The idea for a communications outfit that would be at the forefront for youth media, marketing, youth resource and youth development came to the three founders in 2004. By 2005, the organisation has been registered, fully becoming a Limited Liability Company, with registered trademarks in 2006.
The founders were at that time all below the age of 20. Two of them were producers and presenters of a popular youth talk show on national television (Nigeria Television Authority), Youth Talk, whilst the third member was Producer of Nigeria’s most popular talk show at the time, New Dawn with Funmi Iyanda (NTA Network and DSTV) as well as a columnist with Thisday Newspaper – the column, Sons & Daughters, sought to close the unhealthy social divide amongst Nigeria’s youth.
They formed RedSTRAT because they looked round the country and were fed up with a media that focused on young people involved in internet fraud, waiting at the embassies to leave the country, fighting in the Niger Delta and so on. In their work in the media, they had come across thousands of young Nigerians who were positive role models and were adding value to the society – they decided it was their duty to present this critical majority of young people to the nation, to change the narrative of young Nigerians and to inspire their generation at the same time.
Their chosen method of achieving this was to take charge of the mainstream media to send out these positive messages and images of and to young Nigerians, and decided to would target young people between the ages of 16 and 35, with various projects that target groups and sectors of young people within that age bracket. This strategy has been overwhelmingly successful.
With time, because of the critical and practical experience engaging with young Nigerians, companies and brands targeting young people have found that RedSTRAT is an effective agency to help communicate with the youth market across the country, making it presently the country’s leading youth resource, youth media and youth marketing company.
Its continued success eventually attracted a wide range of clients and accounts beyond the youth market, and since its founders/directors also worked on other markets/demographics and had garnered impressive skill and experience, they soon began to pitch and work for brands beyond the youth market, eventually transmuting into a full-service public communication outfit, providing solutions for a wide range of activities, making it very attractive to brands and the public.
It is, at the present, one of the rare breed of communications companies that are able to comfortably sit astride the development industry as well as have crucial insight into the youth market. RedSTRAT is indeed poised for maximum upwards expansion.
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