Case
Study

Case Study


Problem Statement

Yuvaa believes in the power of stories and wanted a way to hear them first hand to be able to represent Gen Z in their truest form.

Solution

The Yuvaa Roadshow, one of our signature properties as a part of which we’ve gone across the country acknowledging, understanding, and getting first-hand insights into the raw, unfiltered stories of the youth.


HOW DID WE
DO THIS ?

Insight

The Roadshow was started with the intent to listen, provide a platform to students, and amplify their voices. The idea was to be able to bridge the gap between what the mainstream media portrays the youth to be, as opposed to what they talk about and feel in reality.

Idea

The Roadshow was started with the intent to listen, provide a platform to students, and amplify their voices. The idea was to be able to bridge the gap between what the mainstream media portrays the youth to be, as opposed to what they talk about and feel in reality.


Impact

Impact

The Yuvaa Roadshow became a means for many to regain self-confidence, a sense of belonging, be empathetic and uplift others. For instance, one of our stories on body positivity went viral among the youth bagging nearly 60K views because of how relatable and unfiltered it was! Another heartwarming instance was when the Roadshow resulted in saving a life because of how cathartic it was for a boy wanting to pursue Sociology and not Engineering.

Numbers

  • Colleges visited : 108
  • Cities visited : 38 cities, from Andaman to Jammu & Kashmir
  • Students engaged : over 7 lakh
  • Stories heard : 500+ authentic stories of the youth, told by the youth.
  • Open mics conducted : 470
  • Postcards distributed : 9,300+
  • Dekh behen videos released - 60+
  • Unlabel Episodes released - 35 episodes across 2 seasons
  • Yuvaa Champions created : 100+

Campaign

The Yuvaa Roadshow kicked off in 2018 with an aim to inspire, teach and explain the meaning & power of kindness! In 2019, we proudly partnered with Instagram and gave our roadshow the theme of kindness making it ‘The Yuvaa Roadshow of Kindness’. Here are some of the things we did as part of this immersive journey
  • Conducted wholesome sessions in colleges across the country moderated by Nikhil Taneja, Yuvaa’s CEO where he spoke about his journey, the importance of empathy & how it’s the way of life everyone should adopt!

  • Stories truly do inspire stories, and we’re proud to have conducted open mics in every city we went to intending to not only create a safe space for youngsters to share their stories but also inspire them to be their truest selves.

  • We encouraged students to exchange postcards of kindness where strangers turned into friends and words turned into inspiration.

  • Created a property called ‘Dekh Behen’ which featured influencers who addressed topics that are usually not discussed openly from sex to patriarchy.

  • We also created ‘Unlabel’ - a first of its kind IGTV anti-bullying non-fiction series by Instagram India & Yuvaa that hoped to help young people break out of the stereotypes and 'labels' given to them by society. This was a means to encourage the youth to make Instagram and the internet a more positive space.

  • In order to sustain the bond built with these young people, we also created Yuvaa Champions all across the country!