The Kenya Private Sector Alliance (KEPSA) and Twiva have introduced the Twende Digital Project, aimed at bridging the employment gap for young Kenyan digital content creators. The initiative, funded by the Challenge Fund for Youth Employment (CFYE), not only promises to generate job opportunities for the youth but also seeks to empower small and medium enterprises (SMEs) by enhancing their digital capabilities.
Unlocking Opportunities Amidst Unemployment Challenges
The Twende Digital Project comes as a response to the alarming youth unemployment figures in Kenya, where a staggering 50 percent of the 2.97 million jobless individuals fall within the 18 to 29 age bracket. This ambitious project is strategically designed to address this critical issue by providing meaningful work opportunities to both urban and rural areas across Nairobi, Nakuru, Kisumu, Mombasa, Eldoret, Nyeri, Machakos, Kiambu, Garissa, and Kakamega.
Under the project’s umbrella, selected businesses will receive an array of digitization services and tools at no cost for the next 12 months. These encompass influencer marketing service credits, content creation credits, access to business digital coaches, and connections to influencers or resellers who can help market the SMEs’ products. Furthermore, the initiative offers essential training in digital marketing and advisory services.
Empowering Youth through Digital Transformation
Paul Ngugi, Deputy Country Lead of the Challenge Fund for Youth Employment, emphasized the pivotal role of meaningful youth participation in employment projects. The CFYE’s broader vision aims to create 230,000 dignified jobs for young people in Africa by 2026, aligning with the continent’s strategy of promoting good jobs and good salaries.
Dr. Ehud Gachugu, Director of Youth and Jobs at KEPSA, highlighted the transformative impact of digitization on businesses. He emphasized that adopting digital technologies not only expands market reach but also creates exciting work opportunities for Kenya’s young population.
Twiva’s Crucial Role in Social Commerce
As a social commerce platform, Twiva plays a vital role in connecting micro, small, and medium enterprises with digital markets through content creators. This innovative approach involves experienced social media influencers and resellers promoting goods and services on behalf of SMEs. This symbiotic relationship not only creates employment opportunities for influencers but also enhances the productivity of the businesses through digital integration.
Peter Kironji, CEO & Co-founder of Twiva, expressed optimism about the transformative impact of the Twende Digital Project. The project’s goal is not just to be a statistical success but a catalyst for change, elevating the average income of employed youth and reshaping the narrative of meaningful work.
Addressing Challenges and Fostering Inclusivity
The Twende Digital Project stands out for its commitment to inclusivity, with 60% of opportunities allocated to women-led SMEs. The project focuses on building digital skills among SMEs and providing startup opportunities for youth without formal experience or capital, particularly in logistics and product shipping.
The partnership envisions expanding its reach, serving more youth and women through additional social influencers enlisted via the Twiva platform. This strategic approach aims to contribute to economic growth and create a sustainable future beyond the CFYE project.
The Vision Ahead: A Beacon of Hope
Philip Karanja, CEO of PhilItTV, emphasized the importance of businesses collaborating with influencers to elevate their brand visibility. In a world grappling with limited capital and formal job opportunities, Twende Digital pioneers a new approach. By leveraging digital technologies and the influence of social media, the project opens doors for youth-owned agribusinesses and scalable enterprises, fostering an ecosystem where businesses thrive, and individuals flourish.
In a world facing challenges, Twende Digital emerges as a beacon of hope, illuminating a path toward economic empowerment, inclusivity, and a future where every young individual has the opportunity to thrive. This partnership exemplifies the transformative power of collaboration and innovation, charting a roadmap towards a brighter, more equitable tomorrow.