Safaricom Hook in Partnership with Sprite Tours University of Eldoret for Hook'd on Fresh Masterclass Series

Nairobi, Kenya March 20, 2026, -Safaricom through its youth platform Safaricom Hook, in partnership with Coca-Cola Company's brand Sprite, yesterday toured University of Eldoret for Hook'd on Fresh Masterclass Series. The session witnessed more than 300 youth from the institution and its environs trained on content creation and monetization, and digital savvy, key skills and tools needed by the young people to succeed in the digital economy. The training featured industry mentors including musician Collo Blue and dance creator Tileh Pacbro who shared practical insights with the young creators. “I am happy that Safaricom and Sprite have brought this masterclass to our University today. I have learned that in addition to entertainment, platforms, like Safaricom Hook are also useful in studies and research, because of the affordable Internet bundles,” said Norman Kipkurgat, a second-year student at University of Eldoret. The Eldoret tour follows JKUAT's visit last week, which also marked the first Hook'd on Fresh Masterclass event organized by the two big brands to empower young Kenyans with digital skills and tools needed in the digital economy. “The Hook’d on Fresh campaign is a digital influencer hosted creator program designed to equip Kenyan creators with the skills, tools and inspiration they need to thrive in the digital content economy. Today, we've also have been speaking to the youth about the importance of adopting a saving culture early, educating them on the diverse opportunities in tech and digital space,” said Fawzia Ali, Chief Consumer Business Officer, Safaricom. Designed as a digital influencer-led experience, the Hook'd on Fresh Masterclass Series will be touring Universities across the country, empowering students not only with digital skills, but also providing them with tools and products like Ziidi Invest and Save, designed to support their everyday hustle. Alongside the Masterclasses, Safaricom and Sprite have rolled out the Hook'd on Fresh User Generated Content (UGC) challenge, a nationwide digital competition inviting Kenyan youth to showcase their creativity through short-form video content. Participants are encouraged to share their "fresh" take across moments in music, sports, fashion and comedy on TikTok and Instagram using hashtag #Hook’donfresh and #SafaricomHook, while tagging both Sprite Kenya and Safaricom Hook page and stand a chance to win cash prizes. The challenge features tiered reward system, with 403 digital creators set to win across nine levels. Cash prizes range from KES 3,000 to KES 20,000 alongside other prizes like smartphones and data bundles. Winners will be selected monthly. The Hook'd on Fresh Masterclass Series is a program that goes beyond content creation by combining skills development with financial literacy, positioning young people to better navigate opportunities in the digital economy.