Youlead: The story of black flower pond [Kalumal Pokuna]

Chamith Buthgumwa, Ashan Bandaranayeke, Vinoli De Alwis

YouLead, an IESC programme, created a myth in Sri Lanka to encourage young people to seek career guidance.

Campaign details

Brand: YouleadBrand owner: International Executive Services CorporationLead agency: Isobar Sri lankaContributing agencies: Alex Productions, Blueo ProductionsMarket: Bangladesh,Brunei Darussalam,Bhutan,Hong Kong,Indonesia,India,Japan,Cambodia,Korea, Democratic People's Republic,Korea, Republic of,Lao People's Democratic Republic,Sri Lanka,Myanmar,Mongolia,Malaysia,Nepal,Philippines,Singapore,Thailand,Taiwan,VietnamSector: Charities & voluntary organisationsMedia channels: Online video, Outdoor, out-of-home, Public relations, Social media, Word of mouth, influencersBudget: Up to 500k

Executive summary

YouLead is a USAID-funded, four-year programme implemented by IESC to improve technical and vocational education and training and increase the employability of young people in Sri Lanka. Yet, over the years, young people...

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