Safaricom, through its youth platform Safaricom Hook, has partnered with The Coca-Cola Company’s Sprite brand to equip young people with digital and financial skills under the Hook’d on Fresh Masterclass Series.
Over 300 Youth Trained in Eldoret
The latest session, held at University of Eldoret, brought together more than 300 students and youth from the surrounding community.
Participants received training in content creation, monetization, and digital literacy—skills considered essential for success in today’s digital economy.
The initiative follows a similar engagement at Jomo Kenyatta University of Agriculture and Technology (JKUAT), marking the rollout of the nationwide programme targeting university students.
Industry Creators Share Insights
The masterclass featured leading creatives, including musician Collo Blue and digital dance creator Tileh Pacbro, who shared practical insights on building sustainable careers in the digital content space.
Students also highlighted the broader value of digital platforms.
“I have learned that in addition to entertainment, platforms like Safaricom Hook are also useful in studies and research due to affordable internet bundles,” said Norman Kipkurgat, a second-year student.
Focus on Financial Literacy and Digital Opportunities
According to Safaricom’s Chief Consumer Business Officer, Fawzia Ali, the Hook’d on Fresh campaign is designed to nurture young creators by providing skills, tools, and inspiration to thrive in the digital economy.
She noted that the programme also emphasizes financial literacy, encouraging youth to adopt a saving culture early while exploring opportunities in technology and digital innovation.
Nationwide UGC Challenge Launched
Alongside the masterclasses, Safaricom and Sprite have introduced a nationwide User Generated Content (UGC) challenge targeting young creators on platforms such as TikTok and Instagram.
Participants are required to create short-form videos showcasing creativity across music, sports, fashion, and comedy using campaign hashtags.
The competition features a tiered reward system, with 403 winners expected across nine levels. Cash prizes range from KES 3,000 to KES 20,000, alongside smartphones and data bundles, with winners announced monthly.
Driving Youth Participation in the Digital Economy
The Hook’d on Fresh Masterclass Series is set to tour universities across Kenya, combining digital skills training with financial empowerment tools such as Ziidi Invest and Save.
The initiative positions young people to better navigate and benefit from opportunities in the rapidly evolving digital economy.