The MediaShop has announced its latest strategic partnership. For the next three years, the media agency will be involved with the Ciao Bella initiative. The programme aims to empower young women to better their lives and provide them with an entrance into the media and advertising industry. And they will be filmed while they do it as part of a 13-part reality TV series. Michael Bratt finds out more.
The initiative came into existence as the creation of one of The MediaShop’s own consultants, HR manager for the group, Alarece Eaton, through Eaton Consulting Services.
“Empowering young women and giving them an opportunity to live their life to the full is one of Alarece’s and our passion,” agency group MD Chris Botha explains. “We’re pleased to have a part in improving these young ladies journeys while strengthening our industry at the same time.”
Eaton has an extensive background in human resources and leadership development and has always had the desire to help shape and transform the lives of young women.
The Ciao Bella Initiative looks for girls currently in grade 12 aged between 15-19 years old. Fifteen will be chosen each year to be a part of the programme. “Through this initiative and the process of transformation, we will be improving their lives and raising their own life expectations,” says Eaton.
Another aspect of the programme is that the general public will be able to track and monitor the progress of the candidates’ journey through the media and communication fields. Television and social media have been chosen as the tools for audience engagement. The television aspect will consist of a 13-episode reality show that will focus on the development and growth of the young women through their journey over a three year period. It will showcase the media industry through the building of young media moguls and will be an intense, yet entertaining reality TV series.
And this is the part where The MediaShop will be highly involved. The agency will finance the advertising and administration of this project. Other partners on board include Legaci Nova Entertainment, who offer vast experience in the entertainment industry; Frank Tilley Consulting and iLearn, who will offer presentation and life skills training; SureGrowth, who will complete personalised assessments for the candidates; Starfish as Ciao Bella’s chosen charity; Greathearts Foundation, On The Verge, Street School, and Trike Films. However the Ciao Bella Initiative is always on the lookout for more funders and contributors.
“We have a carefully drafted curriculum that will focus on holistic learning by improving the mind and body of these young women,” says Eaton. Although media skills will be the main focus of the learning, since the programme is being hosted by a media agency, there will also be a look towards areas such as finance both for business and personal, general life skills, self-esteem, building confidence, presentation skills, health and wellness, mentoring, communication, and hygiene and etiquette. “The character and attitudes of these young girls will be put to the test and refined, giving them the ability to deal with life’s challenges and successes,” she adds.
As mentioned before, another very important part of the initiative is trying to secure the candidates employment after they have finished their year of training. “We look forward to these women adding their talents and fresh ideas to an already amazing and innovative industry,” adds Botha.
Should you wish to apply to be a part of this amazing opportunity, visit www.ciaobella.org.za and apply online. For more information on the Ciao Bella Initiative or to get involved, you can email Alarece on alarece@ciaobella.org.za.
