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The National Youth Development Agency (NYDA) joined Primestars Marketing [on16 July] in launching the STEP UP TO A START UP initiative which will provide vital lessons in entrepreneurship to 15 000 learners from disadvantaged schools across South Africa.

The initiative is organised by Primestars Marketing, a company that specialises in facilitating youth development programmes for high school learners from underprivileged communities through cinema. The NYDA is the main sponsor of the programme in partnership with the MTN Foundation, Absa Bank, SASOL, Putco and the Gauteng Enterprise Propeller (GEP).

“We needed a new and unique programme that the private sector in particular could support and through an innovative and more youth-friendly platform would encourage more young South Africans deliberate on entrepreneurship and start considering a life in business. Yesterday we launched such a programme. This initiative encapsulates the NYDA’s role perfectly as a facilitator of youth development in South Africa. The Step Up to a Start Up youth entrepreneurship programme will provide education and skills development training for young entrepreneurs in a youthful, fun and interactive way using cinema. The programme is targeted at in school youth exposing them to entrepreneurship as a viable career path. Step Up to a Start Up will go a long way in addressing the lack of a culture of youth entrepreneurship in our country,” says Yershen Pillay NYDA Executive Chairperson.

Participants will begin their entrepreneurship education journey at one of 14 Ster Kinekor cinemas nationally, where they will watch an educational feature film produced exclusively for this programme. Transportation for Gauteng learners will be provided by the PUTCO Foundation. The film is a heart- warming story of three friends who dream beyond their humble beginnings and work hard to achieve business success.  Ferguson Films and HB Pictures are proud to be part of this nation building initiative. The film also includes several of South Africa’s most prolific entrepreneurs cameoing in the film, some of which were secured by Global Events Promotion, adding personal insight and exposing participants to positive role-models such as; “ Siyabulela Xuza, Lebo Gunguluza, Jabu Stone, and Endeavor entrepreneurs Cynthia Mkhombo, Mohlakoana Mokoena and DJ Kumbula as well as mentors such as Dragon Den’s James Caan, Raizcorp’s Allon Raiz and Seed Engine’s Marc Elias”.

To further entrench the lessons taught in the movie, participants will be given an Entrepreneurs Toolkit, a step-by-step guide on how to get started as an entrepreneur, from concept to market. This valuable resource, developed and published by Sharp Sharp Media, will also serve as the basis for the next step in the learning process, the STEP UP 2 A START UP NATIONAL YOUTH ENTREPRENEURSHIP COMPETITION.

Article issued by NYDA. To view their profile on SAstudy, click here.

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