Overview
In an effort to bridge South Africa’s digital divide and tackle rampant youth unemployment, South African Youth Projects (SayPro) has partnered with Accenture South Africa to provide Digital Marketing training to 50 young individuals living in underserved township communities. This partnership represents a key milestone in SayPro’s ongoing mission to empower marginalized youth through skills development and career readiness.
Background and Purpose
South African townships, including areas such as Soweto, Khayelitsha, Tembisa, Mamelodi, Diepsloot, and Mdantsane, are home to millions of young people. Despite their talent and potential, many face systemic challenges: poor access to quality education, high unemployment rates, and limited exposure to the digital economy.
This training initiative is part of Accenture’s global Skills to Succeed program and SayPro’s mission to deliver practical, employment-oriented skills that can change the trajectory of young lives.
“We want to take digital skills where they’re needed most — into the heart of our communities,” said Neftaly Malatjie, CEO of SayPro. “This partnership with Accenture helps us do just that.”
Program Summary
The Digital Marketing Training Program is a focused, 6- to 8-week initiative designed to equip participants with industry-relevant knowledge, tools, and confidence to succeed in digital roles or run their own online businesses.
Key Modules Include:
- Introduction to Digital Marketing
- Social Media Strategy (Facebook, TikTok, Instagram)
- Search Engine Optimization (SEO)
- Google Ads & Meta Advertising
- Email Marketing and CRM Tools
- Content Creation & Storytelling
- Digital Branding & Freelancing Basics
- Marketing Analytics and Insights
Learning Delivery and Format
Training is offered through a hybrid model combining:
- In-person community workshops hosted in township-based centers and schools
- Online learning using SayPro’s virtual platform
- Interactive sessions with Accenture mentors
- Group projects and real-world simulations
Each learner receives:
- A Certificate of Completion
- A Digital Portfolio with their projects
- Ongoing access to SayPro’s mentorship network and online resources
Participant Profile
The 50 learners selected for the program are:
- Aged 18 to 35
- From township communities across Gauteng, Western Cape, and Eastern Cape
- Predominantly unemployed or underemployed
- Over 60% female, with 10% representing youth with disabilities
Participants were chosen through a transparent application and interview process facilitated by local community coordinators.
Program Goals and Impact
This program aims to:
- Equip township youth with in-demand digital skills
- Improve economic opportunities through employment or self-employment
- Promote local innovation and entrepreneurship
- Build sustainable digital ecosystems within townships
“Before this training, I had never used Google Ads. Now I’m running online campaigns for my uncle’s spaza shop,” said Andiswa M., participant from Khayelitsha.
“This program taught me not just how to market, but how to build a brand. I’m launching my own social media consulting service,” shared Lethabo K., from Mamelodi.
Accenture’s Role and Commitment
Through its Skills to Succeed platform, Accenture supports this initiative by:
- Providing digital training tools and curriculum support
- Offering mentorship through its digital marketing professionals
- Facilitating access to internship and job placements
- Enabling scalability and sustainability of the training model
“This is not charity — this is investment in potential,” said an Accenture SA representative. “We believe township youth can become leaders of Africa’s digital future.”
Looking Ahead: Scaling the Program
Following the success of this cohort, SayPro and Accenture aim to:
- Expand the program to train 500+ township youth by 2026
- Introduce advanced tracks such as E-commerce Marketing, Data Analytics, and UX Design
- Launch a Township Digital Talent Incubator
- Partner with local SMMEs to provide on-the-job experience
Call to Action
SayPro invites collaboration from:
- Local businesses seeking to support digital youth
- Nonprofits working on economic inclusion and education
- Donors and corporate sponsors wanting to fund future cohorts
- Volunteers and mentors in the marketing industry
Conclusion
The SayPro–Accenture Digital Marketing training initiative is more than a skills program — it’s a platform for hope, change, and growth in South Africa’s most underserved areas. By unlocking digital potential in townships, this partnership is helping to shape a future where every young South African can participate fully in the digital economy.
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