Safaricom Plc, through its youth platform Safaricom Hook, has partnered with The Coca-Cola Company’s Sprite brand to host a Hook’d on Fresh Masterclass Series session at the University of Eldoret, with the companies saying the programme trained more than 300 youths on content creation, monetisation and financial literacy.

In a press release dated March 20, 2026, Safaricom (NSE: SCOM) said the Eldoret session followed an earlier stop at Jomo Kenyatta University of Agriculture and Technology (JKUAT) last week, which it said marked the first event in the series. The company said the university tour is intended to build digital skills among young Kenyans and expose students to opportunities in the technology and digital economy.

The Eldoret training featured what Safaricom described as industry mentors, including musician Collo Blue and dance creator Tileh Pacbro, who the company said shared practical insights with participants.

Student participants linked the training to broader use of digital platforms in academics. “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, according to the statement.

Safaricom said the programme also included messaging on savings and financial habits. “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.

Beyond the campus sessions, the companies have launched a Hook’d on Fresh user-generated content (UGC) challenge that Safaricom said will run nationwide and be hosted on TikTok and Instagram. The statement said participants will post short-form videos across music, sports, fashion and comedy using the hashtags #Hook’donfresh and #SafaricomHook, while tagging Sprite Kenya and the Safaricom Hook page.

Safaricom said the competition will use a tiered rewards system, with 403 digital creators expected to win across nine levels. Cash prizes range from KES 3,000 to KES 20,000, alongside non-cash rewards including smartphones and data bundles, with monthly winner selection, according to the press release.

The initiative lands as Kenyan telcos and consumer brands increasingly use creator-led training and competitions to capture youth attention and drive usage of digital platforms, including content and fintech services. Safaricom’s focus on financial literacy and savings tools alongside creator training reflects a broader market push to deepen engagement among younger customers as digital income opportunities and mobile-first financial services expand.

Safaricom said the Hook’d on Fresh Masterclass Series will continue touring universities across the country, and that the sessions will include exposure to products such as Ziidi Invest and Save. The company did not provide a full tour schedule or the total budget for the programme, but indicated the UGC challenge will award prizes monthly as the campus activations continue.