National Youth Forum 2004 : an integrated marketing communication campaign.

Abstract

When tasked to market National Youth Council’s flagship event, the National Youth Forum 2004 (NYF), the team focused on branding the inaugural forum as a platform on which youths could air their concerns and make changes happen. While the forum itself was only open to 60 selected youths aged 17-25, the team was keen on introducing youths aged below 25 to the culture of open discussion and pro-active citizenship. This inspired the team’s meticulous tailoring of NYF’s public communications plan to engage this target audience.