Marketing campaign to enhance skilled careers | Sunday Observer

Marketing campaign to enhance skilled careers

6 August, 2017

A national mass media social marketing campaign Ekata/Onraa was ceremonially launched in the presence of senior government representatives, members of the donor community, media, civil society and the private sector on July 25, 2017 at the Bishop’s College Auditorium in Colombo.

The campaign was launched under the banner, “Skill Up Sri Lanka” and aims to address the urgent issue of skilled labour shortages in growing sectors of the Sri Lankan economy by raising awareness about the value and importance of careers in these sectors. The campaign is an open platform through which key stakeholders are encouraged to join, to ensure that the message is spread throughout the country.

The campaign brought together a variety of speakers and personalities including; youth representatives, Captain Ajith Pieris (CINEC), Dimitri Cooray (Jetwing), Eng. Maj. Ranjith Gunatileke (Sanken Construction), Dr. Kithsiri Manchanayake (FITIS), Ranjith Pandithage (DIMO/Hayleys), and Dinesh Weerakkody (NHRC). The initial investment was made by the Government of Canada, through the World University Service of Canada (WUSC), represented by the High Commissioner of Canada to Sri Lanka and the Maldives, Shelley Whiting.

Ekata/Onraa targets four sectors, including, Lite Engineering and Automotive, Construction, Hospitality & Tourism and Information Communication & Technology. The launch of the campaign brought together and celebrated young men and women who aspire to build their careers in these nontraditional sectors. The official website, www.skillupsrilanka.lk, along with TV commercials for each sector were also launched at the event. The official music video for Ekata/Onraa sung by Funky Dirt and Krishan Maheson (King South) was also launched with live performance along with further performances by Centigradz and Randhir to entertain the young and the old alike.

The unemployment rate among youth between the ages of 20-24 is at 21.2%, the highest among all age groups. This campaign hopes to increase the number of young men and women, including People with Disabilities (PWDs) and youth affected by the war, entering the labour market in these strategic growth industries.

The concept and design for Ekata/Onraa was created by ZMESSENGER and its media implementation is being done by Media Factory. The logo and branding encompasses the campaign’s mission to engage youth and their influences, to raise awareness of current opportunities, raise the level of dignity of labour in these sectors as well as to inspire the future of Sri Lanka and its young men and women.

Pix: Sudath Nishantha 

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