Studies show that the Generation Y, which is made up of young people ages 16 to 28 years, is less active in traditional social activities than previous generations. 80% of young people declare that they would like to “participate” in social change but only 12% of them are actually doing it. Capitalizing on his own experience, Calderon’s key idea is to deeply change the perception and actions of citizen commitment to society into something attractive and cool. To pioneer a fun and trendy approach to change-making and position citizen commitment as a “trendy” lifestyle, Calderon first organizes focus groups with young people and social organizations on a regular basis to understand and stay in touch with trends and expectations from both sides. His youth-led movement tries to transform social change into a desired lifestyle for Generation Y.
Through branding citizen engagement as cool he wants to create “euphoric” opportunities that engage individuals and groups previously resistant to youth programs. Designed and led by young people, the Euforia movement doesn’t hesitate to use messaging about change-making that is fun, positive and attractive, or multiplying the impact of existing communication channels most preferred by youth flyers, social networks, flashmobs, web buzz campaigns – raising young people’s attention by reaching out to them at least three times. Packaging trainings, peer-to-peer coaching, inspirational tools and online social networks, everything is good for empowering a network of youth ambassadors who embody the movement, create and run events, and recruit those youth who seem too passive to participate. Designed to make passive young people tap into their potential to make change, the Euforia gatherings are euphoric moments that allow participants to feel the joy and excitement when realizing they have the capacity to change the world. During his first three years, the network of 200 youth ambassadors have organized 30 workshops and impacted 1,500 young people.