Edge & Motion Group Limited, better known as E&M Group, emerged with two top honours at the Public Relations Society of Kenya (PRSK) Awards for Excellence 2018, taking home Public Affairs Campaign of the Year and PR Event of the Year.
The awards, announced on 20 November 2018, recognised the agency’s work on Next Generation Kenya 2018, a British Council research-driven youth campaign built around the attitudes, aspirations and conditions shaping young people’s lives.
The project drew on literature review, qualitative research and quantitative research across Nairobi, Mombasa, Kisumu and Turkana. More than 4,000 young people were sampled in the study, which E&M Group was then tasked with translating into a public-facing campaign for both stakeholders and youth audiences.
According to the article, the campaign was designed to influence policy and programming at the British Council and within government. It was also used in the annual legislative summit, fed into the completion of the National Youth Policy, and informed engagement between Kenya and the British Government. The report later went on to shape Africa’s engagement with the UK on the continent’s future.
Managing Partner Elly Fred said the win reflected the agency’s mix of creativity, strategy and digital media focus. She added that the campaign had helped members of the Next Generation Youth Task Force secure jobs and scholarships, and noted that Simon Ndirangu had represented African voices in discussions with members of the House of Lords in the UK.
Fred also said the agency’s youthful approach helped it deliver the Next Generation Kenya launch and the related multimedia campaign, #MyVoiceCounts, in a way that matched the target audience.
The campaign featured a number of celebrities and influencers chosen for their leadership on youth issues. The names listed in the article were Renee Ngamau, Ronald Osumba, Sam Gichuru, Scheaffer Okore and Nerima Wako, each brought in to speak on different aspects of the report.
Partner and Operations Lead Hellen Gicheru thanked the British Council, the campaign’s celebrity supporters and other partners for what she described as a successful rollout. She also stressed that youth should be involved at every stage of planning and execution for youth-focused events.
E&M Group said it was incorporated in 2014 and began operations in 2016. The consultancy described itself as an independent public relations and marketing communications agency focused on client objectives, research, imagination, innovation and technology.
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