NFT Culture of Work Campaign

Africa stands at a demographic crossroads, with over 60% of its population under the age of 25 . This youthful surge presents both a tremendous opportunity and a pressing challenge. Despite the continent's vibrant talent pool, youth unemployment remains alarmingly high, with Sub-Saharan Africa recording a rate of 32.6% . NFT Consult, operating across nine African nations, grappled with a stark disparity: a deluge of job applications from eager, qualified young professionals contrasted sharply with a limited number of available jobs. This imbalance not only highlighted macroeconomic strains but also underscored the urgent need to reshape narratives around employment and opportunity in Africa.

Recognising the urgent socio-economic disparity between the overwhelming volume of job-seeking youth and the limited employment opportunities available across the continent, I set out to craft a campaign that would do more than just promote a brand — it needed to inspire belief. 

The core challenge was how to reposition NFT Consult from a transactional recruitment platform to a purpose-driven advocate for dignified employment in Africa. I developed the concept of a pan-African storytelling campaign that would shift focus from the scarcity of jobs to the richness of professional journeys. 

By framing real stories through a lens of ambition, resilience, and identity, the task became twofold: strengthen NFT Consult’s brand credibility while contributing meaningfully to the broader conversation on youth unemployment and the evolving culture of work in Africa.

By framing real stories through a lens of ambition, resilience, and identity, the task needed to strengthen NFT Consult’s brand value while contributing meaningfully to the broader conversation on youth unemployment and the evolving culture of work in Africa.

I led the conceptualisation and implementation of the NFT Culture of Work campaign anchoring it in authentic storytelling and ethical representation. Collaborating with regional photographers and writers, we captured candid portraits and narratives that celebrated the resilience and aspirations of African professionals. 


The campaign was disseminated across multiple platforms, including Instagram, Facebook, Twitter, and LinkedIn, ensuring broad reach and engagement. Monthly editorial roundups provided deeper insights into employment trends and amplified the voices of featured individuals, fostering a sense of community and shared purpose.

The Results?

58.7K total impressions

marking a +1918% increase compared to March 2023 and a +294% surge over the highest performing month of 2023 (November).

2,610 post interactions

a YoY leap from 107 in March 2023 and significantly above November 2023, the best performing month for that year. 

A 5x increase in total posts

published (115 in March 2024 vs. 23 in March 2023), indicating a consistent and well-executed content rollout strategy. 

5,000 Organic impressions

Standout storytelling posts such as “Meet Layla Ndaula” and “Elizabeth Ntege’s Leadership Journey”  led performance charts validating the campaign’s human-centred narrative approach . 

My Inspiration

This campaign was a return to a foundational moment in my creative journey. At 15, I was selected to participate in a workshop led by the Everyday Africa documentary team during their project in Mombasa. They trained us in the principles of photojournalism — truth in storytelling, visual dignity, and counter-narratives to Western media tropes. We then took to the city of Mombasa to document daily lives of Kenyans under a narrative that was of their own. 

This campaign was a return to a foundational moment in my creative journey. At 15, I was selected to participate in a workshop led by the Everyday Africa documentary team during their project in Mombasa. They trained us in the principles of photojournalism — truth in storytelling, visual dignity, and counter-narratives to Western media tropes. We then took to the city of Mombasa to document daily lives of Kenyans under a narrative that was of their own. 

That experience cemented my belief that storytelling is not just about what we say, but how we choose to see. It is this same ethos that shaped the Culture of Work campaign — a project built not just on KPIs, but on purpose, perspective, and deep cultural empathy.

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