1. YOUTHSPEAK
Campaign Ac+va+on Gordon Ching,
Global Vice President Digital Marke+ng,
AIESEC Interna+onal 14-­‐15

2. “Ours is the first genera+on with the poten+al to end poverty –
and the last to act to avoid worst effects of climate change”
-­‐ Ban Ki Moon, United Na+ons Secretary-­‐General
It’s an important 7me for our genera7on

3. ARrac+on & Conversion -­‐
the golden ques+on
• How do you a?ract as many young people as possible, get
them engaged with AIESEC in small or big ways, and enable
them to experience AIESEC even if they may not have the
commitment for it?
• Crea7ng promotors even if they are not heavily involved in the
full AIESEC experience to generate greater public awareness
• Recognizing that people have different priori7es and interests
in life that may not be aligned with AIESEC -­‐ but could benefit
from being exposed to our vision and purpose

4. How YouthSpeak fits into
our organiza+on
Purpose
Core Programmes
YouthSpeak
One of the major boRlenecks to achieving our
“engage and develop every young person in
the world” mission statement is the
exclusiveness and accessibility of AIESEC.
By introducing YouthSpeak, it is the ul+mate
“no-­‐barriers” programme that enables any
young person and stakeholder to par+cipate
in advancing issues relevant to their society. A
flexible, aRrac+ve and engaging approach to
making AIESEC relevant to any young person
and distribute a way to get involved with no
barriers and low commitment. YouthSpeak
focuses on relevant issues and turns that into
youth opinion via the YouthSpeak survey, and
for people who are commiRed further, they
can get formally involved to be a member of
AIESEC and create real-­‐world impact.
Accessibility

5. Anyone, anywhere can get involved and learn
about AIESEC’s purpose in “snack-­‐size bits.”
Like an “appe+zer” to the core programmes.

6. Purpose of YouthSpeak
“To convert youth opinion
into real world impact”
Meaning that we want to connect with what young people
care about and help empower them to take acDon on issues
that will create a posiDve impact in their society.

7. Ac+va+ng the Global Youth Voice
YouthSpeak campaign has mobilized over 27,000
people to par+cipate so far

8. YouthSpeak’s key divisions
• Crea+ng a movement: We inspire a global movement driven by
young people that unites a global community of people and
leaders who want to make a difference in society.
• Forming the global youth voice: Through a global youth survey,
we turn their opinions and thoughts into a global youth voice that
amplifies our ability to create sustainable change by first
understanding the challenges at hand, and the moDvaDons to
enable such change.
• Advoca7ng for change: By advocaDng on behalf of the global
youth voice, we aim to work together with decision makers to
drive change in areas like educaDon and employment to enable
more young people to achieve their full potenDal.

9. Focus of YouthSpeak 2.0
• YouthSpeak 2.0 does not focus on a specific issue, but
highlights key ones like educa+on and employment as these
are the top issues that young people care about.
• The core focus is on something broader — how can we create a
society where more young people can reach their full poten+al
-­‐ this includes transforming the classrooms, workplace,
integra+ng leadership development into +me at school, global
awareness, etc.

10. How do you run
YouthSpeak?

11. For member-­‐commiRees
• To discover the most pressing issues in the country/territory and connec+ng
it with key messages
• Align promo+onal materials across en+ty with global YouthSpeak campaign
and drive conversion to aiesec.org/YouthSpeak (YouthSpeak Survey)
• Engage external stakeholders (youth, business, third sector, government
leaders) in par+cipa+ng in the campaign to raise awareness about the most
important issues and ac+va+ng a youth voice to create solu+ons
• Crea+on of the crea+ve media -­‐ photography, videography, storytelling and
digital and physical engagement to spread YouthSpeak
• To consolidate promo+onal ac+vi+es on local level and packaging it to tell
the bigger picture story and amplify the messages

12. For local-­‐commiRees
• To distribute the campaign across the local commiRee and ac+vate members to be
“advocates” for the cause
• To print T-­‐Shirts and branding materials to raise physical and digital awareness across
channels
• Engage external stakeholders (youth, business, third sector, government leaders) in
par+cipa+ng in the campaign to raise awareness about the most important issues and
ac+va+ng a youth voice to create solu+ons
• To create publicity stunts that generate buzz and aRen+on of pressing social issues in the
local community and amplifying these messages with the rest of the en+ty
• Leveraging massive student engagement to create filmed stories and mini documentaries to
highlight the human experience of YouthSpeak
• To posi+on AIESEC + YouthSpeak as a key enabler of turning youth opinion into real world
impact

13. AI
MC
LC LC LC LC LC
MC MC
Survey Distribu+on

14. AI
MC
LC LC LC LC LC
MC MC
Promo+onal campaign amplifica+on

16. Distribu+on
• AI -­‐ LC: While AI drives the key messages and overall
branding of the YouthSpeak campaign, the majority of the
distribuDon and promoDonal acDviDes need to come from
MC and LC’s to help connect relevance and traffic.
• LC -­‐ AI: LC’s will be key to bringing YouthSpeak to “life” —
where real stories and engagement happen on a primarily
physical channel, boosted by digital engagement and
storytelling. The content from LC’s should be captured and
re-­‐packaged for MC’s to distribute. The best content should
be shared to AI for global distribuDon and reach.

17. Key ac+vi+es
• YouthSpeak movement: generates a movement of young people to voice their opinions
on relevant issues and creates the emoDonal connecDon and community to create the
global youth voice
• Youthspeak Survey -­‐ harnesses the global youth voice through data. Turning it into
insights to generate powerful discussions and valuable informaDon on the state of youth
opinion and what opportuniDes exist to improve and the challenges to overcome
• YouthSpeak Forum -­‐ a curated space where young people and external leaders can
engage on youth related topics that tackle social issues and help generate new business
opportuniDes. Plus the physical engagement enables deeper understanding of the
campaign and to see the real-­‐life discussions and acDons -­‐ projects can be created here
to be created and funded
• YouthSpeak Advocacy: engaging external stakeholders on the insight and data to
establish AIESEC as a youth voice. To posiDon us as a relevant source of youth opinion
and being able to represent and collaborate to create real world impact

18. Format of Forum

19. YouthSpeak Forum is where youth opinion
converts into ac+ons for real world impact

20. YouthSpeak
Movement
YouthSpeak
Survey
YouthSpeak
Forums
Creation of
programmes and
projects
What’s the flow?
YouthSpeak movement captures the youth opinion via the survey and
converts it into ac+onable insights that guide the crea+on
of relevant programmes and projects

21. Examples: Promo+onal Stunts
• YouthSpeak Interviews: interview thought leaders and youth on the issues
at hand and how they are commiRed to driving ac+on. Including engaging
them on providing perspec+ve and empowerment to the youth movement
• YouthSpeak publicity: run photo booths that enable people to take a picture
with a picture of “I speak up for _____” and have them use the hashtag
#YouthSpeak and post their pictures online explaining why they care about
this specific issue and tagging their friends to par+cipate in doing the survey
• Social media and discussions: sparking new ideas via fast-­‐paced discussions
and generate a buzz by capturing the opinions of youth and doing it in a
public online space
• Key principles: make it EASY to par+cipate in, SIMPLE to understand,
FOCUSED on connec+ng people and SOCIALLY SHARABLE

22. Get Involved now
• Campaign landing page: aiesec.org/youthspeak
• Materials & Branding: aiesec.org/youthspeak-­‐resource-­‐centre
• Are you a MCP/MCVP MRKT? Fill out your en+ty’s commitment: here
• Follow facebook.com/AIESECYouthSpeak and facebook.com/AIESEC
twiRer.com/YouthSpeak2015, twiRer.com/AIESEC, instagram.com/
AIESECYouthSpeak
• Contact gordonc@ai.aiesec.org for more informa+on

23. Let your voice be heard!
#YouthSpeak