South Africa has the potential to create up to 270-000 new jobs in the green economy by the year 2030 and the potential lies in our youth to forge a stronger future for our country. However, with the unemployment rates at alarmingly high rates especially amongst young South Africans, more needs to be done to equip with the necessary knowledge and skills to thrive and initiatives to empower them have become a critical necessity.
Youth development in South Africa is guided by the National Youth Policy as well as aligned to the global Sustainable Development Goals which include quality education, the eradication of poverty and inequality and ensuring economic growth. These are linked to government’s national priorities of inclusive growth and job creation.
Unemployment remains one of the most persistent challenges for our country and the youth are amongst the most affected. Recent data by Statistics South Africa demonstrate that Youth aged 15-34 years continue to have the highest unemployment rates at 46,6%. The report further highlighted that over 35% of young people aged 15-24 years were not in employment, education or training.
This is deeply concerning for our economy as our youth comprises almost a third of the entire population.
The answer lies in shifting their mindsets from job-seekers to job-creators and for the past 10 years, the Step Up 2 A Start Up programme has sought to achieve just that.
Youth development organisation Primestars, along with The YouthStart Foundation and various other corporate partners, implements the programme across the country targeting Grade 8 -12 high school learners from under-resourced communities.
Since inception the programme has impacted the lives of over 100-000 young people utilising a unique edutainment implementation using conventional cinema complexes as ‘theatres of learning’. Learners are transported to the cinema to watch a film produced which is specified to the programme.
The teachings in the film, titled ‘ Karabo’s Kitchen’ are then enhanced with the distribution of a practical educational booklet.
For schools out of cinema reach, the cinema is taken to the school itself with a mobile cinema set up.
All content is also available via the digital platform, which is zero-rated by CellC.
Beneficiaries are then encouraged to enter the competition by identifying a climate change-related problem in their communities and coming up with a solution.
Entries are then adjudicated to the Top 10 teams from across the country who are invited to attend an intensive business bootcamp in Gauteng.
The 2023 rollout benefitted over 12 000 learners and yielded a record number of over 750 business entries received in the national entrepreneurship competition. Other milestones include the much-anticipated launch of the #StepUpAlumni network to facilitate a greater and ongoing connection with new and previous beneficiaries as well as the expansion of the programme to new areas, particularly rural communities in outlying areas.
Step Up 2 A Start Up provides beneficiaries with invaluable business skills, mentorship, and the opportunity to turn their innovative ideas into viable businesses. The program has not only fostered entrepreneurial talent but also instilled a sense of hope and possibility in South Africa’s youth.
As Primestars looks to the future, the organization remains dedicated to expanding the reach and impact of Step Up 2 A Start Up, ensuring that even more young people can access the resources and support they need to succeed in the ever-evolving economic landscape.
Facilitating partners of the programme include OMNIA, Allan & Gill Gray Philanthropies, AECI, SEDA, 3M, Seed Academy, Zutari, Afrika Tikkun, WDB Investment Holdings, CellC, Uber, Johannebsurg Business School, Spar South Rand, Raizcorp, Nandos, Proudly South African, ENGIE, Mulilo Trust, Sizwse IT, Richfield, Protea Hotels, BCW, Airlink and The Allan Gray Orbis Foundation amongst others.
“Step Up 2 A Green Start Up, is a bold response to twin crises: climate change and unemployment. By nurturing green entrepreneurs, we’re not just building businesses; we’re forging a sustainable future for South Africa. We call on all young people to earn their place as part of Planet Earth’s Support Crew.”- Martin Sweet, Managing Director of Primestars.
” The youth unemployment crisis cannot be solved by any single entity; to truly turn the tide, we must scale our efforts and ensure that every young person in this country has the opportunity to succeed and make their dreams a reality. The energy, ambition, dreams and passion of the youth as well as their potential to achieve, should be nurtured as they are our current and future leaders.” –Nkosinathi Moshoana, Primestars Chief Operations Officer and Executive Lead on All Programmes.
