Safaricom (NSE: SCOM), through its youth platform Safaricom Hook, in partnership with Sprite, yesterday hosted the Hook’d on Fresh Masterclass Series at the University of Eldoret, empowering over 300 students and youth from the university and surrounding communities.
The program trained participants in content creation, monetization, and digital literacy, equipping them with practical tools to thrive in Kenya’s expanding digital economy.
The event featured leading industry mentors, including musician Collo Blue and dance creator Tileh Pacbro, who shared hands-on insights, creative strategies, and real-world experiences to help young creators succeed.
“I’m very happy that Safaricom and Sprite have brought this masterclass to our university. I’ve learned that platforms like Safaricom Hook are not only for entertainment but also valuable for studies and research, especially with affordable internet bundles,” said Norman Kipkurgat, a second-year student at University of Eldoret.
The Eldoret visit follows the inaugural Hook’d on Fresh Masterclass at JKUAT last week, signaling the start of a nationwide initiative to equip Kenyan youth with digital skills, financial literacy, and creative competencies to succeed in modern careers.
“The Hook’d on Fresh campaign is a digital influencer-led program that equips creators with the skills, tools, and inspiration to excel in the content economy. We also engaged the youth on the importance of early savings and exploring the many opportunities in tech and digital platforms,” said Fawzia Ali, Chief Consumer Business Officer, Safaricom.
The masterclass series will continue touring universities across the country, providing students with digital skills and access to products like Ziidi Invest and Save, designed to support their daily hustle and entrepreneurial ambitions.
Alongside the masterclasses, Safaricom and Sprite launched the Hook’d on Fresh User Generated Content (UGC) Challenge, a nationwide digital competition inviting young people to showcase creativity through short-form videos. Participants are encouraged to share their “fresh” take on music, sports, fashion, and comedy on TikTok and Instagram, using hashtags #HookdonFresh and #SafaricomHook, while tagging Sprite Kenya and Safaricom Hook for a chance to win prizes.
The challenge features 403 winners across nine tiers, with cash prizes ranging from KES 3,000 to KES 20,000, alongside smartphones and data bundles. Winners are selected monthly.
By merging mentorship, creative skill-building, and financial literacy, the Hook’d on Fresh Masterclass Series empowers young Kenyans to innovate, showcase their talent, and successfully navigate the digital economy, positioning them for growth and opportunity nationwide.
