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INTRODUCTIONJamaican youth are key agents for social change, economic development, and technological innovation and

are a major human resource for development. Youth ages 11 to 19 are also an important demographic

group, comprising almost one-third of the population in the year 2000. Less than one-half of Jamaican

youth live in households with both parents and nearly one in five under 18 live in households without

either parent—placing such youth at greater risk for a range of negative outcomes.

The policy and programme responses must recognize the complexity of the factors that contribute

to single-parent, unstable households. While efforts must continue to address the root causes of such

instability, policies and programmes for young people must acknowledge the variation in their living

arrangement.

Strong community and social structures are important to ensuring positive youth development. It has been

found in Jamaica and elsewhere that “…the relationship between poverty and violence is mediated…

through social institutions, ranging from the family through local organizations such as sports clubs and

dance halls to formal institutions such as church, schools, and the police.”

Consequently, private sector organizations should be encouraged to address issues of youth socialization

and economic opportunities to an even greater extent than they are currently doing. These organizations

are uniquely placed to facilitate young people’s development as they prepare the journey to be future

leaders.

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RATIONALE“Generation Y”

Youth of the World (YOW)

The inaugural staging of a youth inspired all-inclusive (non-alcoholic drink and food) fete signifies the return

of an integrated and inclusive High School Fete representing the intangible quality Jamaican teenagers are

clamoring for and have lacked in recent times.

Research has indicated that Jamaican teens have been deprived of the opportunity to socialize in the

spheres afforded to previous generations. In fact, youth nowadays are socialized via television, social media

and video games.

It is against this background that Orrett Hart a.k.a. Bambino and Delroy Escoffery firmly believes that the

target audience needs the exposure to this traditional form of Jamaica’s entertainment culture.

Generation Y will symbolize and celebrate the return of “Cool” and all it stands for. We want our event to

serve as a reminder of what it truly is to be “Young, Cool & Hip” and educate our patrons that the need to

party as youths in a safe and fun environment is not lost.

YOW (Youth of the World) the admission free charity event will bring the curtains down on the summer

and provide support for needy students preparing for back to school.

The prevailing economic climate and the fiscal constraints have created an increase in the number of

requests for assistance when the back to school season begins. Consequently, the Youth of the World

Foundation is taking a proactive approach in Jamaica’s Jubilee to stage YOW, a Family Fun Day as its major

fund raising project for 2012, which if successful, will become an annual calendar event.

Both events will provide clean, wholesome recreational and entertainment opportunity to thousands of

Jamaican high school students and by extension, their parents and guardians. It will also engage and provide

concerned individuals and good cooperate citizens an opportunity to partner in supporting a well needed

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cause through an organised and systematic manner.

In addition to supporting a worthy cause, businesses (sponsors) will be provided meaningful interaction

with a wide captive audience of its current and potential clientele, to whom it can promote its products

and services. Sponsors and donors will also enjoy further benefits through the extensive pre and post

promotional campaigns associated with the event.

Proceeds from Generation Y will be used to fund YOW, the back to school charity outreach project. The

Foundation anticipates that approximately 1000-1500 needy students

and their parents will be invited to benefit from the back-to-school

giveaways of school bags, books, pens, pencils. In addition, it is our

hope to have Sagicor and Medecus come on board to sponsor

health cards for two outstanding students.

Alas, Generation Y & YOW are expected to take

the summer by storm and revolutionize the way

Jamaican teens socialize and will be dubbed two of

summer’s most talked about events for our future

leaders.…………………………………………….

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GENERATION Y (HIGH SCHOOL FETE)

VENUE: TBC

DATE: Saturday, July 7, 2012.

Time: 2 p.m. – 9:00 p.m.

YOW: A FAMILY FUN DAY (CHARITY TREAT)

VENUE: TBC

DATE: Sunday, August 26, 2012.

Time: 12:00 p.m. – 6:00 p.m.

GENERATION Y CONCEPTThe aim of staging an event of this caliber is to restore safe and clean fun in a space that celebrates and

advocates Jamaican entertainment culture, with emphasis on our youth. The theme will be conveyed from

outside the venue, with ‘Generation Y Ambassadors’ welcoming and being photographed with selected

patrons.

Event organizers will be arranging shuttle bus services through the Jamaica Urban Transit Corporation

(JUTC) or any other such reliable and reputable transport provider to ensure that travel to and from the

venue is safe and convenient. The cost to attendees will be discounted and will offer parents/guardians

peace of mind for the commuting teens.

The sponsors will have the rights to the décor of the VIP area. There will be a COOL bar for ice-cream

treats and smoothies, burger and hot dog stations, pasta and pizza stations as well as a juice station, among

others.…

THE EVENTS

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OBJECTIVES/GOALS:

• To successfully stage a high school fete reminiscent of successful events staged in the past

• To offer high school students the opportunity to express their creative talents

• To foster growth and development through the performing and entertainment arts

• To provide wholesome youth inspired entertainment

TARGET GROUP:The event will target the high school students of the parishes of Kingston, St. Andrew and St. Catherine.

PROMOTIONAL STRATEGIES:

• Radio

• Television

• Print Media

• Posters/Banners

• Flyers

• Letters

• Ticket sales

• Social Media (facebook, twitter,

email blasting, etc)

• Promotional visits/talks in schools

• Internet

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YOW CONCEPTThe venue will be transformed into a traditional fair-ground bedecked with booths and stalls. The

compound will come alive with activities from 12:00 p.m. until 6:00 p.m., featuring numerous activities and

attractions, to entertain parents and children who have been specially selected by principals to be ‘royally’

feted.

The day’s activities will include: talent competitions in singing, music and poetry; a wide variety of rides,

and games, lunch hour concert and a major evening concert featuring local artistes; displays, (relevant)

promotional and informational booths, healthy and traditional food, beverages, pastries and other novelties.

OBJECTIVES/GOALS:• To successfully stage a Family Fun Day

• To provide wholesome family entertainment

• To assist needy students prepare for the 2012/2013 school year in fine style

• To provide counselling for parents and students as students embark on the year ahead

TARGET GROUP:The event will target the entire family, primarily needy students of the parishes of Kingston, St. Andrew and

St. Catherine.

PROMOTIONAL STRATEGIES:

• Radio

• Television

• Print Media

• Letters

• Invitations

• Promotional visits/talks in schools

• Internet

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MARKETING STRATEGYPromotions for Generation Y will kick-off on Saturday, February 4 with teasers advertising the name and

date of the event. We believe that this approach is very effective as it will keep persons guessing and

anxiously lying in wait for further information.

A combination of PR tactics that will be employed in the months and weeks leading up to the event will be

used to provide publicity and public information include and are not limited to:

TELEVISION, RADIO AND PRINT PARTNERSHIPS

A radio partnership with ZIP FM (leading Youth Oriented Station) will be arranged to provide promotional

support for the competition via mentions, interviews and extended coverage of the competition activities,

as well as an outside broadcast from the finals.

A television partner would be required to provide live/ delayed coverage of the event as well as other

promotional support, such as interviews and features.

Both youth magazines, Youthlink and Teenage will be approached to provide extensive print coverage on

the event, providing features on sponsors, performers and photo highlights of the event.

PRE & POST RELEASES AND INTERVIEWS

Pre releases to be circulated to all media with details of the, sponsors’ participations as well as inviting

the high school students to attend will be generated. Post releases announcing event details will also be

disseminated.

Radio and Television interviews will also be coordinated with, sponsors and event coordinators leading up

to the event, with the same along with post event highlights on television stations.

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SPONSOR PROMOTION*

A special promotion can be developed surrounding the title/major sponsor’s product, where footage from

the event can be used to endorse the product i.e. feature in a commercial/ campaign etc.

ENDORSEMENT/ PARTNERSHIPS WITH LOCAL CHILD AGENCIES

Endorsement from local child development agency/agencies will be solicited to solidify social / corporate

support and relevance for the programme. E.g. – PALS, Ministry of Education and Ministry of Youth &

Culture.

ADS

Radio & TV - promoting the ticket outlets etc on TVJ, CVM, RETV, HYPE TV, FLOW

Print Placements for 4 weeks - 1/4 page ads in Gleaner, Observer, Star, June 11- July 7, 2012

OTHER MARKETING ACTIVITIES

• Letters addressed to principals will be disseminated to receive permission to display fliers and

posters on school grounds to support the advertising thrust

• Fliers and/or other promotional material will be placed at bus parks and various target areas & hot

spots frequented by high school students

• Special complimentary passes giveaways online and on air (radio)

• Promotions on Entertainment and Social Networking websites (Facebook and Twitter)

• Announcements in the entertainment sections of various prominent local newspapers.

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How will YOU benefit from partnering with‘Generation Y’ Partnering with an event of this nature demonstrates commitment to the development and growth of our

future leaders. In addition, the event will directly connect your brand with the younger demographic who

are decision makers in the household and influence purchasing decisions of their parents.

SPONSORSHIP ENTITLEMENTS:TITLE SPONSORSHIP- ONLY ONE (1) AVAILABLE

SPONSORSHIP COST

$4,000,000ENTITLEMENTS:• Jointtitlebillingfortheevent• Prioritybrandingrightsatevent• Exclusionofallcompetingbrands/products• Creditswithlogoonalltelevisioncommercials• Creditsonallradiocommercials• CreditswithlogoinNewspaperadvertisements• Extensivepromosontelevision• Extensivepromosonradio• Creditsduringoutsidebroadcast(onradio)• CreditsonFlyers• Advertisementsviawebsite,FaceBookandTwitter• MountingofCompany’sBannersandbuntingin prominentlocationattheevent• Sponsor’sbooth&displayattheevent• Productsamplingattheevent• Forty(40)complimentarytickets• 2mediainterviewsforcompany’srepresentative/s(priortotheevent)• Photoopportunitywhenpresentingsponsorshipcheque• Accesstomediareleases• On-stagerecognitionbyMC• Recognitioninposteventpressreleases

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GOLD SPONSORSHIP- ONLY TWO (2) AVAILABLE SPONSORSHIP COST

$2,000,000ENTITLEMENTS:• Creditswithlogoonalltelevisioncommercials• Creditsonallradiocommercials• CreditswithlogoinNewspaperadvertisements• Promoontelevision• Promoonradio• CreditsonFlyers• Advertisementsviawebsite,FacebookandTwitter• MountingofCompany’sBannersandbuntingattheevent• Sponsor’sbooth&displayattheevent• Productsamplingattheevent• TwentyFive(25)complimentarytickets• 1mediainterviewforcompany’srepresentative(priortotheevent)• Photoopportunitywhenpresentingsponsorshipcheque• Accesstomediareleases• On-stagerecognitionbyMC• Recognitioninposteventpressreleases

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SPONSORSHIP COST

$500,000ENTITLEMENTS:• Credits(withoutlogo)inNewspaperadvertisements• Promoonradio• CreditsonFlyers• Advertisementsviawebsite,FacebookandTwitter• MountingofCompany’sBannersandbuntingsattheevent• Eight(8)complimentarytickets• Photoopportunitywhenpresentingsponsorshipcheque• On-stagerecognitionbyMC• Recognitionininstitutionalmagazine

SPONSORSHIP COST

$1, 000,000ENTITLEMENTS:• Credits(withoutlogo)onalltelevisioncommercials• Creditsonallradiocommercials• CreditswithlogoinNewspaperadvertisements• Promoontelevision• Promoonradio• Creditsduringoutsidebroadcast(onradio)• CreditsonFlyers• Advertisementsviawebsite,FacebookandTwitter• MountingofCompany’sBannersandbuntingsattheevent• Sponsor’sbooth&displayattheevent• Fifteen(15)complimentarytickets• Photoopportunitywhenpresentingsponsorshipcheque• Accesstomediareleases• On-stagerecognitionbyMC• Recognitioninposteventpressreleases

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6 Ballater Avenue, Kingston 10,Tel: 876.754.6621, Fax: 876.754.6620

E-Mail: info@yowworld.orgwebsite: www.yowworld.org