DBSA Deutsche Bank Foundation South Africa
Born To Be …
Born to Be is Deutsche Bank’s global youth engagement programme to capacitate youth, ensuring they access a quality education, skills and tools to realise their potential.
Under the campaign, young people are born to be anything … with access to resources.
The Born to Be campaign is based on two objectives: cultivating young people’s potential and providing the tools to realise it. There are millions of young people not in employment, education or training – not because they lack potential. But because they didn’t get the support they need to help them identify what they were born to be.
Our future depends on cultivating ambition and purpose amongst young people from a young age.
Harnessing youth purpose & ambition.
Content and creative captured young people as strong, powerful, with potential and attitude. Born to Be was positioned as a programme to help you along your way, not the answer to everything. Capturing youth agency was also a means to respect who they were and what they had overcome thus far. It also encouraged them to play a role in deciding on their future, to use the tools and resources to be who they were truly born to be.
The campaign also sought to communicate youth impact. What these changemakers had achieved on a global scale as a community. These were also used as communication tools internally, to broaden staff awareness of these youth initiatives and what they had achieved. Bold headlines communicated scale, geography or nature of social cause.