Trampar — Sheila Géa

The Problem

In Brazil, there is prejudice against young people from Favelas, especially when they start in the job market.

We started the process wondering if these young people would be interested in what we call Common Professions such as engineering, veterinary, law, and so forth, rather than working as Digital Influencers.

Research

We went through all the stages of discovery and definition, and we found out that 97% of the young people interviewed were interested in Common Professions. Therefore, due the need to help their families financially, 95% of those young people already had a job (the vast majority of them worked in their community).

For them, the difficulty was not to get a job, but to do what they liked and wanted to, in order to pursue a career. The young people interviewed in the focus groups reported that they chose Common Professions because they wanted to give their family members a better life and they did not have much knowledge about other occupations.

View collaborative whiteboard on Mural

The Solution

With the information obtained during the research, we concluded that due to its hectic routine and its old-generation cellphones that had little memory, creating an app would not be a good option. As a starting point, we discovered that Instagram was the most used social network by those young people, so we chose to use this application for our solution.

Therefore, we created the profile "Trampar com o q?", with content that will be made available (vacancies, courses, tips, and so forth.) to help young people from Favelas in the search for a dream job, as well as Lives and conversation circles with professionals who will be able to give them some tips and mentorships, all in a practical, simple and interactive way!