Made in Africa Foundation

My Future Africa

Ozwald Boateng’s Made in Africa Foundation approached us to build the narrative, call to action, and digital platforms for their ‘Our Future Made in Africa’ event, aimed at generating awareness and funds for the ambitious Africa50 fund.

Work Type

/ Narratives

Idea

Ozwald Boateng's Made In Africa Foundation’s belief was that “$400 million of funding for feasibility studies... would develop over $100 billion of infrastructure projects, which in turn would create a trillion dollars of value across Africa.” With the launch of the Africa50 fund to celebrate fifty years of the African Union, the foundation wanted to build the narrative, call to action, and digital platforms for an event, aimed at generating awareness and funds for the ambitious Africa50 fund.

Evidence

Working with the Foundation's team and recognising their enviable address book, we gathered that an enthusiasm for the continent's future had been stoked by the African Union's 50th. However, we were also able to note that there were only a few high-profile events to mark the occasion taking place on the continent. Tests and research showed us that target audiences and celebrity figures were highly receptive to a Marrakesh-based event celebrating Africa's achievements in fashion and music, and looking forward to possibilities in the new century.

What We Did

We worked with Made in Africa Foundation to build the mission, story and digital platforms for their 'Our Future Made in Africa' gala event, at the Taj Palace Hotel in Marrakech, Morocco. The key messages were manifested in the event's fashion show, curated by internationally-renowned designer and foundation co-founder Ozwald Boateng OBE, and through special performances from John Legend, Akon, Youssou N’Dour, and Yasiin Bey. The narrative and the night built up to the premier of the foundation's short film 'Our future Africa', which aimed to capture and raise excitement of Africa’s 21st century possibilities.

"There has never been a moment like this in the world before... Africa is a place of tremendous history and energy, and there is a great opportunity for people... to transform its future." -- Yasiin Bey, formerly Mos Def

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