MARKETING
Marketing For A Unified Africa : Nurturing The Pan-African Narrative
By Kehinde Ruth Onasoga
In a world constantly in flux , where borders blur , and the digital realm bridges divides , the concept of Pan-Africanism gains fresh motivation . Pan-Africanism is not just an ideology ; it ' s a shared vision of a thriving Africa , one we hope we will see in our lifetime , an Africa bound by history , culture , and a common destiny . In the words of one of my favorite persons on this subject matter Professor PLO Lumumba , " Pan-Africanism is not an option ; it is an imperative . It is the collective heartbeat of a continent , pulsating with the rhythm of unity , resilience , and self-determination ."
As marketers within the continent , we have a unique role to play in amplifying this narrative , contributing not just to business growth but also to a collective vision of Africa ’ s progress . In this column , I share my thoughts on how we as marketers can weave the threads of Pan-Africanism into our marketing campaigns .
Celebrate Diversity with Cultural Sensitivity : Pan-Africanism is about embracing diversity while nurturing a sense of common identity . Marcus Garvey son of Dr . Julius Garvey once stated , " Our diversity is our strength ." With the rise of global streaming services such as Netflix and Amazon expanding their operations in Africa , marketers can further celebrate this strength by weaving our diverse culture into our campaigns . Through authentic storytelling , cultural events , or collaborations , there ’ s no better time than now to truly showcase the rich tapestry of Africa ' s heritage . Notable examples that I can recall include productions like " Jagun Jagun " and " Blood & Water ," which capture and celebrate African narratives on a global stage .
Support Sustainable Development : Pan- Africanism is not just about unity but also about progress . Dr . Akinwumi Adesina , President of the African Development Bank , reminds us that " the future of African economies is digital ." The time has come to truly identify in the strata of sustainable development which areas we truly belong and that which we will commit and adopt for the betterment of our continent and by extension ourselves . Aligning our marketing efforts with sustainable development goals such as climate finance and its relevance to our continent and the global economy . Emphasizing knowledge skills on how the upcoming generation can invest in green bonds , back eco-conscious startups , and even contribute to sustainable projects . So , we ' re not just fighting climate change ; we ' re turning it into an opportunity .
Cultivate Inclusivity and Representation : Ghanaian filmmaker Ava DuVernay has said , " When you create content for African audiences , don ' t look at it as niche . Look at it as global ." Rightfully so , in creating marketing campaigns , this should reflect this mindset , it is time to have a lot more marketing campaigns from the continent of Africa featured across global platforms . We frequently read case studies from other continents in renowned marketing and advertising publications . It is high time for African marketing campaigns to occupy similar space , championing diversity in creative teams and ensuring that all voices are heard .
Empowering Voices , Elevate Stories : Nelson “ Madiba ” Mandela ' s words ring true : " There can be no keener revelation of a society ' s soul than the way in which it treats its children ." To support Pan- Africanism , we must empower the voices of the African youth . Partnering with remarkable influencers can extend the reach of our campaigns , a poll carried out by Pulse Africa showed that the coming generation will pay more attention to information being passed across by an Influencer over those in government . To empower youth voices , it ' s essential to create content that resonates with them . Safaricom , Kenya ' s leading telecom company , did just that with its " Blaze " platform . Blaze catered specifically to young Kenyans , offering them a wealth of resources , mentorship , and opportunities . The platform ' s content featured stories of young Kenyans who have pursued their passions and succeeded , encouraging others to do the same . We can through targeted campaigns amplify the stories of young leaders , entrepreneurs , and innovators who are shaping the continent ' s future .
Foster Collaboration and Economic Integration : As businesses expand across borders , we can take a page from the African Continental Free Trade Area ( AfCFTA ) playbook . As marketers , we should embrace this change by actively seeking collaborations with brands and agencies across the continent , promoting economic integration and shared prosperity within Africa . As Dr . Vera Songwe , Executive Secretary of the United Nations Economic Commission for Africa , rightly stated " AfCFTA is a game-changer for Africa ."
Supporting Pan-Africanism through marketing isn ' t just a smart move ; it ' s the right thing to do as Africans seeking the growth of this continent . So , fellow marketers , let ' s ride this wave together , weaving Pan-Africanism into every campaign , strategy , and brand message . In doing so , we ' re not just boosting our businesses , but also adding our stitch to the grand tapestry of African unity and progress .
In the words of Kofi Annan , the OG Secretary-General of the United Nations , " Our destiny is shared , now more than ever . Let ' s face it together , and master it together ."
Kehinde Ruth Onasoga is the Principal Consultant , Pandora Agency Limited . You can commune with her on this or related matters via email at : Kro @ pandoraagency . co .
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