Igniting entrepreneurial spark

DEVELOPMENT: INITIATIVE AIMS TO STIR THE YOUTH'S CREATIVE JUICES THROUGH CINEMA

To date, more than 30 000 pupils from previously disadvantaged areas have benefitted from the programme.

In a bid to address the rising youth unemployment rates in South Africa, Primestars Marketing, together with its key partners, Sasol, National Youth Development Agency, MTN, the Department of Environmental Affairs, Department of Water Affairs and Sizwe IT, among others, have launched the third year of the innovative STEP UP 2 A START UP [#StepUp2016] National Youth Entrepreneurship initiative.

This partnership demonstrates clearly how vibrant public and private sector collaboration can make a big difference in people’s lives.

“Our aim is to give learners access to relevant processes and experts in the field of entrepreneurship, using movie theatres as classrooms of learning,” said managing director of Primestars Marketing, Martin Sweet.

Following the success of the media launch hosted at The Crown Reef Convention Centre in Gold Reef City, Johannesburg, guests comprising executives representing leading educational and entrepreneurial institutions in the country and media were invited to witness the impact of the programme first-hand by watching the film at Ster Kinekor Sandton City.

The guests were welcomed with breakfast and engaged with the Minister of Small Business, Lindiwe Zulu, before the film commenced.

On August 6, pupils began their entrepreneurial development journey at 15 Ster Kinekor cinemas nationally, where they watched an educational film produced for this programme. The success of this medium lies in their usage as “Educational Theatres of Learning”.

Schools, mostly in the townships and historically disadvantaged areas, have been invited to participate in the programme with the support of the department of basic education.

Pupils are registered, indemnified and transported from their schools to their designated cinemas and back again.

“Our youth do not only want jobs, they want to be part of the solution through entrepreneurship,” said Wrenelle Stander, Senior Vice President for Public Affairs and Real Estate Services at Sasol Limited.

To date, more than 30 000 pupils have benefitted from the programme aligned to a unique global social entrepreneurial approach.