On the road with MEDA: Marketing in Morocco

MEDA’s whole marketing department – communications manager Linda Whitmore and multimedia designer Steve Sugrim – recently spent two weeks in Morocco gathering photos and videos and interviewing clients in the YouthInvest project.

“It was both a pleasure and an honour to have the opportunity to come to Morocco and visit MEDA staff and partners in Casablanca, Oujda and Ouarzazate,” said Linda. “Steve and I were touched by the renowned Moroccan hospitality and amazed by the impressive growth in the country. But the highlight of our visit was meeting and talking with MEDA and partner staff and clients, and seeing the incredible enthusiasm of YouthInvest teachers and students!”

“Seeing MEDA’s work first hand,” adds Steve, “and the incredible difference the training makes in the lives of youth was awesome to see. It was interesting talking to the students first hand and seeing them in the classrooms, interacting with MEDA staff. Youth are the same all over the world – they have similar dreams and hopes for their futures. MEDA is definitely opening a door in a struggling situation.”

YouthInvest, targeted at young, marginalized Moroccans aged 15-25, offers innovative financial products and services created to meet their needs and address barriers to employment in a country where 60% of the unemployed are youth.

The project’s three training programs – 100 Hours to Success, Click for Success (computer literacy) and Civic Education help youth gain access to financial services such as loans or savings and prepare them to land their first job or create their own small enterprise.

Working through its local partners, including microfinance institutions, banks and other NGOs, YouthInvest creates youth-appropriate savings and loans products and offers participative training in life skills, computer skills, human rights and responsibilities, and practical skills such as money management and resume writing.

“Morocco is a country on the move,” said Linda, “where city skylines are dotted with construction cranes. YouthInvest will help a younger generation get a foot in the door so they, too, can benefit from this blossoming economy.”

Yassine, 24, is a student at a school for hotel management in Ouarzazate connected to MEDA partner AESD (Association pour la Solidarité et le Developpement). Although he began studying French in university, he decided to move into technical studies to get a good job. He plans to continue his university education as he works.

“I have benefited a lot from YouthInvest training – learning how to manage a business and how to save. Any additional training I add to my CV will help me get a job.” Yassine also has dreams, too. “I want to have my own business – a coffee shop with pastry, my specialty. I can make money from it, but it is an art, too. I will apply what I have learned in terms of managing a business.”