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UNICEF YuWaah India - Yutopia
Building public momentum for Youth Centrality
Client
UNICEF YuWaah India
Engagement
Ongoing
Programmes
YPAT + Yutopia
Scope
Strategy, Campaigns, Capacity Building
The Problem
India has 371 million young people between the ages of 15 and 29. That is the largest youth population in the world. And yet young people are mostly absent from the rooms where decisions about their lives are made. Policy tables. Hiring panels. CSR committees. Boardrooms.
UNICEF YuWaah developed Youth Centrality as a framework to close that gap. Nine principles that describe what it actually looks like when an institution treats young people as equal stakeholders rather than as beneficiaries.
The framework existed. The institutional relationships existed. What was missing was the public momentum: the campaigns, the brand, the partner conversations, the platforms. Institutions outside the development sector had never encountered Youth Centrality. The fellows inside the programme had not yet learned how to advocate for it publicly. And nothing tied any of it together as a single story.
VIVA was brought in to build that story, and the communications infrastructure that holds it.
Yutopia: Building the Government, CSO, Private and Youth Alliance
Yutopia is a four-pillar alliance co-created by UNICEF YuWaah and SAP, built on the shared commitment to embed Youth Centrality across the institutions that shape young people's lives. Its four pillars are Government, Civil Society Organisations, the Private Sector, and Youth. Each pillar comes to the table with different incentives, different vocabularies, and different timelines. The alliance holds them together.
When VIVA came on board, the alliance was still called PPYP, or Public Private Youth Partnership. It was a working title, functional but not yet a brand. Part of VIVA's job was to give it a name that could carry the weight of what it was actually trying to do. That is where Yutopia came from. The name gave the alliance an identity that could stand on its own, and it opened the door for everything that came next.
The goal now is to get institutions across all four pillars to publicly commit to building Youth Centrality into how they think, lead, and grow. VIVA built the communications architecture that holds all of it together, and now runs the work that brings new institutions into the alliance.
Theme 1: Building The Identity
Visual and Verbal Foundation
Before Yutopia could go public, it needed a brand. VIVA built that in partnership with UNICEF YuWaah and SAP, who are the founding co-creators of the alliance. The work covered everything from the name and logo to the design language, the tone of voice, and the foundational communications framework that all partner-facing and public-facing material would be built on.
The identity had a difficult job to do. It had to feel credible to a Fortune 500 corporate, accessible to a young person, and serious to a government stakeholder. It had to belong to UNICEF and SAP without disappearing into either of them. By the end of this phase, Yutopia had a brand that could walk into any of those rooms and be taken seriously.
Theme 2:
Corporate Onboarding
Spearheading the Corporate Track, with SAP as Co-Creator
SAP is Yutopia's founding private sector partner and co-creator. With SAP at the table, the next job is to grow the alliance: to bring more corporates in on the strength of the proposition that Yutopia represents. VIVA is the agency running this corporate onboarding effort.
The job is to take Youth Centrality, which sits naturally inside a development sector vocabulary, and put it into language that makes sense to a CHRO, a head of CSR, or a CEO. That means talking about talent strategy, future-of-work readiness, consumer relevance, retention, and brand differentiation. Every conversation with a prospective partner requires that translation to land before the alliance can move forward.
What VIVA Owns in the Corporate Track
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Pitch architecture and decks for every corporate engagement, customised to the sector and the seniority of the stakeholder in the room.
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Direct participation in pitch meetings alongside the YuWaah team, so the strategic narrative stays intact when the conversation gets specific.
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Sector-specific positioning for outreach across technology, consulting, financial services, FMCG, and media.
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Follow-up communications and partnership materials that move corporates from interest to commitment.
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Content collaboration with SAP on knowledge products, op-eds, and thought leadership pieces that show what Yutopia looks like in practice inside a global corporation, so prospective partners can see what they are signing up to.
Theme 3:
Government Amplification
Building Yutopia's Public Profile with the Government Pillar
The Government pillar of Yutopia is active, and making that visible to a wider audience is part of what builds the alliance's credibility with future partners.
VIVA runs the communications around Yutopia's government engagement on YuWaah's social channels. When a government moment happens for Yutopia, we make sure it is captured, framed, and amplified. When government voices speak publicly about Youth Centrality, we make sure those voices travel beyond the room they were in.
The work signals to corporates, CSOs, and the public that Yutopia is not a development sector side project. It has government weight behind it.
Theme 4:
CSO Activation
Civil Society as Multipliers
On the civil society side, VIVA supports YuWaah in communicating with and through its CSO partners. The CSO track works only if civil society organisations don't just sign up to the alliance but actively amplify Youth Centrality inside their own networks. VIVA produces the content and collateral that makes that possible.
This includes recap content from the CSO convening, partner-ready material that CSOs can adapt for their own audiences, and amplification strategies that put Youth Centrality in front of people the development sector would not normally reach.
Theme 4:
Owning The Channel
YuWaah's Social Communications for Yutopia
VIVA manages all of YuWaah's social media communications for Yutopia. LinkedIn and Instagram. We develop and execute every post, every campaign, and every piece of content that goes out under the Yutopia name. The point we are consistently making, across all of it, is what Youth Centrality looks like in practice and what institutions can do about it.
Weekly check-ins with the YuWaah communications team keep the calendar coordinated, the campaigns sequenced, and the strategy aligned across all three audience tracks.
