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proposalFROM SHIFT AFRICA
(Formerly Known as The Ntshulisa Foundation)
CONTENTS PAGE
proposal
IntroductionThe OpportunityThe PropositionGoalsThe PlanThe Right FitIn The Deep EndSustainabilityCostsThe ResultsWhy Get InvolvedBroad Based TransformationContact Details
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Rockstart is a minimum of 24 months nose-dive into the creative economy. Combining formal education with hands-on engagements, with product developers, writers, innovators and designers. Rockstart tackles the problem of developing a hugely underserved talent pipeline.
Rockstart partners with education institutions serving one creative economy and all businesses to develop a cohort of next- generation creative leaders, who are committed to giving back using their talent.
Rockstart sources and provides talented young people with access to quality and relevant education for careers in creativity.
Rockstart meets the skills and the educational needs of South Africa’s rapidly growing youth population.
Rockstart improves students’ core competency skills, social competency and work place readiness using meaningful, culturally appropriate and transferable accredited qualification from Vega School of Brand Leadership, AAA School of advertising, Lisof and Boston Media House.
If your business has a brand, product or marketing department, Rockstart is your opportunity too.
INTRODUCTIONproposal
There are currently 1.5 billion people between the ages of 12 -24 worldwide. More than 80% live in developing countries. This includes young people with academic talent and leadership potential, yet they face barriers to accessing education.
Africa is the world’s youngest continent. Sixty -two percent of the population is under the age of 25. More than 2.2 million young people will enter the workforce between 2011 and 2015.
6 million South Africans between the ages of 18 and 24 are out of school and not working.
These young people face far more than missing a cheque. The long term consequences of youth unemployment extend to social and professional networks, social inclusion, and lifetime earnings. Yet, Sub-Saharan Africa has the lowest rates of secondary and higher education enrolment in the world. In order to sustain the continent’s dynamism it is imperative that its young people are equipped with the skills and knowledge needed to succeed in the global economy.
Education plays a pivotal role in building human capital and productivity. It provides young people with skills to access better opportunities, and increases their decision making capacity and ability to contribute to society. The ROCKSTART Programme provides access to higher education for young people who are creative, talented and committed not only to improving their lives, but to giving back to their communities.
In recent years Africa has experienced an economic and political resurgence. New industries manufacturing, telecommunications, banking, and agriculture – are flourishing. All of these industries require the marketing, communication and advertising sectors to facilitate the delivery of their products to their markets.
1.4 MILLION JOB VACANCIES in the South Africa.SOURCE: Manpower Group. 2012. Talent Shortage Survey Research Results.
88% of EMPLOYERS SAY their success depends on finding and keeping the right employees. SOURCE: Maddock Douglas. 2012. NOP Segmentation Report Out Research Results.
BY 2020, MILLENNIALS will make up more than 50% of the workforce.SOURCE: Lynch, A. (2008). ROI on generation Y employees. Bottom Line Conversations, LLC.
THE OPPORTUNITYproposal
BUSINESSES MUST LEAD TO:
Address the demographic and generational challenges of the 21st century economy
Invest in responsible Corporate Social Responsibility with measurable impact
Bridge the skills gap
Connect the next generation of talent • Meet BEE scorecard requirements
ROCKSTART WILL:
ENGAGE WITH BUSINESSES to connect youth to employment pathways
AMPLIFY EXAMPLES of business leadership and community impact
DEVELOP TOOLS to scale what works
EDUCATE millennials mentally and emotionally
BRIDGE THE GAPS between tertiary education and employment
THE PROPOSITIONproposal
THE GOALSSkills development in the advertising, marketing, media and communications industry. Deliver an accredited course to deserving talented students. Empower students who would have not had a opportunity to enter a tertiary institution. The holistic educational interventions that have beenincluded in the programme, serve to empower the students and give them an opportunity and learn to develop a sense of civic responsibility. Ultimately the benefits for the students will be:
To become industry-ready, entry-level talent for high skilled jobs Ensure decent income jobs Develop skill sets required by the industry Receive Government funded support on training Creating a pool of local talent for high skilled jobs in the creative industries Enhance the student’s marketability
These strengths that will be taught in the programme will build an individual’s ability to become a valuable contribution to the society at large.
Problem: We can’t find deserving talent that needs an opportunity.Solution: Rockstart begins the relationship before completion of high school
Problem: Young people don’t want to work and get experience.Solution: Rockstarters are enthusiastic and hard workers.
Problem: We don’t have the time to train interns.Solution: Rockstarters have been through extensive training before graduating tertiary.
Problem: We don’t have the first clue on how to apply to out SETA.Solution: ROCKSTART handles all paperwork for applications for funding from SETA.
Problem: Our company want to get BBBEE scorecard points but our budgets are small.Solution: Fit into Rockstart’s programs. Get BBBEE points because it was designed specifically with your scorecard in mind
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THE PLANROCKSTART is an experiential program designed to give hands-on experience, coaching, critiques, tools, work space and connections to professional communities that will help start their careers, that may just change the world.
It’s everything that you wish you knew on day one, month one, year one of your career. It’s in Gauteng. And it’s just getting started...
Rockstarters attend monthly sessions as well as attend full time school.
Rockstart interventions cover the skills necessary to succeed in the workplace, including topics like critical thinking, communication, taking initiative, productivity, leadership, and financial literacy. It also covers creativity and innovation, flexibility and adaptability, and social and cross-cultural skills. This highly interactive program also serves as an opportunity to bring incredible talent from various industries to share their wealth of knowledge and experience through an
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We work with employers to educate learners about job opportunities in the marketing, advertising, telecommunications and media industries.
We execute sector focused career fairs and devel- opment interventions that promote career exploration skills, as well as increase knowledge of options and paths for careers in the creative economy
To find the talent, they need to have their pas- sion awakened at as early an age as possible.
Designed to provide Rockstarters with holistic support, including:
- COMPREHENSIVE SCHOLARSHIPS Students receive complete financial support for fees, uniforms, books and supplies.
- READY 4 WORK SKILL BUILDING Students benefit from enrichments in skill areas relevant to employment success, such as critical thinking, communications and entrepreneurship.
- TRANSITION SUPPORT Students will receive support during their transition into university or the workforce with mentoring, career counselling, internships, leadership development, and other life skills coaching.
- PAY-IT-FORWARD
An integral component of the Program is the commitment from the Students to give back to their communities. Students will demonstrate this commitment through
Supported employment through an MICT SETA registered internship for a minimum of x1 year combined with all the essentials to building a sustainable career.
52 of work- place experience, coaching, discussions with industry leaders, real tools, group critiques, hands-on-help, a space to work and
time to on practicing the skills learnt in the previous year.
PHASE 1
PHASE 3
PHASE 2
volunteerism and community service, as well as other forms of experiential learning.
- C-TALKS
CEO’s, corporate leaders & other “Super- heroes” engage, inspire and educate our young talent.
THE RIGHT FITDo they want to change the world? Are they foolish and ambitious enough to think they can? Are they a problem solver and a connector of dots? Do they have some ideas and just need a little time and guidance to turn them into reality? Do they want to help people along the way? Are they always creating, creating, and creating? Do they have an itch to make it on their own? Do they believe that they can shape their own future?
If they answer yes to these questions, they are the candidates we want!
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IN THE DEEP ENDPart of being a ROCKSTART Candidate is the ability to swim with the big fish. How better to know what their swimming skills are than allowing them to dive head--first and work on live briefs with massive brands? We tested the waters in 2014 with a collaboration with Glaxo Smith Kline (GSK) by having our students engage with their brands and throw around a few ideas for their campaigns. Well, a few of them stuck! The students had presented concepts for the launch of an Aquafresh campaign, “Captain Aquafresh” .The students had to: 1. Research the reasons Aquafresh’s competitor has created a generic name 2. Create a social media campaign to increase Aquafresh brand awareness. 3. Create print advertisements for Calpol 4. In depth brand evaluations of brands such as Med-Lemon, Eno and Horlicks. Outcome: ROCKSTART concepts were used in nationwide campaigns in 2014.
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SUSTAINABILITYYOUTH INSIGHTS INCUBATION TANK
As a service and income generation mechanism, in 2015 we introduce the formal arm that has been in operation since inception providing clients’ with an opportunity to unpack South African youth identity through a formal structured process.
DIG is the process that ROCKSTART follows to create solutions for clients’ who need youth insight for their brands. This process has been honed and amended over 8 years to help understand what makes youth tick. It contains three distinct phases.
Discover:The Discover phase informs our intuition. This means scoping out the project, making use of what we know, planning, recruiting and conducting new fieldwork.
Insights:The Insights phase turns what we have heard, read and learnt into insights. This means story-telling, clustering and spotting of macro and micro themes.
Generate:In the Generate stage we turn out insights into solutions – kicking off ideation. This means we are in synthesis mode, clashing topic together, brainstorming and coming up with ideas.
ROCKSTART SERVICES
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COSTSPHASE 1: FIND THEM
Critical to the success of the programme, sourcing the right talent is as important as the programme itself.
We will run four Creative Clinics a year to bring awareness to Careers in the Creative Economy with an average of 100 students in attendance at each clinic. The students attending these workshops are handpicked from schools in disadvantaged communities who offer art, drama and have strong Language faculties. We have worked with the Department of Education to select the schools with the most potential. The cost of each Creative Clinic is R60 000. We hope to host a minimum of four clinics this year which will total the amount of R240 000.
PHASE 2 : GROW THEM
The scholarship offered to each student is valued at approximately R60 000./p.a. This includes:
Academic tuition Life skills tuition Entrepreneurship training Educational supplies and materials Textbooks Orientation pack Outings (day trips) Meals
PHASE 3: NURTURE THEM
Internships provide real world experience to those looking to explore or gain the relevant knowledge and skills required to enter into a particular career field. Phase 3 exists to build work experience to the graduates newly acquired qualification.
We suggest a minimum of one-year contract be signed with an intern to make a sustainable impact on their career. Remuneration would vary from company to company; however, we would suggest no less than R 6000/per month as a stipend.
During their employment, we continue their education process with monthly meetings, work performance assessments from their Employers, and supplementary education that does not impact on their working hours .
We call this model Supported Employment. The employer has the option of continuing to support their development with a SETA funded bursary, which will allow the candidate to further their studies. We facilitate this process to make it easy for all businesses to grow their Staff skills without a significant financial implication.
Alternatively, many of our candidates are employed as full time employees within the businesses where they served their Internship.
This is called Learner Absorption and has a positive increase on the businesses’ BBBEE scorecard rating.
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THE RESULTS Internships involve a high portion of on-the-job training so the students’ productivity is not impacted as much as with traditional learning methods.
SETA offers grants for internships so the cost of employing an intern could be covered by your industry SETA. (*Shift Africa Consulting assists ROCKSTART partners with the SETA application process and relationships navigation)
SARS offers R 30 000 upon commencement and completion allowances for learnerships and internships.
Internships are plugged into the National Qualifications framework so that they give access to further learning and are nationally recognized.
Your business will increase in market share because of skilled and competitive workforce.
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WHY GET INVOLVEDThe programme was created with the Industry Charter in mind and structured to meet industry requirements and standards.
Contributes to sustainable, meaningful skills and training and CSI spend with measured impact.
Possibility of receiving compensation from your industry SETA to cover a portion of the investment in the bursary as well as the salary for employing interns.
Time invested by your employees into Employee Volunteerism will contribute towards your CSI contribution.
Include skills development initiative that impacts positively on your staff.
Gain maximum points on your BBBEE Scorecard - Skills Development - CSI
Bridging the gap on the skill shortage in South Africa Implementation of needed educational support to the underprivileged youth of South Africa.
When we improve the economic conditions around us, we automatically improve the social conditions around us (decrease poverty, decrease drug abuse and crime, improve education and improve health conditions and overall wellbeing.)
Develop a student who is ready for your workforce who could become a valued employee and expands the growth of skills in the industry
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The programme was created with the goal of applying a Broad Based Transformation approach in the execution of the ROCKSTART Project to optimize a company’s BBBEE Scorecard.
Please speak to Shift Africa about all your transformation needs.
www.shiftafrica.org.za | [email protected]
Broad Based Transformation is about doing the right thing, the right way and scoring through Broad Based Black Economic Empowerment.
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BROAD BASED TRANSFORMATION
