Hook’d on Fresh Campaign Reaches Eldoret University, Encouraging Youth Innovation

Safaricom (NSE: SCOM), through its youth platform Safaricom Hook, in partnership with Sprite, yesterday brought the Hook’d on Fresh Masterclass Series to the University of Eldoret, engaging over 300 students and youth from the university and surrounding communities.

The program equipped participants with essential digital skills, including content creation, monetization strategies, and online literacy—key tools for success in Kenya’s evolving digital economy.

Industry mentors, including musician Collo Blue and dance creator Tileh Pacbro, shared practical guidance, hands-on insights, and strategies to help young creators thrive in competitive digital spaces.

“I am thrilled that Safaricom and Sprite have brought this masterclass to our university. I’ve discovered that platforms like Safaricom Hook are not only for entertainment but also highly useful for studies and research, especially with affordable internet bundles,” said Norman Kipkurgat, a second-year student.

The Eldoret stop follows last week’s inaugural Hook’d on Fresh Masterclass at JKUAT, marking the start of a nationwide initiative aimed at equipping young Kenyans with digital skills, creativity, and financial literacy.

“The Hook’d on Fresh campaign is a digital influencer-led program designed to provide creators with the skills, tools, and inspiration needed to succeed in the digital content economy. Today, we also encouraged youth to embrace early saving habits and explore opportunities in tech and digital platforms,” said Fawzia Ali, Chief Consumer Business Officer, Safaricom.

The masterclass series will continue touring universities nationwide, empowering students with digital skills and providing products such as Ziidi Invest and Save, supporting their daily hustles and entrepreneurial ambitions.

In addition, Safaricom and Sprite launched the Hook’d on Fresh User Generated Content (UGC) Challenge, inviting youth across Kenya to showcase creativity through short-form videos. Participants are encouraged to share their “fresh” take on music, sports, fashion, or 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 combining mentorship, creative skill-building, and financial literacy, the Hook’d on Fresh Masterclass Series positions young Kenyans to innovate, earn, and thrive in the digital economy, preparing them for both creative and entrepreneurial success.