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101 Summer Experiences
Client: TAM
Sector:
Duration: 1 month
Industry: Education
Overview
Challenge
To strengthen and extend Saudi youth work experience and the understanding of real-world adult life with summer jobs.
Outcome
The development of work and sector knowledge, tips, and techniques among 645 youths across multiple industries.
Impact
The tens of thousands of website visits and applications prove there is a mass desire for self-improvement among youth. The program introduced and reinforced the importance of summer education among young people in Saudi Arabia — increasing awareness and leaving an impression through the use of entertainment in education.
Context
As the global labor force expands, job-entry requirements become more demanding and opportunities scarcer. Summer jobs were invented to start gaining experience at an early age — instilling positive traits such as responsibility, frugality, independence, and communication skills, which in turn can also decrease violence and overall delinquent behavior.
Saudi Arabia defines youth as those aged between 15 and 34, making up 36.7% of the total population. In 2019, that age group made up 47% (approximately 1.5 million people) of the country's workforce — yet higher schoolers and fresh college students (ages 15–19) comprised a mere 6.2% of that workforce.
While the Kingdom saw a positive impact on the labor market between 2015 and 2019 — with participation rates increasing 4.4% and unemployment dropping 11.5% — the number of working teens remains miniscule. Since youth make up the majority of the population, empowering them would result in long-term positive effects, aiding Saudi Arabia in realizing its Vision 2030 economic reforms and transformation objectives.
TAM's Approach
TAM identified a gap in summer activities for Saudi youth — one that, if filled, could benefit students in easing their future school-to-work transitions. In 2020, TAM launched "101 Summer Experiences" — a multi-course initiative that could aid students in finding future career interests, or simply provide a meaningful summer activity to learn and grow from.
Identity & Platform Design
TAM developed the initiative's full identity from scratch — naming the program, designing the logo, course icons, and the website through which interested parties would apply.
Course Selection & Instructors
Nine expert instructors were chosen across a diverse range of topics — from the basics of coffee making and pastry baking, to content creation, TV presenting, and filmmaking. Courses were conducted both online and offline based on instructor preferences, with attendance ranging from 3 to unlimited participants depending on the format.
Launch & Community Outreach
TAM set up a dedicated Twitter account and began regular posting of updates and engaging content. Trainers retweeted posts and uploaded their own promotional videos — resulting in approximately 60,000 views and 45,000 website visits. The website provided all course details including topics covered, expected gains, and scheduling information.
Application Filtration & Delivery
Submitted applications were filtered based on criteria set by both TAM and the instructors. The result was the participation of 645 youths across all programs — with the most popular courses being content creation, 3D printing, and visual arts (theater, filmmaking, and television presentation). Students' diverse backgrounds and ages created a highly interactive and enjoyable educational environment.
"Today I started a very beautiful experience in theatrical and television presentation skills with the elegant and creative teacher Yasir Alsaggaf. A beautiful experience and a more beautiful benefit. All thanks to the 101 Summer Experiences team."
— Mohammed Al-suhaieb, Summer Experiences participant
What We Delivered
- Full program identity — name, logo, course icons, and a dedicated application website.
- Recruitment and coordination of 9 expert instructors across diverse professional fields.
- A dedicated Twitter account with regular content driving 60,000+ views.
- 45,000+ website visits providing full course information and registration.
- An application filtration system matching students to courses based on set criteria.
- 645 youth participants trained across online and offline sessions in multiple career-relevant disciplines.
Impact at a Glance
645
youth participants trained across all courses
9
expert instructors across diverse professional fields
60,000+
views generated through Twitter and instructor promotions
45,000+
website visits during the application period
36.7%
of Saudi Arabia's total population are youth aged 15–34
47%
of the Saudi workforce was youth-aged in 2019
4.4%
increase in labor market participation rate 2015–2019
11.5%
drop in youth unemployment rate 2015–2019
Lasting Value Created
101 Summer Experiences filled a genuine gap in Saudi youth education — making the summer productive, enriching, and career-defining for 645 young people. By blending entertainment with education and connecting youth with real professionals in their fields, TAM helped plant early seeds of career awareness, responsibility, and self-confidence. As the program continues to grow, more young Saudis will be able to discover their future career callings — contributing to Vision 2030's long-term goal of an empowered, skilled, and economically active youth population.