Edge & Motion Group Limited (E&M Group) has bagged the prestigious award for Public Affairs Campaign of the Year and PR Event of the year in the Public Relation’s Society of Kenya (PRSK) Awards for excellence 2018.
The winning campaign, Next Generation Kenya 2018 – a youth targeted research series from the British Council global research focusing on the attitudes and aspirations of young people, policies and conditions that support them in becoming creative, fulfilled and active citizens – was awarded for its outstanding campaign coverage.
The research was conducted across the nation, using literature review, qualitative and quantitative research. It covered 4 major counties namely; Nairobi, Mombasa, Kisumu and Turkana – and a sample of over 4000 youth. E&M Group was tasked to creatively disseminate the information garnered from the research to the youth and launch the report to the two major audiences – key stakeholders and the youth.
The campaign which intended to shape policy and projects at British Council and in the government through the report, was used to inform the annual legislative summit as well as informed the completion of the National Youth Policy and the engagement between Kenya and the British Government – the report has gone ahead to inform Africa’s engagement with the UK when it comes to mapping the future for the continent.
Commenting on the win, the agency’s Managing Partner, Ms Elly Fred said E&M Group won the award for its ability to be creative and strategic and also for its focus on digital media.
“The campaign has positively impacted the lives of the Next Generation Youth Task Force (YTF) enabling them to secure employment opportunities and various scholarships across the world that place them in a suitable position to impact the young generation. With YTF leader, Simon Ndirangu having been privileged to speak and represent African Voices with members of the House of Lords in the UK,” said Ms Fred.
E&M Group which was pegged with giants in the PR industry, attributes the success of the campaign to strategic youth engagement with creative ideas.
‘’With the changing trends, there is need to incorporate strategic communication with creative ideas. Being a youthful agency, E&M was able to strike a balance and manage the launch of Next Generation Kenya with innovative and youthful ways that complimented the Next Generation Kenya Multimedia campaign dubbed #MyVoiceCounts,” she added.
The campaign included a selection of Celebrities and influencers. These individuals were reviewed and selected for the leadership roles they played in regard to issues affecting youth. They included Renee Ngamau, Speaker & Life and Business Strategist, Ronald Osumba, Chairperson of the Youth Enterprise Development Fund, Sam Gichuru, Founder and CEO Nailab, Scheaffer Okore, Vice chairperson of Ukweli Party and head of programs for civic engagement at Siasa place and Nerima Wako, a vocal political analyst. Their role was to speak on key areas regarding the report.
“We would like to thank the British Council who believed in us, all the celebrities that lent us their voices and all our Next Generation Campaign partners who tirelessly worked to make this campaign a resounding success. One of the most easily overlooked tips for running a youth event is that we need to involve youth at every stage of the planning and e*******n” added E&M Group, Partner – Operations Lead, Ms Hellen Gicheru.
E&M Group was incorporated in 2014 but began operations in 2016, it is an independent, entrepreneurial and tenacious public relations and marketing communications consultancy, laser focused on achieving client objectives. The agency believes that communication campaigns should be based on a healthy blend of research and imagination, while embracing innovation, technology and profound skillset.