Telecommunication service provider, Vodafone Ghana has launched a new youth lifestyle platform named ‘Vodafone X’.

It is to encourage self-expression among the Ghanaian youth and connect them to topics and issues that matter to them most such as music, fashion, health, entertainment among others.

The initiative, which is targeted at young people between the ages of 15 - 24, will be driven by social media engagements, competitions and mentorship workshops.

According to the telecommunications giant, youth investment is a key component of its commitment, because it believes in empowering the youth to achieve their fullest potential.

The Chief Marketing Officer (CMO) of Vodafone Ghana, Agnes Emefa Essah explained: “Prior to developing Vodafone X, we spoke to thousands of Ghanaian youth aged between 15 - 24 years across the country.

It was through this research that we realised the youth wanted more than a product or a service; they needed a platform that speaks their language, offers them the opportunity to express themselves.

“That’s why we are launching Vodafone X - a movement that will speak their language, and engage them based on their values, lifestyles and media usage and subsequently through products and services that suit their needs and lifestyle.”

The CMO further stated that 60 percent of the country’s population are under 24 years, while 18 percent are between 15 - 24 years. “This provides the company with an opportunity to introduce products to meet their needs,” she added.

Leading up to the launch of Vodafone X launch, Vodafone engaged the youth in a teaser campaign via a hashtag #letsnotpretend to inspire and give them the opportunity to be original and express themselves.

The hashtag trended for weeks on twitter as the youth easily connected with the phrase to express their thought on topics that matter to them most.

Over the years, Vodafone has introduced youth empowering initiatives that have improved lives through innovative and socially impactful programmes.

These include Icons, where aspiring musicians are groomed and nurtured to become stars; and the DoMore campaign, which supported the ambitions of Ghanaian youth by funding their projects.