The main objective of Instituto Coca-Cola Brasil is to guide and support young people living in needy communities throughout the country.

The Coletivo Jovem Program takes place within these communities in face-to-face classes during 2 months with a 32 workload.

Its main goal is to guide young people to their first job, providing an overview of existing opportunities in the local labor market and how they should act to achieve this.

This program consists on practical content, such as how to obtain the necessary documentation for the work, and on behavioral content such as posture and ethics.




Provide a relevant material to the young people, so they identify themself and perceive the existing job opportunities, first, in the local market and, also, education paths they can associate with their future and personal expectations.

The previous material was not suitable for the young public, resulting in low engagement, because it was not didactically aligned to their age group, education level and daily reality.




A new project has been developed, as the first activity in the Coletivo Jovem Program, with focus on life plan.

The premises of this development were the creation of a material with strategies aimed at affective objectives and the construction of a first estimative for the life plan of each student.

As the main goal of the program is the orientation to the first job, were used some corporate characteristics to the training material, without losing the adequacy to the public, aligned with the near future experiences of the students.

The project has used different strategies, to reach the proposed objectives:

  • Motivational teaser, contextualizing the program and showing the evolution of a young person.

  • Active learning with affective goals and presenting an overview of the opportunities that young people can have throughout their lives.

  • A game called Game of Life focused on valuing students' choices.

  • Interactive construction of each student's Personal Life Plan.

  • Exposure of real stories in video testimony of people who had the same conditions of current students and who were successful in various ways.





The identified results were:

  • Increasing in the awareness of young people about the possibility of a different life.

  • More attention and engagement of students in the activities during the initial module of the program.

  • Greater interaction with materials, especially in the Game of Life and in the exercise to build the Life Plan.

After the initial module development, content modules should maintain communicational identity and instructional and interactive strategies, so the results can even be better.