Alda Hardanto, Head of creative and Ivan Mikulić, Agency lead, shared their thoughts on their collaboration with YALTA. The Dutch based communications agency works mostly with purpose-driven organisations, NGOs, the Dutch Ministry of Foreign Affairs, and brands looking to highlight their work on the SDGs. They work with local networks of content creators and crews, for co-creation in collaboration, using communication to accelerate impact. 

Makmende was there at the inception of YALTA. They set in motion research on media consumption, they led brainstorming and discussion with the community (influencers, youth, agroecology entrepreeneours, and camera crews) to look at who youth locally listen to, so the content would resonate with the audience. This reinforced communication as being essential to the program.

In conversations with Rwandan commedian and influencer Artur Nkusi, Alda came up with the idea of making agriculture sexy again. This got people interested. But desk research showed Alda that there were quite some differences between the countries regarding access to and use of media, which differed quite between urban and remote areas. This meant different (media) sources were needed to really target the audience. 

And the message needed to be tailored to the level of awareness, interest and involvement of youth. So the campaign centred on three key messages: 

1. There is a real opportunity to earn money in agroecology
2. Young people are already successful in agroecology, now is your turn
3. Agroecology is simple, you don’t need a lot of money or acres of land to get started

According to Ivan, the awareness campaign for YALTA was interesting because it really used communication to create interaction, bringing young people together with role models. To have them see and experience, that you can make money being a young agroecological entrepreneur, that it is sexy, and that you can make a solid business idea out of it. 

Want to know more? Click below to learn more about the Makmende approach for YALTA.

Alda Hardanto | Editor

Ivan Mikulic | Agency Lead

Alda Hardanto, Head of creative and Ivan Mikulić, Agency lead, shared their thoughts on their collaboration with YALTA. The Dutch based communications agency works mostly with purpose-driven organisations, NGOs, the Dutch Ministry of Foreign Affairs, and brands looking to highlight their work on the SDGs. They work with local networks of content creators and crews, for co-creation in collaboration, using communication to accelerate impact. 

And the message needed to be tailored to the level of awareness, interest and involvement of youth. So the campaign centred on three key messages: 

1. There is a real opportunity to earn money in agroecology
2. Young people are already successful in agroecology, now is your turn
3. Agroecology is simple, you don’t need a lot of money or acres of land to get started

According to Ivan, the awareness campaign for YALTA was interesting because it really used communication to create interaction, bringing young people together with role models. To have them see and experience, that you can make money being a young agroecological entrepreneur, that it is sexy, and that you can make a solid business idea out of it. 

Want to know more? Click below to learn more about the Makmende approach for YALTA.

Alda Hardanto | Head of Creative

Ivan Mikulic | Agency Lead

In conversations with Rwandan commedian and influencer Artur Nkusi, Alda came up with the idea of making agriculture sexy again. This got people interested. But desk research showed Alda that there were quite some differences between the countries regarding access to and use of media, which differed quite between urban and remote areas. This meant different (media) sources were needed to really target the audience. 

Alda Hardanto, Head of creative and Ivan Mikulić, Agency lead, shared their thoughts on their collaboration with YALTA. The Dutch based communications agency works mostly with purpose-driven organisations, NGOs, the Dutch Ministry of Foreign Affairs, and brands looking to highlight their work on the SDGs. They work with local networks of content creators and crews, for co-creation in collaboration, using communication to accelerate impact. 

Makmende was there at the inception of YALTA. They set in motion research on media consumption, they led brainstorming and discussion with the community (influencers, youth, agroecology entrepreeneours, and camera crews) to look at who youth locally listen to, so the content would resonate with the audience. This reinforced communication as being essential to the program.

In conversations with Rwandan commedian and influencer Artur Nkusi, Alda came up with the idea of making agriculture sexy again. This got people interested. But desk research showed Alda that there were quite some differences between the countries regarding access to and use of media, which differed quite between urban and remote areas. This meant different (media) sources were needed to really target the audience. 

And the message needed to be tailored to the level of awareness, interest and involvement of youth. So the campaign centred on three key messages: 

1. There is a real opportunity to earn money in agroecology
2. Young people are already successful in agroecology, now is your turn
3. Agroecology is simple, you don’t need a lot of money or acres of land to get started

According to Ivan, the awareness campaign for YALTA was interesting because it really used communication to create interaction, bringing young people together with role models. To have them see and experience, that you can make money being a young agroecological entrepreneur, that it is sexy, and that you can make a solid business idea out of it. 

Want to know more? Click below to learn more about the Makmende approach for YALTA.

Alda Hardanto | Head of Creative

Ivan Mikulic | Agency Lead