Campaign details

Advertiser: Nescafé
Agency: Hill+Knowlton Strategies

The brief

Youth unemployment in Greece is at an all-time high of 50% and shows no signs of improving. The situation has created a massive brain drain effect, with people moving abroad in search of better opportunities, threatening the economic future of Greece.

One of the main causes of unemployment is a gap between what the real economy needs and the skills of graduates.

So Nescafe, a brand in touch with Greece's youth, decided to really do something about the situation and asked Hill+Knowlton Strategies to create and implement a comprehensive CSR campaign to address the issue.

The objectives

To create a program for the young generation that will allow young Greeks to dream again and take their future in their hands. A program that brings back hope makes an actual impact on society and becomes a social intervention. The communication campaign wanted to:

  • Inform, Educate, Empower and Engage the graduate/unemployed students
  • Create top of mind for Nescafe's CSV for youth among various target audiences
  • Enhance Nescafe's image as a social brand
  • Support Nestlé's CSV character

The challenge