The IDC, are a financial provider for industrial development projects, they play a catalytic role in promoting partnerships across industries within and outside South African borders, and promote regional economic growth. The brief was for the IDC to take the lead in communicating a meaningful youth enterprise development campaign. The objectives were:

• To invite youth-owned business to engage with the IDC around financing
• Increase awareness & understanding of the role of the IDC in industrial development in SA
• Build and/ stregnthen partnerships with relevant youth organisations and other stakeholder groups
• Mobilise South Africans behind the IDC brand

The big idea: Give Your Idea a 30 Second Chance

Everyone at some point in their life has a business idea. Some don’t act on it, some start but never follow through and for some they get to see their idea come alive. The intention of this proposed campaign was to inform the youth that there is a place where their ideas can be given a chance to live and they can take this as an opportunity to partner with the IDC to give their idea the chance it deserves.

The campaign uses teaser print ads designed to personify ‘your idea’ to urge you to pay attention to it. This leads you to download the 30 Sec Pitch App. On the App you find various tools, updates on the campaign and a platform to record, perfect and submit your business pitch. Winners of the pitch would then be sent to a televised boot camp and the final winner ultimately partners with IDC to give their idea a chance to succeed.