One step beyond
How can we solve famine in the world? IFAD came to the conclusion that the solution is to invest in agriculture businesses that will provide young people with jobs, especially in Africa. But, how do you engage such a specific audience as rural youth? Follow a basic rule of communications of course: speak to them in their language. So, when IFAD wanted to connect with rural youth they looked at which communications channels younger generations use more often.
That's where the idea of using Tiktok came from. What a better way to engage youth than a trendy app used to show your best dance routines to the world in the form of short videos? A song was composed ("Freedom"), choreography created (by Sherrie Silver, the Grammy winner for the This is America video), the hashtag #DanceforChange was added, a video was created and everything got packaged into a funky-looking website. The result? Judging by the more than 10,000 dance moves from around the globe, it was definitely the right step to take. And we dance to that.