In collaboration with Ogilvy Social Lab and the EU delegation, we launched a campaign showcasing job creation with Senait’s story and education through Anteneh’s Erasmus journey.
The European Union (EU) aimed to showcase the tangible, positive impact of its enduring partnership with Ethiopia, positioning itself as the preferred partner in seven African countries. The challenge was to effectively convey success stories and demonstrate the EU’s contribution to job creation and education.
In collaboration with Ogilvy Social Lab and the local EU delegation, a two-wave campaign was initiated. Wave 1 focused on Job Creation, highlighting the success story of Senait, an Entrepreneur and Job Creator in Raya Kobo. Collaborations with Betty G for a live concert and Mafi Mafi for a virtual fashion show expanded the campaign’s reach. Wave 2 shifted the focus to Education, particularly the Erasmus program, with a TV commercial narrating the inspirational journey of Anteneh, an Erasmus Mundus Alumni from Gondar.
The campaign successfully conveyed the positive impact of the EU-Ethiopia partnership, showcasing success stories from both the Job Creation and Education sectors. Through compelling narratives, it solidified the EU’s position as the preferred partner, strengthening its role in seven African countries, including Ethiopia. The campaign effectively communicated the EU’s commitment to enhancing resilience, curbing irregular migration, and fostering economic growth and employment opportunities in the region.
