The youth and branding Africa

The YOUTH and BRAND 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

More CONNECTED Flickr: intransit

38% live in cities Flickr: AdamCohn

Growing MIDDLE CLASS

World still has LIMITED VIEW of Africa

Africa needs a BETTER BRAND vs

HUMAN CAPITAL is important for economic and social growth

Second BIGGEST youth population by 2050 Source: UN Population Division, World Population Prospects: The 2008 Revision , (2009).

15-24 yr olds = 20% of population TODAY

15-24 yr olds = 20% of population 60% of population is under 25 yr. old TODAY

Youth HELPED CHANGE South Africa 1976 Soweto Youth uprising started in 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 perspective has CHANGED

Increasing EDUCATION rates Flickr: US Army Africa

Brand and product AWARE Flickr: Irene2005

Rural / Urban / Overseas TRAVEL Flickr: ditzy`girl_

Born DIGITAL and CONNECTED Flickr: frerieke

Growing with GLOBAL MEDIA Flickr: kigaliwire

Youth are already CHANGING 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 Abroad Flickr: oneVillage Initiative_

WHAT are they doing
with the tools?

CREATING
media content
Flickr: taquiman

EDUCATING themselves

Starting BUSINESSES

SHARING locally and globally
Flickr: whiteafrican

How can youth continue to AFFECT 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

http://www.bombasticelement.org	482
http://annansi.com	478
http://www.debaird.net	167
http://www.threebillion.com	67
http://davespeaks.wordpress.com	53
http://bombasticelements.blogspot.com	36
http://prodstaging.sophiaapp.com	31
http://innovation.gkofiannan.com	31
http://hbaedcreative.tumblr.com	30
http://www.lovelyalan.com	24
http://devry-prodstaging.sophiaapp.com	21
http://paper.li	16
http://stagingschool.sophiaapp.com	14
http://www.theakatadiary.com	4
http://www.onlydoo.com	3
http://translate.googleusercontent.com	3
http://www.slideshare.net	3
http://www.google.com	2
http://1982.tumblr.com	2
http://a0.twimg.com	1
http://xyborg.tumblr.com	1
http://honyaku.yahoofs.jp	1
http://library.cust.edu.tw	1
http://www.blogger.com	1
http://webcache.googleusercontent.com	1

The youth and branding Africa

by G. Kofi Annan on Apr 21, 2010

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