International, London-based content company, The Moment, has completed the third and final instalment from the first year of Kenco’s inspiring and wonderfully unique “Coffee vs Gangs” project. Set in the raw, beating heart of Honduras, the scheme helps young people caught in the pull of dangerous gangs, and teaches them to build new lives through training and development in everything from coffee farming, to understanding the mechanics of setting up their own business. It’s been an incredibly successful scheme, which has given teenagers who would otherwise have had no choice but to spiral into a life of bloodshed and chaos, a chance at a life free from violence.
Farewell to Fear
Across 12 months, The Moment has been following a group of diverse teenage participants on their journeys from the favelas of Honduras to Kenco's coffee farm training facilities and beyond. This powerful series of documentary shorts has created regular, sustained engagement and discussion throughout the year amongst Kenco’s empty-nest audiences. The latest and final series of shorts were released this week, and celebrate the teenagers graduating from the programme and starting their own businesses. Kenco's continued investment, manifested in the achievements of the participants, has demonstrated strong audience engagement rates and a gradual market share gain over its nearest competitor.
Taking a Stand
Alex Moore, creative director at The Moment, said: "We knew that we were all embarking on a bold and ambitious project right from the start with Coffee vs Gangs. Kenco's plan to use their facilities and resources in Honduras to help make a genuine, positive difference to at-risk youths was a huge undertaking, yet our job at The Moment was to focus on the scheme at an almost micro level. Our role was to draw out the real human stories from our participants at the centre of the project. We had to contextualise the shocking realities of life in Honduras, understand their relationships with friends and family, and allow the real-life drama of their life-changing experiences in the scheme to gradually become the focus as the impact of their achievements became more and more apparent. I'm tremendously proud of the project and of our incredible production team that have delivered these films.”
All or Nothing
William Bennett, head of the brand team at Kenco, said: “Some of the countries where we source our coffee, such as Honduras, have serious issues with gang crime. With our expertise in coffee we decided that we wanted to make a difference by launching a pilot project taking young people, venerable and at risk from gang culture, and give them an opportunity to become coffee entrepreneurs and build a life away from gangs. We knew that setting up such a ground breaking project like coffee vs gangs would be a challenge from a multitude of different perspectives and we are delighted to have managed to deliver a successful scheme.
The Family Farm
Bennett added: The content captured has been immensely compelling and over the last year we have been incredibly proud and inspired by the participants and how they have developed. We hope all of our participants continue to progress into successful coffee entrepreneurs and build on their journeys so far. With the success of year one Kenco will soon be introducing 20 new participants to the scheme and supporting the recent graduates in setting up their new businesses.” The shorts were directed by Rosalind Bain and Richard Melton.
Scars of the Gangs