The youth and branding Africa
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The YOUTH andBRAND Africa
The YOUTH andBRAND Africa
G. Kofi Annan | twitter: @GKofiAnnan | Annansi Chronicles: http://www.annansi.com/blog
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Africa is DIVERSE
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A lot needs to CHANGE
Flickr: jo fleet
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But a lot HAS changed
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MoreCONNECTED
Flickr: intransit
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38% live in cities
Flickr: AdamCohn
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Growing MIDDLE CLASS
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World still has LIMITED
VIEWof Africa
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Africa needs a BETTER BRAND
vs
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HUMAN CAPITAL is important for economic and social growth
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Second BIGGESTyouth population by 2050
Source: UN Population Division, World Population Prospects: The 2008 Revision, (2009).
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15-24 yr olds = 20% of population
TODAY
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60% of population is under 25 yr. old
15-24 yr olds = 20% of population
TODAY
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Youth HELPED CHANGE South Africa
1976 Soweto Youth uprising startedin secondary schools
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BARRIERS to youth involvement
General education
Unemployment
No entry point to decision-
making processes
Governments operate with a
high degree of secrecy
Organizations prefer to deal
with established bodies
Youth stigmatized
as combatants, refugees etc.
Africans place high premium
on respect for elders
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Youth’s perspectivehas CHANGED
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Increasing EDUCATION rates
Flickr: US Army Africa
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Brandand
productAWARE
Flickr: Irene2005
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Rural / Urban / Overseas TRAVEL
Flickr: ditzy`girl_
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Born DIGITAL and CONNECTED
Flickr: frerieke
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Growing with GLOBAL MEDIA
Flickr: kigaliwire
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Youth are alreadyCHANGING AFRICA and its BRAND
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2000/2007 Senegal elections
2000/2007 Senegal Elections
Flickr: cfarivar; Nomadic Wax
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Using informal TOOLS to CONNECT and INFLUENCE
on Continent and AbroadFlickr: oneVillage Initiative_
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WHAT are they doingwith the tools?
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CREATING media content
Flickr: taquiman
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EDUCATING themselves
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Starting BUSINESSES
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SHARING locally and globally
Flickr: whiteafrican
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How can youth continue toAFFECT the Africa Brand?
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Shape belief systems
Raise quality standards
Build infrastructure
Increase intellectual capital
Build progressive businesses
Tell African stories
In-country Abroad
Act as ambassadors
Influence pro-African policy
Become media stories
Build connective businesses
Raise quality standards
Boost GDP
Increase intellectual capital
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THOUGHTS?
@GKofiAnnan
G. KOFI ANNAN