Design & Technology Institute
Skills Training | Youth Empowerment
Strategic Communications | Media Relations | Content Development
Young Africa Works Programme
The Young Africa Works Programme, a flagship youth TVET employability initiative supported by the Mastercard Foundation, aimed to elevate its national profile by shifting the perception that skills training is only for school dropouts. It sought to engage Ghanaian media and communicate its impact to funders, government, and potential participants. Although the programme was doing excellent work, it remained largely unknown outside its local community and was burdened by the stigma that skills training is solely for school dropouts.
What We Did
Mech Consult designed and implemented a long-term media and communications strategy for the institute. We developed a compelling narrative for skills training, built relationships with key Ghanaian education and development journalists, produced content for multiple-channel communication, and managed visibility across national print and broadcast media and online news portals.
The Outcome
The youth in TVET Programme has greatly improved its visibility within Ghana’s media scene. It is now recognised as a leading youth employability initiative that attracts young people to TVET and empowers them to shape their future. Continued positive national media coverage reinforces progress toward meeting the institute’s community-level recruitment goals, especially among young girls.
