As part of the Global Gateway strategy, the European Union and Senegal are adopting an innovative advertising approach to speak directly to young Senegalese people. Designed by a consortium of agencies, bringing together AG Partners Senegal and PHRENOS Belgium, the "Dajé, Ànd, Gagner!" (Meet, collaborate, win!) will run for three years and aims to change perceptions of the EU-Senegal partnership.
At the heart of this campaign are four aspirational, dynamic, and immersive films, designed as advertising clips, which break with the conventions of institutional infomercials. Filmed in Wolof, they illustrate the opportunities offered by the EU-Senegal partnership through three major themes: youth employment, vocational training, and infrastructure. Broadcast on television, radio, billboards, and digital media, this modern format aims to captivate and engage young people in search of opportunities.
An ambitious two-year influence strategy
Beyond films, digital technology is a central pillar of the initiative. A structured influence program has been set up with Dudu fait des vidéos and Faynara, two major content creators in Senegal. Their mission: to establish an ongoing conversation with Senegalese youth by producing varied and engaging content over two years to illustrate the concrete impact of EU-supported projects.
This campaign marks a break with traditional approaches to institutional communication: by incorporating advertising and digital marketing techniques, it opens up a new avenue for international institutions wishing to reach young people in Africa.
Find the campaign here