Mastercard Foundation’s Young Africa Works Summit
The Mastercard Foundation has contributed 1.9 billion dollars in education, skills training, and financial inclusion in efforts to alleviate poverty in Africa. The Foundation engaged Environics Communications to promote the Young Africa Works Summit (#YAW2017).
The challenge was to raise awareness of young people's role in advancing and modernizing agriculture on the continent.
In order to achieve the Foundation’s goal of raising awareness about youth as drivers of agricultural transformation in Africa (the key theme of the Summit), Environics developed a comprehensive social media plan that included organic and boosted posts on Facebook, Twitter, and LinkedIn.
Environics came up with a concept for original graphics to accompany blog posts written by youth delegates, who attended the Summit and shared their first-hand experiences about working in agriculture in Africa. In addition to these graphics, Environics developed an infographic to be shared on the Foundation’s website, as well as social properties, as another tactic to spread awareness of how young people are at the forefront of agricultural transformation in Africa.
Environics also designed graphics to promote the youth delegate blog posts on Facebook. The average engagement rate of these posts was 13.7%, which is 8.3% higher than the nonprofit industry average (5.4%). Additionally, the Foundation's Facebook page earned:
- 3,862,492 impressions
- 177,366 post engagements and
- 5,733 link clicks
Twitter proved to be a powerful tool in raising awareness of the Summit, resulting in:
- 421,893 organic impressions
- 9,905 total engagements and
- 681 link clicks.
We also launched a Twitter ad to increase traffic to the Invisible Lives report on the Foundation site. This ad garnered over 260,000 impressions and 17,090 link clicks.