Improving prospects for productive employment will be key to achieving the twin goals of poverty reduction and shared prosperity in a sustainable manner. Youth employment and poverty reduction challenges are particularly daunting in Africa. On the one hand; strong demographic growth induces an increase in the number of poor households and in the number of youths in the working-age population. On the other hand; the modern wage sector is thin and over 85% of jobs are concentrated in informal occupations; including in self-employment; micro and small firms At the same time; the rapid growth of technology has changed the landscape of the workforce; and with employers worldwide (including in Africa) demanding a labor force that is increasingly digitally skilled. With an increasingly digitally enabled economy; policies to promote employment will need to improve skills; earnings and employability of young women and vulnerable youth; providing them with the competencies needed for future jobs. Technical and Vocational Education Training Centers (TVETs) play a critical role for youth in acquiring skills and knowledge to participate in the labor market; however; with digital transformations; technological progress; globalization; and climate change; TVETs need to be more demand-oriented and better accessible to pave the way for future-proof employment opportunities for Kenyan youth. This is particularly true for women and marginalized groups of the population who are looking to TVET for a viable career path after secondary education. Negative social norms frequently deter women from considering technical courses in male-dominated; higher-paying fields. Social and behavior change communications (SBCC) can play a significant role in reshaping the gender attitudes of young women and their communities; which often serve as crucial factors influencing educational choices. To engage with young people through Social and Behavior Change Communication (SBCC); social media has become an increasingly cost-effective medium. According to the 2022 Kenya Demographic and Health Survey; in urban areas; 68% of women (and 80% of men) have accessed the internet in the past 12 months; compared to 28% of women and 41% of men in rural areas. In this context; the World Bank Development Impact (DIME) department is conducting the research project “Promoting Demand for TVET Education in Kenya”. This research project will study the demands of a digitally enabled economy in Kenya including by providing the youth with opportunities to develop their vocational competencies in line with labor market demands; as well as conduct an impact evaluation of a SBCC campaign to promote demand for TVET courses in high-paying jobs. This research project is in collaboration with development partners (i.e.; KfW; AFD and EU) and the Government of Kenya (i.e.; Ministry of Education SD TVET). The research team; led by DIME; will conduct audience survey research to understand the social and economic constraints (objective 1) faced by women and marginalized groups to invest in human capital; and testing a demand-promotion social norms marketing campaign (objective 2) that encourages the enrollment and successful completion of TVET courses for women and marginalized groups.