SLUMIDIA - EMPLOYING WOMEN THROUGH VIDEO-BASED ADVERTISING TECHNOLOGY
Advertising is a form of communication used to persuade an audience (viewers, readers or listeners) to take some action with respect to products, ideas, or services.The Slumidia™ concept capitalizes on advertising. Young women are trained on skills to conduct interviews, identify, shoot, edit and produce accurate & objective business videos for free weekly distribution on DVD within their own communities. Employed women earn through sale of space to companies handling fast moving commodities, public advocacy and home appliances to cover production costs.Advertising is dynamic and ever growing and usually paid for by sponsors and viewed via various media.Conventional television is profit based with limited business development content. We hope to replicate and employ 20,480 in 3 years
About You
About You
About Your Organization
Organization Name
THE SLUMCODE GROUP
Organization Website
Organization Phone
+254 722 604451
Organization Address
42468 - 00100
Organization Country
Kenya, NA
Country where this project is creating social impact
Kenya, NA
Is your organization a
Non‐profit/NGO/citizen sector organization
How long has your organization been operating?
1‐5 years
The information you provide here will be used to fill in any parts of your profile that have been left blank, such as interests, organization information, and website. No contact information will be made public. Please uncheck here if you do not want this to happen..
Innovation
Entry Form title
SLUMIDIA - EMPLOYING WOMEN THROUGH VIDEO-BASED ADVERTISING TECHNOLOGY
What change do you want to bring to the world?
Advertising is a form of communication used to persuade an audience (viewers, readers or listeners) to take some action with respect to products, ideas, or services.The Slumidia™ concept capitalizes on advertising. Young women are trained on skills to conduct interviews, identify, shoot, edit and produce accurate & objective business videos for free weekly distribution on DVD within their own communities. Employed women earn through sale of space to companies handling fast moving commodities, public advocacy and home appliances to cover production costs.Advertising is dynamic and ever growing and usually paid for by sponsors and viewed via various media.Conventional television is profit based with limited business development content. We hope to replicate and employ 20,480 in 3 years
What are the primary activities of your project?
The Slumcode Community Resource Point runs a showcase centre, computer room, workshops and training area, media development centre, an artshop and a library. Women will engage businesses, gather information and video content, develop scripts, edit, produce, add voice overs and archive saved media.
Identified and shortlisted Women from neighboring communities will be trained with media equipment both on theory and practice with Cameras, Computers and Software for presentation skills and reporting techniques. Each work group will be organized into a work team to deliver on assignments. The same team will seek deals from advertisers, produce videos and facilitate distribution within their neighborhoods hence eliminating travel time, need for child care and good for trust and cooperation. Such teams enhance cohesion, teamwork and investment in a very responsible manner as empowered young women, ready to expand and diversify their business.
What is innovative about your initiative? How is it a new contribution to the field?
Women in communities face many challenge in life. Such as limited exposure to innovative ideas, lack of networking opportunities, low investor confidence, poor focus on development for low income regions, inadequate product development techniques, packaging and marketing opportunities, fixed program timing on television, poor resource mobilization mechanisms due to lack of training and cultural limitations. With Slumidia, women have time flexibility, can organize child support groups and work from the neighborhood. Our concept will both create awareness and open opportunities to enhance business development, mentorship and entrepreneurship skills or capacity building. Availability of our free digital media is ideal to supplement regular workshops and trainings. Our women will share many ideas, learn new skills and document all details on video to be accessed at free time and continuously on demand.
Commercial advertisers often seek to generate increased consumption of products or services through "branding," i.e. the repetition of an image or product name in an effort to associate certain qualities with the brand in the minds of consumers. We will therefore use this to approach and win from advertising budgets since videos will be watched over and over. Police and Government will use this to issue alerts on epidemics, home products and medicinal messaging will reach direct market niche and women share new ideas with less strain.
Content will be easily replicated with uniformity, reproduced on request and digitally stored, a competitive advantage in many ways.
What stage is your project in?
Idea phase
Tell us about the community that you engage? eg. economic conditions, political structures, norms and values, demographic trends, history, and experience with engagement efforts.
Huruma is a densely populated area North of Nairobi within Starehe Constituency. With a population of 54,787 Male and 51,532 Female within an area of 1.4km2 and 34,017 households. Housing here is compacted 6-7 storied high rise flats with about 70 tiny rooms holding families of 3 – 6. Health and Academic centres are largely affected due to under staffing and with limited resources.
Kenya has 8,406,866 male and 7,379,465 female persons who are unemployed over 70% being young people under the age of 35years.
Migration from rural to urban poses challenges based on climatic, political and economic factors have lead to the unprecedented bulge as many seek better means of living in cities such as Nairobi, Mombasa and Kisumu with robust economic activities.Strains and challenges such as Insecurity, Joblessness, Prostitution, Alcoholism, Drugs, Housing, Sanitation, Environmental, Health and Education abound. The collapse of value systems means young women becoming more prone to survival techniques after dropping off school due to teenage or early pregnancies, child support, desperation or wrong influence by peers. Lack of confidence in education system due to remaining jobless after finishing school also in a major concern. Brothels and social vice then becomes part of daily lives and hence breakdown on societal norms. Small roadside businesses are a common view. The huge population then poses challenges to all inhabitants of such a neighborhood. Creation of multiple jobs through a local solution using media as a tool is our option to nip the cycle of despair soon to blow up with women engaging in violent crime and promiscuity for survival.
Share the story of the founder and what inspired the founder to start this project
Albert Nashon is not new to creative thinking processes. A self driven individual who is not afraid to walk a new path and adventure with ideas. He believes in high standard of every activity in his domain and will inspire his team into completion and success with much or limited resources. Albert got married at the tender age of 22 making a decision many dared not at that time to marry a woman from waring communities, but 14 years later - the marriage is strong with two lovely boys and communities have been transformed by this act of bravery. To him everything has a new opportunity with numerous possibility and he does not tolerate stereotypes. Albert wanted a chance for masses to be empowered economically, his compassion for the less fortunate and suffering youth communities saw him share a wide vision of...a better person, a better place towards exploring opportunities and empowering communities. 5 years later a resource centre stocked with computers and books, a showcase room, catering unit and a boardroom in up and running to provide opportunities for many to access. He conceptualized and initiated The Grand Slumfest annual event - and now running into its fifth year. His ability to articulate issues has built his circles with positive minded individuals who share in his vision towards a positive world. He remains energetic, focused, visionary and dedicated to a cause with passion and spirit to transform his community. The Slumidia is his idea of putting across many options for community inclusion in self driven development and bringing resources to the grass root.
Social Impact
This Entry is about (Issues)
Please describe how your project has been successful and how that success is measured
After running empowerment programs for over 4 years, it became imperative that a resource point for coordinating development agenda and reach by prospective partners was a core need. The need to spread information through advertising and marketing then was identified as a means of reaching the masses for product launches and continuous sales promotion. To reach such masses with relevant messages and at the target base directly is our driving force for the success of this project. Young women have been identified, their willingness to learn and earn is a possibility in waiting and they will be trained in local groups within reach of their homes in groups of 10 for every number of clearly identified months. The success is therefore measurable and acheivable within the resources for input.
How many people have been impacted by your project?
101-1,000
How many people could be impacted by your project in the next three years?
More than 10,000
How will your project evolve over the next three years?
Below is a tabular representation of how the Video project is expected to replicate and create employment in stations across the low income areas. The Trained team of 10 will be training a new team each; every 3 months and starting a new station to reach our wide region.
Year 1 Team staff Months
Quarter 1 1 10 3
Quarter 2 2 20 6
Quarter 3 4 40 9
Quarter 4 8 80 12
Year 2 Team staff Months
Quarter 1 16 160 15
Quarter 2 32 320 18
Quarter 3 64 640 21
Quarter 4 128 1,280 24
Year 3 Team staff Months
Quarter 1 256 2,560 27
Quarter 2 512 5,120 30
Quarter 3 1,024 10,240 33
Quarter 4 2,048 20,480 36
Sustainability
What barriers might hinder the success of your project and how do you plan to overcome them?
Projects face a number of challenges: Weaknesses and Threats:
- Selling advertising space for a first time project will be a tough task.
- Our target areas may be risky for women and equipment.
- Poverty levels have pushed many to want quick returns to survive.
- Market penetration against established print and regular media will be a cause for concern.
- Political interference to patronize entire process is a possibility.
- Competitors could launch a counter product and throw our new initiative out of business.
- A demand for wider circulation could mean rethinking costs upwards.
Opportunities:
- The large population can be a source of quick spread to concept.
- It’s much easier to grow and run newsletter, radio and television station in record time.
- Partnerships could arise with television and dvd sets manufacturers for free distribution to remote areas.
- Its initial success could attract many financiers and hence reach to a wider market.
Strengths:
- An innovative team of fresh graduates are readily available to launch process.
- The numbers for the training and businesses are largely available.
- It’s a first of its kind therefore a readily marketable approach.
- Our running programs have helped develop the first phase of the slumidia newsletter version.
- Distribution networks are already in place and since staff come from such neighborhoods they are well known for ownership.
- Political figures will support efforts to empower women thus invest in it.
Tell us about your partnerships
We have developed partnerships as a strategy to reach wider masses and interactively share ideas.
www.kenyayouth.org - is behind the largely followed Kenya Youth Employment and Empowerment Initiative and will play a key advisory role in building capacity for the young women.
http://www.kenyamun.org/ - Kenya Model UN (KMUN), a wholly University student- run non- profit organization whose mission is to give youth a voice and a vote in policy
www.thepositiveworld.org - Aims to connect partnerships to resources for realizing dreams in their localities. We share and spread information through constant communication and updates on positive projects worldwide.
http://www.youthfund.go.ke/ - Provides technical support and opportunities to enhance business initiatives across a larger platform. Through exhibitions and workshops we expand our network for Revenue base development.
Current annual budget of project, in US dollars
Less than $1,000
Explain your selections
Being at a idea phase we have used own resources, donations from friends and savings we get from business ventures we become part of. There is a wider scale to developing this broadly through other financing schemes to replicate such an initiative.
How do you plan to strengthen your project in the next three years?
No. of directly created jobs - 15*
Businesses served per week 8
Businesses served per month 32
Business served per year 384
Weekly numbers 1000 dvds @ 30.00 30,000.00
4000 dvds per month
Cost of production per month 120,000
Advertising slots per unit @ 10,000 4 slots per 1hr dvd
– 40,000
Advertising revenue per month - 160,000
Revenue earned Kshs. - 40,000.00
Recurrent Expenditure per station - Cost of production covers rent, shooting, editing, printing cases, dvd purchase distribution and allowance for staff.
Estimated revenue projection per year
Revenue 160,000 x 12 months 1,920,000.00
Production 120,000 x 12 months 1,440,000.00
Savings 40,000 x 12 months 480,000.00
* - The replication effect to new sites depends on number of businesses in a specific area and how soon new staff are trained by their counterparts.Assets will be purchased and well maintained with the proper establishment of newer stations. Many project beneficiaries will also be encouraged to join saving schemes to enable them start new business ventures individually or in teams to earn from other sources.
Challenges
Which barriers to employment does your innovation address?
Please select up to three in order of relevancy to your project.
PRIMARY
Lack of visibility and investment
SECONDARY
Restricted access to new markets
TERTIARY
Need for regulatory/policy support
Please describe how your innovation specifically tackles the barriers listed above.
Slumidia will bring information on existing and new products directly to the people and since the video will show 8(Eight) 5 minute each videos of businesses to be distributed widely to organizations and institutions, visibility of local businesses and further investment in their sustainability will be possible. The scope of reach by such media based on its size is wide enough to be shipped beyond one continent. The more accessible it is, the more interest people generate in such innovations hence reducing obstacles associated with access to new markets. Export business networks for product exchange. As the business networks grow in numbers and capital proper mechanisms and policy must be developed to sustain investment through aspects of advertising for community reach.
Are you trying to scale your organization or initiative?
If yes, please check up to three potential pathways in order of relevancy to you.
PRIMARY
Leveraged technology
SECONDARY
Influenced other organizations and institutions through the spread of best practices
TERTIARY
Grown geographic reach: Within host country
Please describe which of your growth activities are current or planned for the immediate future.
We are currently leveraging on technology to acquire, use and produce media related to our final product. Advertising uses various media; from newspapers, magazines, television, radio, outdoor or direct mail; or new media such as websites and text messages. Our final dvd will contain 8 pieces of business documentaries each running for 5 minutes and 20 minutes of advert space - as a local best practice, we hope to share as many ideas as can be possible throughout the target organizations with huge advertisement/marketing budgets. Well designed and showcased business strategies and products will attract attention and support. This will be share beyond the point of origin and hence reach maximized in te entire country through viewrship.
Do you collaborate with any of the following: (Check all that apply)
Government, Technology providers, NGOs/Nonprofits, For profit companies, Academia/universities.
If yes, how have these collaborations helped your innovation to succeed?
Increased visibility and credibility based on the number of projects and processes we have worked with such institutions have helped reach better networks, refine and redesign our own programs, build capacity for growth and share in resources they possess towards improving our on skills in the various fields and industry. It therefore becomes easy to share development platforms with other key players locally and internationaly.
 | 49 weeks agoAlbert Nashon updated this Competition Entry. |
| 50 weeks agoAlbert Nashon updated this Competition Entry. |
| 53 weeks agoAlbert Nashon updated this Competition Entry. |
| 54 weeks agoAlbert Nashon updated this Competition Entry. |
| 54 weeks agoAlbert Nashon submitted this idea. |
