Pictured: The group taking part in Rep Your Gen pilot in Birmingham, with Dan Brown (standing), Head of New Business for Moo Moo, who is running the group

A Birmingham-based company is celebrating, following the success of a pilot scheme designed to equip young people with skills for the workplace and boost their employability.

Moo Moo Youth Marketing (MMYM), based on Fazeley Street, Birmingham, offered seven 16-19 year olds the opportunity to take part in a two-week, paid programme during August.

The initiative, dubbed 'Rep Your Gen', provides a once-in-a-lifetime learning experience for the teens, as the participants are involved in creating marketing campaigns and initiatives for their peers.

This inaugural group comes from diverse backgrounds; NEET (Not in Education, Employment or Training) are represented, as are college students, as well as those defined as at-risk groups.

So far, these lucky young people have created campaigns to raise awareness of condom usage, and to tackle extremism.

The recent project saw the group talk to close on 100 people about the feelings and current practices surrounding safe sex and condom usage. Using the information and resources gathered, the participants created a youth-led, educational marketing campaign surrounding safe sex issues.

Other valuable experiences include brainstorming and strategy sessions surrounding such issues as counter-terrorism and the dangers of extremism.

Louella, one 17 year-old participant, says, "It's really exciting to be a part of something, to create awareness for youths, and gain an understanding of a marketing workplace."  

'Rep Your Gen' creates peer-led resources, which allows private and public sector organisations the ability to connect their brand, message and social issues with teens and young adults through social and youth marketing.

Perhaps one of the most crucial outcomes for the teens is the opportunity to join MMYM's company steering group, to work as a MMYM Peer Worker and, as the company plans to soon launch the programme on a national level, to have first dibs on jobs within MMYM's future 'Rep your Gen' programmes.  

In a time when UK youth are struggling against social pressures and bad press in the wake of this summer's riots, MMYM intends to demonstrate the willingness, capacity for learning and industrious nature of many of the country's young people.

"Young people have such a bad reputation at the moment. Moo Moo Youth Marketing are passionate about giving them a chance to prove people wrong," said Charlotte Slater, MMYM Managing Director.

Following the success of this pilot in Birmingham, there are plans for 'Rep Your Gen' to launch nationally later in the year.