To create an engaging program for the young generation that will allow young Greeks to dream again and take their future in their hands. A program that brings back hope makes an actual impact on society and becomes a social intervention.

The communication campaign focused on informing, educating, empowering and engaging the graduate/unemployed students in Greece while keeping Nescafe’s Creating Shared Value (CSV) goals top of mind with the target audience, enhancing Nescafe’s image as a social brand. All in support of Nestle's CSV values.

We created and planned a multi-channelled, integrated campaign under the central narrative “Boroume-edo” - “We can do it here”.

Using this call to action we partnered with the Federation of Greek Enterprises and their educational specialists to develop innovative training programs allowing young people in Greece to be trained on professions that are most wanted in the Greek job market. These programs are fully funded by Nescafe and offer certification for each course. They started in April 2015 and continue into March 2016 across five locations across Greece.

We created a digital platform for the campaign using a web-site and application - and a fully integrated array of TV and radio spots, articles, advertorials, digital banners, and Nescafe-brand social media.

Exactly two weeks after approval of the projects, we launched the campaign with a press conference and then followed up with full media and PR support throughout the country.

In the first month after the launch of our campaign, training programs began in Athens and out of more than 4,000 applicants in phase one, 200 young men and women have completed their first courses and are already starting to find work – in Greece. The programme's second phase was applications rise to 8,000 and an addition 200 people complete courses in locations across Greece.

Coverage results include:

21 TV references amassing almost an hour of airtime with 3.8million impressions.

198 radio references with almost three hours of airtime with 1.5million impressions.

11 Print articles, 171k impressions.

38 Online articles, 41.6million impressions.

This PR led campaign’s goal was to connect Nescafe with the brand’s main audience: young people across owned, earned, paid and shared media. Strategic PR activations through storytelling, key influencer endorsements, media relations and media synergies soon transformed the campaign into a huge movement, enabling Nestle to connect and start a conversation with young people of Greece. Having PR at the heart of our strategic communications model allowed us to approach this very sensitive issue of brain drain at a time of Greek crisis, leading to maximum impact and visibility while instilling hope and opportunity for the country’s next generation.

Our problem was that Nescafe in Greece is generally perceived as a ‘fun brand’, connected with young people having fun and not working. But we used Nescafe’s unique connection with Greece’s youth to launch innovative training programmes targeting emerging occupations which would be critical to building a new Greece, bridging the gap between the labour market needs and the skills of graduates.

These included courses on waste water maintenance and recycling, biotech industries, graphic information systems, web design, e-commerce, warehouse management, HR and customer service to name just a few.

Youth unemployment in Greece is at an all-time high of 50% and shows no signs of improving. The situation has created a massive brain drain effect, with people moving abroad in search of better opportunities, threatening the economic future of Greece.

One of the main causes of unemployment is a gap between what the real economy needs and the skills of graduates.

So Nescafe, a brand in touch with Greece’s youth, decided to really do something about the situation and asked us to create and implement a comprehensive CSR campaign to address the issue.