Background: A Comprehensive Approach to Youth Empowerment

The Ganjisha Content Program was designed to address the multifaceted challenges young people face in Kenya, particularly unemployment. The program has set its sights on achieving several key objectives:

• Promoting Digital Literacy: The program provides essential digital skills to participants, enabling them to produce high-quality, marketable content.

• Fostering Entrepreneurship: Participants learn how to monetize their content, turning their creativity into a sustainable livelihood.

• Advancing Community Engagement: Peer-to-peer learning and mentorship programs foster a supportive community for youth to grow and share knowledge.

• Enhancing Inclusion: Special emphasis is placed on reaching underserved and disadvantaged youth across Kenya’s 47 counties, ensuring equitable access to opportunities.

Learning Modules: Preparing Youth for the Digital Economy

The Ganjisha Content Program offers a comprehensive curriculum designed to give participants the skills they need to succeed as content creators and entrepreneurs. Some key learning areas include:

• Vision and Goal Mapping: Helping participants set long-term goals and align their efforts with actionable strategies.

• Introduction to Content Creation: Foundational training in digital content production, including videography, photography, and graphic design.

• Business Model Canvas for Content Creators: A guide to structuring and monetizing digital content.

• Financial Literacy: Teaching participants how to manage their finances, save, and make informed investment decisions.

• Social Media Marketing and Ethics: Insights into how to leverage social media for marketing, along with a focus on ethical practices.

Structure and Reach of the Program

The Ganjisha Content Program is a 12-month initiative to train 7,000 young creators. The training is delivered through a combination of on-site classes, where participants can attend sessions organized by local community-based organizations (CBOs), and online masterclasses, which offer participants the opportunity to learn directly from established content creators.

Each participant undergoes two weeks of intensive training, receiving a certificate upon completion of 75% of the course. So far, the program has reached 27 counties, engaging more than 3,037 youth, including 1,608 females and 1,429 males. The program also collaborates with 36 community leaders to facilitate local training and mentorship, further extending its reach into underserved areas.

Progress and Achievements

By the middle of the year, the Ganjisha Content Program had made significant strides in its mission to empower youth:

• Geographical Reach: The program has already reached 27 counties, including major regions like Nairobi, Kisumu, and Mombasa.

• Community Engagement: With the help of 35 community leaders, the program fosters a supportive learning environment for participants across different regions.

Alignment with SDGs: Sustainable Development and Decent Work

The Ganjisha Content Program aligns with Sustainable Development Goal 8 (SDG 8), which focuses on promoting decent work and economic growth. By equipping youth with practical skills in digital content creation and entrepreneurship, the program not only addresses unemployment but also empowers participants to build sustainable careers.

Youth Testimonials: Impact Stories from Participants

The real impact of the Ganjisha Content Program is reflected in the personal stories of the participants:

• Fadhila Saidi

  from Bungoma County highlighted the importance of self-marketing: “What I liked most with Ganjisha Content Program is the topic that talks about the content creator and self-marketing. As a content creator, I can come up with an idea on social media and inform the public about my passion thus marketing my business.”

• Margaret Njambi Njoroge

  from Nairobi shared how the program equipped her with skills in graphic design and photography, as well as financial literacy: “What I liked most about the Ganjisha Content Program is that it has enabled me to know which skills I need to be a good content creator. It has enabled me to learn some skills in graphic designs and photography. Financial literacy has also taught me on how to manage my income.”

• Paul Njai Maina

  from Nyandarua praised the program for building his confidence: “What I liked most about the Ganjisha Content Program is that it helped most in growing one’s self-confidence and how to overcome fear when giving out information to a large congregation.”

• Barasa Concepta

  from Nairobi appreciated the financial literacy aspect of the training, learning how to save money and acquire loans through financial platforms. “What I like in Ganjisha content program was financial literacy which taught us how to spend money without wasting i.e through savings and acquiring loans through financial platforms.”

Partner Contributions: A Collaborative Effort

The success of the Ganjisha Content Program is built on the strength of its partnerships:

• Africa Digital Media Foundation (ADMF): Africa Digital Media Foundation (ADMF) is the non-profit arm of the Africa Digital Media Institute, a career accelerator that provides training, mentorship, and a platform for Africa’s creatives to turn their passion into a profession. As a support for the ecosystem, the Foundation mobilizes skills, finance, and policy change to create jobs for youth in Africa’s digital economy.

• Digital Opportunity Trust (DOT) Kenya: DOT Kenya’s mission is to empower underserved and disadvantaged youth with digital skills and self-confidence to thrive in the digital economy.

• Google.org: As a key supporter, Google.org combines funding, innovation, and technical expertise to address the challenges faced by underserved communities.

Building a Sustainable Digital Future

The Ganjisha Content Program represents a significant step toward reducing youth unemployment and fostering sustainable livelihoods in Kenya. Through practical training, peer-to-peer mentorship, and entrepreneurial support, the program is empowering young creators across the country to harness their creativity and build successful careers in the digital space. As it continues to expand, the Ganjisha Content Program is poised to play a vital role in shaping the future of Kenya’s digital economy.