Overview
In a landmark effort to tackle digital inequality and youth unemployment in South Africa’s underserved regions, South African Youth Projects (SayPro) has partnered with global consulting leader Accenture to deliver Digital Marketing training to 50 young individuals in rural communities. This initiative aims to equip rural youth with the tools, skills, and confidence to participate in the digital economy—whether through employment, freelancing, or entrepreneurship.
Background and Purpose
Many rural communities across South Africa continue to face limited access to digital education, reliable internet, and job opportunities. As industries increasingly digitize, rural youth risk being left behind due to systemic exclusion and geographical isolation.
Through this partnership, SayPro and Accenture seek to change that by delivering high-impact, skills-based training to youth in rural provinces such as Limpopo, Eastern Cape, Northern Cape, KwaZulu-Natal, and Mpumalanga.
“Digital marketing is a gateway skill. It’s flexible, creative, and accessible. We want young people in rural areas to realize they can build careers or businesses from anywhere,”
— Neftaly Malatjie, CEO of SayPro
Program Highlights
This 8-week digital marketing program offers practical training and personal development to help participants:
Learn Key Topics Including:
- Digital Marketing Fundamentals
- Social Media Strategy (Facebook, WhatsApp Business, TikTok)
- Search Engine Optimization (SEO)
- Google Ads and Meta Ads
- Email Marketing and Campaign Tools
- Basic Web Presence and CMS Tools
- Brand Building and Online Storytelling
- Freelancing and Digital Entrepreneurship
The curriculum emphasizes low-data tools, mobile-friendly learning, and offline learning kits for those with limited internet access.
Training Delivery Model
SayPro and Accenture have tailored a rural-friendly hybrid delivery model, including:
- On-site workshops at community halls, schools, and NGO centers
- Offline learning packets for students with unreliable connectivity
- Radio broadcasts and pre-recorded lessons in local languages
- Virtual support via WhatsApp, SMS, and mobile platforms
- Mentorship and peer support networks to foster collaboration
Participants are supported with data vouchers, tablets (where possible), and dedicated rural facilitators to assist with training delivery and engagement.
Participant Selection and Demographics
The program selected 50 rural youth, focusing on:
- Ages 18–35
- Primarily unemployed or underemployed
- Living in rural or peri-urban areas
- Prioritized inclusion of women, youth with disabilities, and those from remote farming communities
Locations include:
- Giyani and Thohoyandou (Limpopo)
- Mount Frere and Lusikisiki (Eastern Cape)
- Bushbuckridge (Mpumalanga)
- Ulundi and Nongoma (KwaZulu-Natal)
- Kuruman and Upington (Northern Cape)
Objectives and Outcomes
This partnership seeks to:
- Equip rural youth with marketable digital skills to enable income generation.
- Break the cycle of rural exclusion by connecting learners to national and global digital markets.
- Support local businesses and NGOs through the skills of newly trained digital professionals.
- Build resilient, digitally enabled rural communities.
“We’ve never had this kind of training before. I used to think digital work was only for people in the city. Now I’m building a business Facebook page for our village craft market,”
— Nomvula M., participant from KwaZulu-Natal
Role of Accenture
As part of its global Skills to Succeed initiative, Accenture:
- Provided curriculum support and training facilitators
- Sponsored tech access (devices, connectivity, and content delivery)
- Connected participants to mentors and industry professionals
- Supported ongoing tracking and evaluation of impact
“We’re focused on creating inclusive digital economies. It’s not enough to reach cities—we must invest in rural talent,”
— Accenture South Africa Representative
Challenges and Innovations
The project tackled several barriers typical of rural environments:
- Limited connectivity: Offline kits and community-based hubs were used.
- Language barriers: Training materials were adapted into isiZulu, isiXhosa, Sesotho, and Xitsonga.
- Transport and access: Local NGOs and schools hosted mobile learning centers.
Impact and Testimonials
Early outcomes include:
- 75% of learners reporting new income opportunities through freelancing
- 15 small businesses assisted with digital marketing strategies
- High engagement and retention rates, exceeding previous rural programs
- Community digital champions emerging to lead future cohorts
Sustainability and Next Steps
Encouraged by the success of this first rural cohort, SayPro and Accenture plan to:
- Expand to train 500 more rural youth over the next two years
- Establish rural digital training hubs in each province
- Launch advanced e-commerce and digital business modules
- Provide ongoing access to micro-internships and digital gigs
How to Support or Get Involved
SayPro is calling on partners to:
- Sponsor equipment or data packages
- Fund additional cohorts in underserved districts
- Offer internships, freelance opportunities, or digital jobs
- Volunteer as trainers, mentors, or evaluators
Conclusion
The partnership between SayPro and Accenture demonstrates the transformative power of inclusive digital education. By taking technology, training, and opportunity into South Africa’s rural heartland, this initiative offers rural youth not just new skills—but a pathway to economic participation, self-reliance, and dignity in the digital age.
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