Friday Dec 13, 2024
Friday Dec 13, 2024
Friday, 28 July 2017 00:00 - - {{hitsCtrl.values.hits}}
A national mass media social marketing campaign Ekata | Onraa was ceremonially launched in the presence of Minister of Skills Development and Vocational Training Chandima Weerakkody, senior government representatives, members of the donor community, media and civil society and the private sector on 25 July, at the auditorium of the Bishop’s College in Colombo.
The campaign was launched under the banner, ‘Skill Up Sri Lanka’ and aims to address the urgent issue of skilled labour shortages in growing sectors of the Sri Lankan economy by raising awareness about the value and importance of careers in these sectors. The campaign is an open platform through which key stakeholders are encouraged to join in order to ensure that the message is spread throughout the country.
The campaign brought together a variety of speakers and personalities including; youth representatives, Captain Ajith Pieres (CINEC), Dmitri Cooray (Jetwing), Eng. Maj. Ranjith Gunatileke (Sanken Construction), Dr. Kithsiri Machanayake (FITIS), Ranjith Pandithage (DIMO/Hayleys) and Dinesh Weerakkody (NHRC). The initial investment in the campaign was made by the Government of Canada, through World University Service of Canada (WUSC) – represented by High Commissioner of Canada to Sri Lanka and the Maldives Shelley Whiting.
Ekata | Onraa targets four sectors including Lite Engineering and Automotive, Construction, Hospitality and Tourism and Information Communication and Technology. The launch of the campaign brought together and celebrated young men and women who aspire to build their careers in these non-traditional sectors. The official website, www.skillupsrilanka.lk, along with TV commercials for each sector were also launched at the event. The official music video for Ekata | Onraa sung by Funky Dirt and Krishan Maheson was also launched with a live performance along with further performances by Centigradz and Randhir.
The unemployment rate among youth between the ages of 20-24 years is at 21.2%, highest among all age groups. This campaign hopes to increase the number of young men and women, including People with Disabilities (PWDs) and youth affected by the war, entering the labour market in these strategic growth industries.
The concept and design for Ekata | Onraa was created by ZMESSENGER and its media implementation is being done by Media Factory. The logo and branding encompasses the campaign’s mission to engage youth and their influencers, to raise awareness of current opportunities, to raise the level of dignity of labour in these sectors as well as to inspire and create excitement for the future of Sri Lanka and its young men and women.
