Introduction
In a powerful initiative aimed at tackling youth unemployment and digital exclusion, South African Youth Projects (SayPro) has partnered with global consulting giant Accenture to deliver Digital Marketing training to 50 young individuals in Diepsloot, a densely populated township in northern Johannesburg. This initiative is part of a broader commitment to drive socio-economic transformation through education, skills development, and inclusive digital access.
Why Diepsloot?
Diepsloot is home to over 350,000 residents, many of whom face systemic barriers to education, employment, and digital connectivity. Unemployment, especially among youth, remains critically high. The SayPro–Accenture partnership strategically focuses on Diepsloot as a community where impact can be profound and immediate.
“We chose Diepsloot because it represents both the challenge and opportunity. There is enormous talent here waiting to be unlocked,” says Neftaly Malatjie, CEO of SayPro.
Program Overview
The Digital Marketing Training Program is a structured, intensive initiative tailored to meet the needs of aspiring young professionals in underserved areas. The curriculum is aligned with current market demands and includes the following components:
- Digital Marketing Fundamentals
- Social Media Strategy (Facebook, Instagram, TikTok, LinkedIn)
- Search Engine Optimization (SEO) and Google Analytics
- Content Creation and Digital Storytelling
- Google Ads and Meta Ads Campaign Management
- Email Marketing and CRM Tools
- Brand Development and Personal Branding
- Freelancing and Starting a Digital Business
Learning Approach
The training combines:
- In-person workshops at SayPro’s Diepsloot satellite center
- Online modules and tutorials
- Live mentorship from Accenture digital experts
- Peer collaboration and community projects
- Job readiness coaching (CV building, interview prep, workplace skills)
Graduates of the program receive a Certificate of Completion and access to job placement assistance and internship opportunities.
Goals and Objectives
The initiative is driven by the following objectives:
- Create employment and entrepreneurial opportunities for youth in Diepsloot.
- Empower youth with future-proof digital skills relevant in local and global markets.
- Close the digital divide by increasing access to tools, knowledge, and networks.
- Foster innovation and economic inclusion at the grassroots level.
Participant Profile
The 50 selected participants are:
- Aged between 18 and 35
- Primarily unemployed or underemployed
- Residing in Diepsloot or surrounding areas
- Interested in starting businesses, freelancing, or entering the job market
- 60% female and 10% persons with disabilities, reflecting SayPro’s inclusive recruitment policies
Participants were selected through a community engagement campaign, application process, and interviews conducted by SayPro facilitators.
Impact and Early Outcomes
Even in the early stages, the impact is tangible:
- Increased digital literacy: Over 80% of participants had no prior formal digital training.
- Job placements and freelance gigs: Several learners have already begun monetizing their skills online.
- Boosted confidence and community leadership: Graduates are now mentoring younger peers in the area.
“Before this program, I had no idea what SEO or content marketing was. Today, I’m running ads for local businesses and making money from home.”
— Lerato S., participant and single mother from Diepsloot
Accenture’s Role
This training program is part of Accenture’s “Skills to Succeed” initiative, which aims to equip millions globally with skills for employment and entrepreneurship. In South Africa, Accenture focuses on working with local partners like SayPro to reach marginalized communities.
“At Accenture, we are committed to creating equal access to opportunity. Our partnership with SayPro is helping deliver real skills where they’re needed most.”
— Accenture South Africa Representative
Next Steps and Future Expansion
Building on the success of this pilot in Diepsloot, SayPro and Accenture are exploring:
- Rolling out similar training in Orange Farm, Tembisa, and Khayelitsha
- Launching an advanced digital marketing and data analytics track
- Establishing a Digital Youth Hub in Diepsloot to provide ongoing support and resources
- Scaling the initiative to train 1,000 youth nationally by 2026
Get Involved or Support
SayPro welcomes additional partners, donors, and volunteers to support this growing movement.
- Corporates can sponsor future cohorts or provide internships
- Nonprofits can refer youth or collaborate on training
- Community members can help spread awareness and support local youth
Conclusion
The partnership between SayPro and Accenture is not just about teaching digital marketing—it’s about building futures. For the young people of Diepsloot, this program is a lifeline to economic opportunity, digital freedom, and a better tomorrow.
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