YOUTHSPEAK  Campaign  Ac+va+on  Gordon  Ching,    Global  Vice  President  Digital  Marke+ng,   AIESEC  Interna+onal  14-­‐15  

“Ours  is  the  first  genera+on  with  the  poten+al  to  end  poverty  –    and  the  last  to  act  to  avoid  worst  effects  of  climate  change”  

-­‐  Ban  Ki  Moon,  United  Na+ons  Secretary-­‐General

It’s  an  important  7me  for  our  genera7on

ARrac+on  &  Conversion  -­‐  the  golden  ques+on

• How  do  you  a?ract  as  many  young  people  as  possible,  get  them  engaged  with  AIESEC  in  small  or  big  ways,  and  enable  them  to  experience  AIESEC  even  if  they  may  not  have  the  commitment  for  it?  

• Crea7ng  promotors  even  if  they  are  not  heavily  involved  in  the  full  AIESEC  experience  to  generate  greater  public  awareness    

• Recognizing  that  people  have  different  priori7es  and  interests  in  life  that  may  not  be  aligned  with  AIESEC  -­‐  but  could  benefit  from  being  exposed  to  our  vision  and  purpose  

How  YouthSpeak  fits  into  our  organiza+on  

Purpose

Core  Programmes

YouthSpeak

One  of  the  major  boRlenecks  to  achieving  our  “engage  and  develop  every  young  person  in  the  world”  mission  statement  is  the  exclusiveness  and  accessibility  of  AIESEC.  

By  introducing  YouthSpeak,  it  is  the  ul+mate  “no-­‐barriers”  programme  that  enables  any  young  person  and  stakeholder  to  par+cipate  in  advancing  issues  relevant  to  their  society.  A  flexible,  aRrac+ve  and  engaging  approach  to  making  AIESEC  relevant  to  any  young  person  and  distribute  a  way  to  get  involved  with  no  barriers  and  low  commitment.  YouthSpeak  focuses  on  relevant  issues  and  turns  that  into  youth  opinion  via  the  YouthSpeak  survey,  and  for  people  who  are  commiRed  further,  they  can  get  formally  involved  to  be  a  member  of  AIESEC  and  create  real-­‐world  impact.    

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Anyone,  anywhere  can  get  involved  and  learn  about  AIESEC’s  purpose  in  “snack-­‐size  bits.”  Like  an  “appe+zer”  to  the  core  programmes.

Purpose  of  YouthSpeak

“To  convert  youth  opinion   into  real  world  impact”  

Meaning  that  we  want  to  connect  with  what  young  people  care  about  and  help  empower  them  to  take  acDon  on  issues  

that  will  create  a  posiDve  impact  in  their  society.

Ac+va+ng  the  Global  Youth  Voice

YouthSpeak  campaign  has  mobilized  over  27,000  people  to  par+cipate  so  far

YouthSpeak’s  key  divisions• Crea+ng  a  movement:  We  inspire  a  global  movement  driven  by  young  people  that  unites  a  global  community  of  people  and  leaders  who  want  to  make  a  difference  in  society.  

• Forming  the  global  youth  voice:  Through  a  global  youth  survey,  we  turn  their  opinions  and  thoughts  into  a  global  youth  voice  that  amplifies  our  ability  to  create  sustainable  change  by  first  understanding  the  challenges  at  hand,  and  the  moDvaDons  to  enable  such  change.  

• Advoca7ng  for  change:  By  advocaDng  on  behalf  of  the  global  youth  voice,  we  aim  to  work  together  with  decision  makers  to  drive  change  in  areas  like  educaDon  and  employment  to  enable  more  young  people  to  achieve  their  full  potenDal.

Focus  of  YouthSpeak  2.0

• YouthSpeak  2.0  does  not  focus  on  a  specific  issue,  but  highlights  key  ones  like  educa+on  and  employment  as  these  are  the  top  issues  that  young  people  care  about.  

• The  core  focus  is  on  something  broader  —  how  can  we  create  a  society  where  more  young  people  can  reach  their  full  poten+al  -­‐  this  includes  transforming  the  classrooms,  workplace,  integra+ng  leadership  development  into  +me  at  school,  global  awareness,  etc.  

How  do  you  run  YouthSpeak?

For  member-­‐commiRees    • To  discover  the  most  pressing  issues  in  the  country/territory  and  connec+ng  

it  with  key  messages    

• Align  promo+onal  materials  across  en+ty  with  global  YouthSpeak  campaign  and  drive  conversion  to  aiesec.org/YouthSpeak  (YouthSpeak  Survey)  

• Engage  external  stakeholders  (youth,  business,  third  sector,  government  leaders)  in  par+cipa+ng  in  the  campaign  to  raise  awareness  about  the  most  important  issues  and  ac+va+ng  a  youth  voice  to  create  solu+ons  

• Crea+on  of  the  crea+ve  media  -­‐  photography,  videography,  storytelling  and  digital  and  physical  engagement  to  spread  YouthSpeak    

• To  consolidate  promo+onal  ac+vi+es  on  local  level  and  packaging  it  to  tell  the  bigger  picture  story  and  amplify  the  messages  

For  local-­‐commiRees    • To  distribute  the  campaign  across  the  local  commiRee  and  ac+vate  members  to  be  

“advocates”  for  the  cause    

• To  print  T-­‐Shirts  and  branding  materials  to  raise  physical  and  digital  awareness  across  channels    

• Engage  external  stakeholders  (youth,  business,  third  sector,  government  leaders)  in  par+cipa+ng  in  the  campaign  to  raise  awareness  about  the  most  important  issues  and  ac+va+ng  a  youth  voice  to  create  solu+ons  

• To  create  publicity  stunts  that  generate  buzz  and  aRen+on  of  pressing  social  issues  in  the  local  community  and  amplifying  these  messages  with  the  rest  of  the  en+ty    

• Leveraging  massive  student  engagement  to  create  filmed  stories  and  mini  documentaries  to  highlight  the  human  experience  of  YouthSpeak    

• To  posi+on  AIESEC  +  YouthSpeak  as  a  key  enabler  of  turning  youth  opinion  into  real  world  impact  

AI

MC

LC LC LC LC LC

MC MC

Survey  Distribu+on

AI

MC

LC LC LC LC LC

MC MC

Promo+onal  campaign  amplifica+on

Distribu+on• AI  -­‐  LC:  While  AI  drives  the  key  messages  and  overall  

branding  of  the  YouthSpeak  campaign,  the  majority  of  the  distribuDon  and  promoDonal  acDviDes  need  to  come  from  MC  and  LC’s  to  help  connect  relevance  and  traffic.  

• LC  -­‐  AI:  LC’s  will  be  key  to  bringing  YouthSpeak  to  “life”  —  where  real  stories  and  engagement  happen  on  a  primarily  physical  channel,  boosted  by  digital  engagement  and  storytelling.  The  content  from  LC’s  should  be  captured  and  re-­‐packaged  for  MC’s  to  distribute.  The  best  content  should  be  shared  to  AI  for  global  distribuDon  and  reach.

Key  ac+vi+es  • YouthSpeak  movement:  generates  a  movement  of  young  people  to  voice  their  opinions  

on  relevant  issues  and  creates  the  emoDonal  connecDon  and  community  to  create  the  global  youth    voice    

• Youthspeak  Survey  -­‐  harnesses  the  global  youth  voice  through  data.  Turning  it  into  insights  to  generate  powerful  discussions  and  valuable  informaDon  on  the  state  of  youth  opinion  and  what  opportuniDes  exist  to  improve  and  the  challenges  to  overcome    

• YouthSpeak  Forum  -­‐  a  curated  space  where  young  people  and  external  leaders  can  engage  on  youth  related  topics  that  tackle  social  issues  and  help  generate  new  business  opportuniDes.  Plus  the  physical  engagement  enables  deeper  understanding  of  the  campaign  and  to  see  the  real-­‐life  discussions  and  acDons  -­‐  projects  can  be  created  here  to  be  created  and  funded  

• YouthSpeak  Advocacy:  engaging  external  stakeholders  on  the  insight  and  data  to  establish  AIESEC  as  a  youth  voice.  To  posiDon  us  as  a  relevant  source  of  youth  opinion  and  being  able  to  represent  and  collaborate  to  create  real  world  impact  

Format  of  Forum

YouthSpeak  Forum  is  where  youth  opinion  converts  into  ac+ons  for  real  world  impact

YouthSpeak Movement

YouthSpeak Survey

YouthSpeak Forums

Creation of programmes and

projects

What’s  the  flow?YouthSpeak  movement  captures  the  youth  opinion  via  the  survey  and  

converts  it  into  ac+onable  insights  that  guide  the  crea+on   of  relevant  programmes  and  projects

Examples:  Promo+onal  Stunts• YouthSpeak  Interviews:  interview  thought  leaders  and  youth  on  the  issues  

at  hand  and  how  they  are  commiRed  to  driving  ac+on.  Including  engaging  them  on  providing  perspec+ve  and  empowerment  to  the  youth  movement    

• YouthSpeak  publicity:  run  photo  booths  that  enable  people  to  take  a  picture  with  a  picture  of  “I  speak  up  for  _____”  and  have  them  use  the  hashtag  #YouthSpeak  and  post  their  pictures  online  explaining  why  they  care  about  this  specific  issue  and  tagging  their  friends  to  par+cipate  in  doing  the  survey    

• Social  media  and  discussions:  sparking  new  ideas  via  fast-­‐paced  discussions  and  generate  a  buzz  by  capturing  the  opinions  of  youth  and  doing  it  in  a  public  online  space  

• Key  principles:  make  it  EASY  to  par+cipate  in,  SIMPLE  to  understand,  FOCUSED  on  connec+ng  people  and  SOCIALLY  SHARABLE

Get  Involved  now

• Campaign  landing  page:  aiesec.org/youthspeak  

• Materials  &  Branding:  aiesec.org/youthspeak-­‐resource-­‐centre  

• Are  you  a  MCP/MCVP  MRKT?  Fill  out  your  en+ty’s  commitment:  here  

• Follow  facebook.com/AIESECYouthSpeak  and  facebook.com/AIESEC  twiRer.com/YouthSpeak2015,  twiRer.com/AIESEC,  instagram.com/AIESECYouthSpeak    

• Contact  gordonc@ai.aiesec.org  for  more  informa+on

Let  your  voice  be  heard!  #YouthSpeak