MAB partner Volontari Senior Professionali (VSP) asked Arte e Messaggio, a vocational school in Milan with visual design courses, to create a social campaign aimed at young people's participation in the MAB project in the role of mentees.
In this school it is common praxis to carry out projects commissioned by non-profit organizations, the Municipality of Milan, and public bodies, in order to offer students the opportunity to improve their acquired knowledge and professional skills in the real world: from the brief study to client management, from concept elaboration to project realization.
The idea came from the consideration that a communication aimed at recruiting mentees and made by young people, who are the same age as the MAB project's target groups, is certainly more effective.
An initial briefing with two teachers was held in February, followed by a meeting with students in March to present the VSP request and to give them all the information about the VSP mission and MAB project.
In this period the students are working in small groups to develop a social communication campaign that
- emphasizes the intergenerational core of the mentoring programme, an opportunity for young people to benefit from the expertise from seniors in overcoming difficulties related to work or training;
- encourages young people to participate in the MAB project by registering on the dedicated platform https://platform.eumentoring.eu/
The target group of the communication campaign are young people, girls and boys, aged between 18 and 30, who use Instagram as a source of information about what is happening in the world around them. Therefore, the campaign will be publicized on VSP's Instagram profile. The students themselves were also invited to register as mentees since they are in the same age group.
The choice of the best project will be the VSP project team's responsibility, who will meet the students on 9 April. On that occasion, the students will be expected to prove that they know how to organize a convincing and attractive presentation that includes the concept, the keywords, the planning and the tools of their creative proposal; but also that they know how to convince the client in just a few minutes by highlighting the strengths of the proposal and providing comprehensive answers to any doubts.
