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
Africa is DIVERSE
A lot needs to CHANGE
Flickr: jo fleet
But a lot HAS changed
MoreCONNECTED
Flickr: intransit
38% live in cities
Flickr: AdamCohn
Growing MIDDLE CLASS
World still has LIMITED
VIEWof Africa
Africa needs a BETTER BRAND
vs
HUMAN CAPITAL is important for economic and social growth
Second BIGGESTyouth population by 2050
Source: UN Population Division, World Population Prospects: The 2008 Revision, (2009).
15-24 yr olds = 20% of population
TODAY
60% of population is under 25 yr. old
15-24 yr olds = 20% of population
TODAY
Youth HELPED CHANGE South Africa
1976 Soweto Youth uprising startedin secondary schools
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
Youth’s perspectivehas CHANGED
Increasing EDUCATION rates
Flickr: US Army Africa
Brandand
productAWARE
Flickr: Irene2005
Rural / Urban / Overseas TRAVEL
Flickr: ditzy`girl_
Born DIGITAL and CONNECTED
Flickr: frerieke
Growing with GLOBAL MEDIA
Flickr: kigaliwire
Youth are alreadyCHANGING AFRICA and its BRAND
2000/2007 Senegal elections
2000/2007 Senegal Elections
Flickr: cfarivar; Nomadic Wax
Using informal TOOLS to CONNECT and INFLUENCE
on Continent and AbroadFlickr: oneVillage Initiative_
WHAT are they doingwith the tools?
CREATING media content
Flickr: taquiman
EDUCATING themselves
Starting BUSINESSES
SHARING locally and globally
Flickr: whiteafrican
How can youth continue toAFFECT the Africa Brand?
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
THOUGHTS?
@GKofiAnnan
G. KOFI ANNAN
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