Safaricom Hook and Sprite Ignite Creativity and Digital Innovation at University of Eldoret

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

The program focused on content creation, digital monetization, and online skills, providing young people with essential tools to succeed in Kenya’s evolving digital economy.

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

“I am delighted that Safaricom and Sprite have brought this masterclass to our university. I have learned that platforms like Safaricom Hook are not only entertaining but also useful for studies and research, particularly with the affordable internet bundles,” said Norman Kipkurgat, a second-year student at University of Eldoret.

This Eldoret visit follows last week’s inaugural Hook’d on Fresh Masterclass at JKUAT, marking the beginning of a nationwide initiative to equip Kenyan youth with digital skills, creativity, and financial knowledge.

“The Hook’d on Fresh campaign is designed to equip creators with the skills, tools, and inspiration they need to excel in the digital content economy. Today, we also spoke to youth about adopting a saving culture early and exploring diverse opportunities in tech and digital spaces,” said Fawzia Ali, Chief Consumer Business Officer, Safaricom.

The masterclass series will continue touring universities across Kenya, offering students digital skills and products such as Ziidi Invest and Save, which are designed to support their everyday hustle and foster financial discipline.

In addition, Safaricom and Sprite launched the Hook’d on Fresh User Generated Content (UGC) Challenge, a nationwide competition inviting young people to showcase their creativity through short-form videos.

Participants are encouraged to present their “fresh” take on music, sports, fashion, and comedy on TikTok and Instagram, using hashtags #HookdonFresh and #SafaricomHook, tagging Sprite Kenya and Safaricom Hook for a chance to win cash prizes.

The challenge features 403 winners across nine levels, with prizes ranging from KES 3,000 to KES 20,000, alongside smartphones and data bundles. Winners are selected monthly.

By combining mentorship, digital skill development, and financial literacy, the Hook’d on Fresh Masterclass Series empowers young Kenyans to not only create but also manage their earnings, innovate, and succeed in the digital economy.