Empowering Johannesburg’s Youth Through Urban Renewal: How ITFFA and Jozi My Jozi Are Paving the Way for Job Creation and Positive Storytelling Ahead of the G20 Summit
Johannesburg, South Africa – April 25, 2025 – With the G20 Summit just around the corner, Johannesburg is gearing up to showcase its remarkable transformation to the world. A powerful collaboration is underway between the International Tourism Film Festival Africa (ITFFA) and Jozi My Jozi, a grassroots movement committed to rejuvenating Johannesburg’s inner city. This initiative, aimed at empowering the city’s youth and telling the story of urban renewal, is also supported by a collective of influential leaders and change-makers from across South Africa’s creative and business sectors. Christine Norton from Premium Brands, Nikon SA, Nicholas Doble, and Matthew Maclennan from Panavision & Panalux have joined forces to help bring this vision to life.

A Partnership Rooted in Urban Renewal and Youth Empowerment
Jozi My Jozi has been a cornerstone of Johannesburg’s urban renewal eff orts, focusing on revitalizing areas like Maboneng and Hillbrow. Their work has breathed new life into these communities, transforming them into vibrant hubs for culture, business, and tourism. As part of this collaboration with ITFFA, local youth will be given the tools and training to capture their city’s transformation through film. Through the Youth Creative Skills Centre (YCSC), young
Filmmakers will learn valuable skills in storytelling, cinematography, and editing, with the chance to produce content that showcases their own communities.

“Johannesburg is rich in creativity and cultural diversity, there are so many stories waiting to be told,” said Dawn Robertson from Jozi My Jozi. “In the wake of the G20 Summit, now is the perfect time to take advantage of this wonderful opportunity. By giving our youth a platform to share these stories, we are also ensuring that the world sees Johannesburg in a new light—one that reflects the true spirit and resilience of its people.”

Creating a Global Narrative: Johannesburg’s Story on the World Stage
The upcoming G20 Summit provides a rare opportunity to shine a global spotlight on Johannesburg and South Africa’s role in shaping the future of global trade, tourism, and investment. Through this partnership, ITFFA and Jozi My Jozi aim to empower local youth to document and share Johannesburg’s urban renewal from their perspective. By involving young creatives in this process, the collaboration ensures that the city’s transformation is captured authentically, from the ground up.

Vibrant areas like Maboneng are key examples of Johannesburg’s dynamic resurgence, and the initiative will showcase how urban regeneration drives tourism, cultural exchange, and economic growth. Content created by the youth will be shared with G20 delegates and visitors, presenting a positive and powerful image of Johannesburg’s future.

Collaboration with Visionaries: Leaders and Change-Makers Driving the Initiative
This initiative is a testament to the power of collaboration. It brings together a diverse group of leaders and changemakers who are committed to the city’s future. Christine Norton from Premium Brands, Nikon SA, Nicholas Doble, and Matthew Maclennan from Panavision & Panalux are working hand-in-hand to support the youth involved in this project, ensuring that they have access to the best tools and resources available.

“At Nikon, we believe in the power of visual storytelling to inspire and educate,” said a spokesperson for Nikon SA. “Through our collaboration with ITFFA and Jozi My Jozi, we’re proud to provide the next generation of filmmakers with the equipment and training they need to tell their stories and showcase the positive changes happening in Johannesburg.”

Matthew Maclennan from Panavision & Panalux added, “This is more than just an investment in fi lm equipment—it’s about investing in the future of our industry and in the youth who will shape it. We’re excited to be part of a project that highlights Johannesburg’s incredible transformation and the stories of those driving it forward.”

The Economic and Social Impact of Urban Renewal
The positive impacts of Johannesburg’s urban renewal extend far beyond just the aesthetic improvements of its neighborhoods. These eff orts create jobs, boost tourism, and stimulate local businesses, while also providing young South Africans with meaningful opportunities in the creative industries. As part of this initiative, ITFFA and Jozi My Jozi are helping bridge the gap between the city’s youth and the broader film industry, offering a chance to gain industry-specific skills and contribute to the city’s revitalization.

With youth unemployment remaining a significant challenge in South Africa, initiatives like this one are vital in providing pathways to sustainable employment for young people. By involving local youth in the storytelling process, the initiative not only showcases the positive transformation of Johannesburg but also ensures that the next generation of creatives is empowered to continue driving this change in the years to come.

A Vision for the Future
James Byrne, founder of ITFFA, underscored the importance of this collaboration: “By giving youth the opportunity to tell their own stories, we’re not only showcasing Johannesburg’s transformation but also empowering young South Africans to become agents of change in their communities. This initiative will create a lasting impact by providing skills, fostering pride in the city, and inspiring future generations to continue shaping the future of Johannesburg.”

As Johannesburg continues to evolve into a city that celebrates creativity, diversity, and opportunity, the partnership between ITFFA, Jozi My Jozi, and their visionary collaborators is paving the way for a brighter, more inclusive future. With the G20 Summit on the horizon, the world is about to discover a Johannesburg that is dynamic, resilient, and full of untold stories.