Case Study: International Youth Foundation elevates youth soft skills with Shape History

International Youth Foundation reaches 5.4M+ views with Shape History

The International Youth Foundation, in partnership with Microsoft, faced the challenge of shifting the narrative around life skills for young people. They needed to reframe skills like resilience and communication as future-proof assets essential for career success in an AI-driven world, moving them from being perceived as mere afterthoughts or boring subjects. To tackle this, they partnered with the vendor Shape History.

Shape History developed a creative platform titled "Exciting Lives Need Boring Skills," which was brought to life through a hero film and a series of short-form videos. The digital campaign, tailored for platforms like YouTube and Meta, used bold, youth-focused storytelling to dramatize how these skills are applied in various dream careers. The campaign achieved over 5.4 million views, with a hero video receiving 71,000 full completions. A specific ad in India achieved a 6.65% click-through rate on Meta, nearly eight times the platform average.

International Youth Foundation