ICCB Reaches Nearly One Million Young Workers

Why this is here: The Instituto Coca-Cola Brasil attributes its growth to a methodology—developed with MJV Technology & Innovation—that uses four "canvases" and diagnostic cards to help organizations scale their impact.

Daniela Redondo, executive director of the Instituto Coca-Cola Brasil, reports her organization has trained 861,000 young people for the job market. Founded in 1999, the ICCB now operates in 4,347 municipalities across Brazil. They focus on skills training—like resume writing and interview techniques—for individuals aged 16 to 29 from low-income backgrounds, achieving a 64% rate of productive employment within six months.

The institute initially connected young people with job opportunities at Coca-Cola’s over one million points of sale. They now use WhatsApp, a web platform, and a mobile app to deliver “nano learning” – short videos – reaching 59% of Brazilian cities. The ICCB also partners with the third sector and supports public policies aimed at productive inclusion.

Redondo emphasizes the importance of intangible qualities, noting that artificial intelligence lacks the “spark in the eyes” that young people bring to the workplace. The ICCB is sharing its scaling methodology, called EGG, with other organizations at the Impacta Mais forum. The work continues as they seek further funding and collaboration to expand their reach.