Infotainment Factree helping Gen Z to explore full potential

The world we live in is all about Generation Z (persons with mid-to-late 1990s as starting birth years and the early 2010s as ending birth years) who dominates it. They are the leaders of tomorrow. Also known as zoomers, the generation is increasingly worthy of attention and they are special with certain characteristics. They have been exposed to the internet, to social networks, and to mobile systems and want to be spoken in their own language. Infotainment Factree, a Qatar-based initiative is looking to emerge as the platform to connect Generation Z across curriculum and communities. This is achieved by organising an array of literary activities covering all communities across Qatar.“Generation Z is true digital natives and competitive. They want to become winners and to be heard with strong opinions. Our attempt is to draw them through online means rather than going for the old-school methods while making use of edgy and visual marketing tactics. We deliver information in multiple ways while targeting zoomers through storytelling, explainer videos and other forms of visualisation,” says Shafqat Nabi, Infotainment Factree project lead.What makes Infotainment Factree special is that it focuses on infotainment that integrates both entertainment and information. Also, it covers all communities while reaching into educational institutions through competitions including quiz, debate, extempore, speech, essay, dumb charades, collage-making, painting and sketching. “Infotainment Factree aims to bring these activities under a single umbrella of Young SPARKS Literary Festival for schools and other educational institutes. Given the multicultural nature of Qatar, there is a great potential to organise such quality events on a large scale,” says Aisha Jamal, Wizard of Light bulb Moments, managing tie ups and sponsorships.Infotainment Factree focuses on four Rs which are Read, Art, Reason and Recreation. Also, it tempts the beneficiaries to rekindle the reading habit and to work on the writing and the debating skills in order to make them more socially engaged and provide them reasons and motivations to have lesser tractions towards social media. Also, it improves communication, imparts knowledge and aids better sleep while helping them become mentally peaceful and build personality. “It’s all about creating tomorrow’s leaders while creating a culture through activities and workshops. We bring together all stakeholders including students, schools, parents, skill development centres, media and corporates,” Shafqat said.Apart from the Young Sparks Literary Festival, Infotainment Factree holds corporate sponsored competitions including speech contests, The Gift Of The Gab, for students from schools across curriculum pan-Qatar. Shafqat said the competitions are held under the supervision of a panel of international judges across communities and space. Also, Infotainment Factree has plans to set up Young Sparks Clubs with members across different schools and branches at each school. Quarterly events including talk shows, workshops, educational fairs and personality development sessions will be held. There is a plan in the making to set up community libraries with the partnership of various stakeholders. “The Gift Of The Gab, an online speech contest organised last month, was the first of all live events by Infotainment Factree. By the time this event was conceptualised, all schools had already closed. Though many found the time inappropriate, we took it as an opportunity. We reached out using the power of social media and got 48 entries across communities and curriculum. Students were able to participate with equal ease in the safety and comfort of there home,” Shafqat added.