The National Youth Development Agency (NYDA) has launched a campaign aimed at encouraging a positive mind set among the country’s youth.
The Limitless Youth campaign is a call to action to young people to have a ‘get up and go attitude’ by making use of the programmes and resources offered by the NYDA, private sector, government and civil society.
According to research, one of the major challenges facing the youth of South Africa is hopelessness, rather than a lack of resources or job opportunities. It was with this in mind that the NYDA established the campaign.
It is a creative, youthful, informative way of interacting with young people through initiatives such as edutainment programmes in communities using performances, exhibitions and prizes.
Young people are informed about NYDA products, services, campaigns and programmes in their home language in a fun, relaxed environment.
Limitless Youth TV advertisements encourage the youth not to allow their circumstances to define them or let their past hold them back. Radio and print advertisements also form part of the campaign.
In addition, the annual South African Youth Awards honours the young, extraordinary achievers of the country.
The awards also recognise individuals and organisations that have made an outstanding contribution to youth development.
The SA Youth Awards provide a platform to showcase the exceptional work and contribution that young people are making in their communities and to the world. It’s an opportunity to tell the inspiring stories of young people who rise about the odds.
The NYDA also uses other platforms to share the stories of NYDA brand ambassadors, who have made a success of their young lives. This is done to inspire other young people and provide them with role models that they can emulate.
In additional to all of this, the NYDA Limitless Youth TV series is currently airing on SABC 1 every Sunday at 1pm.
Featured stories are compiled from the database of NYDA beneficiaries or focus on the lives of inspirational youngsters from across the country. A book titled Limitless Youth will also be launched in June.
Most importantly, the Limitless Youth initiative is more than just a campaign but rather a set of value systems that the NYDA is trying to teach South Africa’s youth.
*Nawhal Kara-Foster works for the NYDA.