Assignment
Riya Gupta
24-07-2025
Executive summary
Youth are being left behind at an alarming rate!
While the number of youth aged 15–24 has grown by 30% over the last 20 years, their participation
in the labour force has decreased by approximately 12% (ILO, 2020). Given India’s demographic
dividend, this gap could result in missed opportunities for economic growth and social development.
In an effort to bridge this rising gap, the Ministry of Skill Development and Entrepreneurship
launched the Apprenticeship Program—a flagship initiative that promotes on-the-job skill training
for youth by providing financial incentives to employers, especially MSMEs, to engage and train
young talent.
RightWalkFoundation, in partnership with the State Governments of Maharashtra, Kerala, and
Delhi, is launching a campaign on World Youth Skills Day (15th July) to spark discussions and
dialogue around real challenges in the employability sector.
Campaign Name:
Campus to careers with RightWalkfoundation
Duration:
Launched on July 15 a 4 week long campaign (extendable or refreshed based on assessment)
Content Strategy Snapshot (1-pager or slide)
For this campaign we will prioritize a youth-centric, solution-oriented tone that is both informative
and aspirational. We will need to create values based content that drive interest and is relevant. We
will use interactive polls and Quiz formats on LinkedIn and Twitter to create a platform for discussion
where stakeholders can feel free to discuss knowledge gaps and challenges.
“Why apprenticeships matter,” - we will try to answer the question with a mix of 40% short-form
reels and 20% user-generated success stories that highlight real voices and relatable journeys of
youths making the narrative authentic and credible.
40 % infographics and authority building content will break down complex policies like NAPS and
MAPS into easy-to-grasp content for industries, HR heads, and MSMEs and institutions.
Storytelling will be multi-layered. For policymakers, it will emphasize impact and policy clarity; for
industries and institutions, it will showcase practical benefits, current challenges, and solutions
through blogs and live sessions.
For youth, content will adopt a peer-to-peer tone, leveraging reels, YouTube explainer videos, and
interactive live discussions with HR professionals and counselors to build trust.
Below table showcased the Audience based approach to content strategy:
Target audience:
Target audience Platform Focus Content Specification
Policymakers and Twitter and Facebook 70% focus on content to demystify
Government NAPS and how to apply through the
Officials, especially portal.
working with NAPS 10% What are the common faced
and MAPS challenges by industry and
institutions.
Industries and HR HR professionals specially to be 60% Demystify NAPS and MAPS
heads targeted through LinkedIn and through infographics, blogs.
industries through Twitter(X) 20% What are the common faced
challenges faced by the industry
professionals and how government is
making avenues
20% Highlight challenge and current
youth skilling gaps and motivation.
MSME and Startups LinkedIn and Twitter(X) 60% Demystify NAPS and MAPS
through infographics, blogs.
20% What are the common faced
challenges faced by the industry
professionals and how government is
making avenues
20% Highlight challenge and current
youth skilling gaps and motivation.
Institutions Facebook and LinkedIn 30% Information about the program
and how to apply.
40% live discussion session with HR
professional.
20% What are the common faced
challenges faced by the industry
professionals and how government is
making avenues
10%success stories
Youth: Age 17 and Teens aged 13–19 make up 60% user generated content on:
onwards roughly 31% of India's social -market challenges to find jobs.
media users, highlighting the -about the Apprenticeship Program
heavy reliance on platforms like - success stories
Facebook and Instagram in this 30% Information about the program
demographic. and how to apply.
On Youtube youth spend average - Use of Ask Me Anything polls and
29hrs/month especially for Quiz.
educational and entertainment 10% live discussion session with HR
content. professional/ counsellors.
3–5 key messages to communicate
1) Carousal post engaging a specific audience group like HR leader and engaging them on demystify
NAPS.
Cover photo: A stressed HR professional looking at a laptop. Text- “Confused by apprenticeship
policies? Let’s decode NAPS for you.
Next slide : For HR leaders and SMEs, apprenticeships aren’t just about compliance – they’re a
strategic hiring solution that bridges skill gaps and cuts costs.
Next slide: With the updated NAPS portal, onboarding and claims are just a few clicks away.
Next slide: Companies like (XYZ Industry) have reduced hiring costs and built a job-ready workforce
with apprenticeships.
Next slide: Government co-funding under NAPS makes training apprentices more affordable than
traditional hires
Last slide: Be part of the conversation! For the next 15 days RightWalk foundations spotlights youth
skilling and what it means for the future.
Post caption:
This is for all HR professionals out there!
Did you youth who participate in employment rate goes up to by 70%.
You are not just providing opportunities for skilling, you may be providing opportunity to someone to
more out of poverty and dream big!
Join us over the next 15 days as RightWalk foundation explores youth skilling, opportunities, and
success stories.
To know more visit our website - [Link]
Rational
I chose an informational post visual style to directly target the users of the portal and make a
relatable pitch. The platforms are often complex and difficult for age group over 40 to navigate,
given their limited capability in the digital environment. Text based posts are still given a sense of
authority By keeping the text simple, using eye-catching visuals, and focusing on very specific
topics, the scroll rate improved.
Brand colour and logo is used to maintain consistency.
2) Simple infographic on rising demographic dividend and falling employment rate.
Rational
This type of visual helps contextualise the larger problem for a larger set of audience in social
media and sets a framework for discussion for everyone. This will be a great way to both educate
the audience on the issue and anchor the discussion.
3) Example of a Poll question for Twitter and LinkedIn
Which of these is a benefit under the National Apprenticeship Promotion Scheme (NAPS)?
1. Government shares 25% of apprentice stipend (up to ₹1,500/month) ✅ (Correct Answer)
2. Free campus placements
3. 100% salary reimbursement for apprentices
4. Only for government jobs
Caption
RightWalk Foundation is actively working to simplify apprenticeship pathways and bridging the gap
between industries and skilled youth. We have impacted XX youth so far.
Join the conversation as India's Skill Revolution partners. #SkillUpIndia
Learn more about RightWalk Foundation [Link]
4) Photo story of a youth
Visual : Image of a program participant.
Hi I am Rajesh, I belongs from a small village in Bihar. I am the first person in my family to have
completed college.
Since I am from a remote area I didn’t have many job prospects, and as a fresher, finding
opportunities was extremely challenging. RightWalk foundation helped me connect with the
Apprenticeship Program and that has truly helped me. I got an internship in a big company and I
gained hands-on industry experience and practical skills that I could have never learned in a
classroom. I am clear on my career path now and have gained the confidence to move in the
direction of my dreams.
Caption: Nearly 20% of Indian youth lack clarity about their career choices, according to the ASER
2023 report. Apprenticeship Program are a great way for students to gain industry experience.
Join us over the next 15 days as RightWalk foundation explores youth skilling, opportunities, and
success stories.
To know more visit our website - [Link]
Rational
The photo story visuals are great for creating personal connection with the audience and proof of
credibility.
Please find the Social Media Content Mockups here - Link for Creatives