Our finalists stepped into the world of professional media and digital storytelling recently as part of their participation in the ABP Angus Youth Challenge. The Challenge is an annual competition funded by ABP in partnership with Certified Irish Angus to nurture the next generation of agricultural advocates and helping young people share their experience of farming and food production with wider audiences.
The training day was designed to help them become confident ambassadors for the agricultural industry. The event was hosted at the Cool FM/Downtown Radio new studios in City Quays Belfast.
The students, who are all finalists in the 2026 ABP Angus Youth Challenge, were given the knowledge and confidence to communicate the purpose and value of the research projects they are undertaking, while understanding how online media can be used effectively to reach wider audiences and increase awareness of sustainable agriculture and food production.
Throughout the day, they took part in interactive workshops led by experienced media professionals from Cool FM/Downtown Radio. Guest speakers, Cool FM presenters Paulo Ross and Melissa Riddell shared insights into how social media platforms work and how as content creators they have managed to successfully build large followings on social media.
Keith Law, Head of Creative at Bauer Media NI, delivered a practical creative session focused on identifying target audiences, developing clear messages and building confidence in script writing and delivery.
As part of the hands-on element of the training, students worked in teams to create and record 30-second adverts, gaining first-hand experience in digital storytelling and media production.
The session also included guidance on staying safe online and using social media responsibly, ensuring students understand the importance of maintaining a positive and professional presence when representing their schools, projects and the agricultural sector.
ABP, together with Certified Irish Angus, invest in the ABP Angus Youth Challenge to provide young people from Northern Ireland with opportunities to develop practical skills beyond the classroom. It offers hands-on experience of rearing Angus beef cattle through to finishing along with the opportunity to gain soft skills needed to succeed in the workplace.
