If you were given the challenge of  attracting young South African high school people to consider a career in advertising when they leave school, what would you do?

I would probably consider that even squatter settlement kids are connected on mobile phones, more than 70% who have their own phones of which more than 80% are WAP enabled.

I would consider the fact that 29% of South Africans are accessing mobile user generated content (UGC) on a daily basis and the projections that the South African Mobile user generated content market will reach $476 million by year end 2013.

I would consider that mobile UGC services like MXit and The Grid have already become the perfect communication platform for many South Africans especially teenagers and young adults (13 – 25 years old) JBB Research Report July 2009

I would talk with them in an environment that they are comfortable in because they are there all the time. I would build a community in which they could share a passion to communicate, to write and to reach out to their world.

But would I actually do that?

No . . .  probably not. that doesn’t represent a career in advertising. Not now.

I would probably do a poster campaign.