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CHALLENGE
The financial crisis of 2008-2014 in Spain hit the youth the hardest. Coca-Cola Spain wanted to re-focus the two projects they had targeting under 25’s: Coca-Cola Music Experience and Plan Integra. We created, designed and implemented the Coca-Cola On Tour Youth, aimed at boosting the employability of young people at risk of social exclusion, with a specific focus on the music industry professions, to which they feel inherently attracted.
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DEVELOPMENT
Killer issues’ diagnosis, identifying capabilities and positives to determine the pillars for the citizen brand and to formulate purpose and activation territory in on-going consultation with both stakeholders and consumers. Definition and activation of an action plan for the brand’s ecosystem of agencies to bring to life.
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ACHIEVEMENTS
More than 4,500 young people between the ages of 16 and 23 have directly benefitted from this employment itinerary since 2012. They were selected in co-operation with grassroots and civic society organizations with a proven record.
