETTER ATTENDANCE

AS WELL

2. CRIME IS NOT AS BIG A CONCERN FOR THIS COMMUNITY

3. MANY MORE LOCAL HEROES AND MORE AMBITIOUS YOUTH

4. REGULAR ACCESS TO THE INTERNET FOR MOST YOUTH IN AREA

5. PARENTS AND TEACHERS ARE BIGGEST INFLUENCE ON YOUTH

6. ONGOING SUPPORT IMPORTANT ONCE AGAIN

7. KEEN INTEREST AND VERY OPEN TO LEARNING OPPORTUNITIES

Rural Bredasdorp

SECTION

SUMMARY



55

WHERE TO PITCH THE MESSAGE




56

THREE

DISTINCT

AUDIENCES

Pitching our Message




57

PROFILE

ONE

THE ESTABLISHED

Better basic education

Plans for Tertiary Education

Following career path

Want to give back / volunteer

More emotionally involved

Digitally Connected

Aware & attending Youth

programs

More trusting





58

PROFILE

TWO

THE STRIVERS

Average level basic education

Want tertiary schooling / can’t

afford it

Interested in entrepreneurship

Under more financial pressure

Want a leg up / opportunity

Less trusting

Desperate for skills

Very involved in the community





59

PROFILE

THREE

THE RESIGNED

Fundamental basic education

Further education not an option

At peace with the fact that

money for food is not always

available

Feels done in by their

environment

Little to no trust in the general

community and peers

Community involvement is

limited to an interest in how to

avoid crime hotspots





60

MESSAGING

NEEDSESTABLISHED

The Established

individuals are

looking for

continued

mentorship &

emotional support.

STRIVERS RESIGNED

The Strivers are

primarily looking

for a hand up &

tangible life-skills

through Youth

programs.

The Resigned are

looking for external

messaging as a

means of

motivation

focussed on

acquiring basic

necessities.





61

RECOMMENDATION

S




62

PLATFORM

RECOMMENDATIONS




63

USE

TEACHERS

The best way to get

the Youth involved is

via the credibility of

teachers.

Teachers are the most

trusted sources of

information and held in

the highest esteem,

even by older Youth.

Build on this credibility

by using local

influencers to support

teachers.

RECOMMENDATIONS




64

PRINT

MEDIA

Local newspapers

provide credibility and

are well trusted.

However, it is

important the message

be reinforced through

supporting channels.

Posters can easily be

glossed over, but most

felt that a presentation

at an assembly or

other gatherings,

explaining the

program, was the key.

RECOMMENDATIONS




65

DIGITAL

MEDIA

Except for Bredasdorp

Social and digital media

as an advertising

medium does not offer

huge potential in this

case.

There is however a

great opportunity to

build social media

communities to allow

for peer support before,

during and after the

program.

RECOMMENDATIONS




66

CAMPAIGN

RECOMMENDATI

ONS




67

Recommendations

LANDING

THE

MESSAGE

Speak to the end goal.

Specific details of what the

program will mean for Youth

(& their future) are more

powerful than intangible

skills or ‘learnings’.




68

Recommendations Politics (and political

organisations) are strongly

associated with corruption. It

is advisable therefore to

promote campaigns primarily

by name & not as a WCG

initiative.

LANDING

THE

MESSAGE




69

Recommendations

A lack of information can be

construed as deliberately

misleading. Make sure word

of mouth campaigns are

supported by print media.

LANDING

THE

MESSAGE




70

RecommendationsOngoing support is of vital

importance. Market

accessibility to program

mentors and educators.

Short term and/or holiday

programs turn the Youth off.

LANDING

THE

MESSAGE




71

RecommendationsAllow for managed digital

communities to form peer

support groups. Ensure

mentors and educators are

also actively supporting

engagement on such

communities.

LANDING

THE

MESSAGE




72

Recommendations Encourage program

graduates to join future

programs in mentorship

roles to build ongoing

credibility.

“Trust is the glue of life. It’s the most

essential ingredient in effective

communication.” - Stephen R Covey

LANDING

THE

MESSAGE




73

RecommendationsDon’t mention a stipend in any

communication - this will most

likely attract the wrong people.

With the serious issue

surrounding drugs and alcohol

it would be more socially

responsible to give food

vouchers from local retailers.

LANDING

THE

MESSAGE




74

WHAT SHOULD

THIS ALL LOOK

LIKE?




75

FOR US,

BY US Show relatable people in relatable environments. People from the

local community have the most impact (as observed from our own

videos as well), especially if peers have access to these

individuals.

It is important to note that celebrity endorsements have no

perceived value.




76


THE

CREATIVE

IDEATell the story of a volunteer in the campaign - from each of

the regions in question; providing basic details like: name,

age, where they grew up, and how they became successful.

Ideally, these images would be of people who’d been

through a similar Youth program.

Ensure that our relevant person is readily available (and

visible) on an ongoing basis for mentorship and support.

What Should It Look Like


INSTANT GRASSINTERNATIONAL

DALI TEMBO

021 425 7355

[email protected]

WWW.INSTANTGRASS.COM

mailto:[email protected]?subject=

http://WWW.INSTANTGRASS.COM

Introduction · Unfocused Groups (120 x Grasses) Introduction. 6 IGI//17961_WCG_YOUTH_AUDIENCE Areas: Gugulethu (Urban) Manenberg (Urban) Beaufort West Bredasdorp Ages 12 - 15 year

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