Africa Code Week

Full-spectrum communications

Developed in 2015, Africa Code Week (ACW) aims to reach 200 000 teachers and positively impact the lives of five million young Africans over the next 10 years, empowering them with digital coding skills to thrive, and help societies compete in the digital economy. To achieve this vision, ACW needs to increase market footprint and programme participation by 15% year-on-year. It needs to communicate its message across borders, to African policy makers, opinion leaders, youth and educators everywhere, in three languages: English, French, and Portuguese.

The Bait

HLS was tasked in managing all communications activities for SAP’s EMEA flagship programme, ACW, in helping the initiative to empower 500 000 young Africans with coding skills, delivering a full-spectrum campaign over a nine-month period, and effectively engaging priority audiences, including policy makers, government, global employees, customers and partners, with interesting, engaging and newsworthy content. 

The Sinker

  • In total, 1.3 million youth from 35 countries were empowered with basic coding skills
  • Total participation up 203% since the previous year
  • SA participation up 142% with 116 800 youth trained
  • Total female participation of 43%
  • Over 670 mentions secured in media in top five priority countries with a total coverage value of +R4.6 million
  • ROI of 1000%
  • Total tweet impressions: 2.6 million – more than doubling compared to previous event

“Adam Hunter and his team have been an integral part of the Africa Code Week program for five years. HLS has delivered and executed phenomenal 360-communications, including but not limited to; written articles, Pan-African media relations, presentations, graphic design, advertising, social media, digital events, partner relations and global employee communications. Year after year, Adam and the HLS team continue to take our initiative to new heights with their creative media and marketing capability, and they have even won two awards for our program along the way.”

– Claire Gillissen-Duval, Africa Code Week Founder and SAP Corporate Social Responsibility Director for EMEA.