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Making Africa a better place for its own people and for the future generations
Symbols of Africa and they represent the African spirit of working hard, keeping their dignity up high, and put their hands together in order to build for Africa a future
Promote the Brima micro-credit programme in Senegal, a co-operative credit society founded by the Senegalese singer Youssou N’Dour
The slogan of the campaign was developed by Fabrica.
The campaign is talking to talented African entrepreneurs who are seeking financial support to develop their small businesses
a video clip of the song
a TV cartoon
Africa Works campaign will be on stage in Youssou N’Dour’s tour concerts.
Outdoor advertising
series of projects and events such as:
special supplement distributed with Colors 73
song recorded by Youssou N’Dour
a Benetton website
They key symbols in the campaign
New symbols are easily developed, and old ones quickly disappear
This is why symbols are shown in the outer, most superficial layer in the concept of culture as an onion
Currently, we cannot speak of these everyday people as symbols of Africa
given a chance to build up a small business with whatever talent they got
BECAUSE
The man who brought Senegalese music to the world
Music
Jazz
Worked with
Peter Gabriel
Sting
Awards
Grammy (2005)
increased aid to Africa
Fight against AIDS
Fabrica’s challenge
but transmit “industrial culture” and the company’s “intelligence” through
Celebrity
MICROBES
OIL
METAL
ORGANIC TRACES
CELLULOSE
symbols of Africa and they represent the African spirit of working hard, keeping their dignity up high, and put their hands together in order to build for Africa a future