The youth and branding Africa

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The youth and branding Africa

  1. The YOUTH and BRAND Africa G. Kofi Annan | twitter: @GKofiAnnan | Annansi Chronicles: http://www.annansi.com/blog
  2. Africa is DIVERSE
  3. A lot needs to CHANGE Flickr: jo fleet
  4. But a lot HAS changed
  5. More CONNECTED   Flickr: intransit
  6. 38% live in cities   Flickr: AdamCohn
  7. Growing MIDDLE CLASS
  8. World still has LIMITED VIEW of Africa
  9. Africa needs a BETTER BRAND   vs
  10. HUMAN CAPITAL is important for economic and social growth
  11. Second BIGGEST youth population by 2050 Source: UN Population Division, World Population Prospects: The 2008 Revision , (2009).
  12. 15-24 yr olds = 20% of population TODAY
  13. 15-24 yr olds = 20% of population 60% of population is under 25 yr. old TODAY
  14. Youth HELPED CHANGE South Africa 1976 Soweto Youth uprising started in secondary schools
  15. BARRIERS to youth involvement <ul><li>General education </li></ul><ul><li>Unemployment </li></ul><ul><li>No entry point to decision-making processes </li></ul><ul><li>Governments operate with a high degree of secrecy </li></ul><ul><li>Organizations prefer to deal with established bodies </li></ul><ul><li>Youth stigmatized as combatants, refugees etc. </li></ul><ul><li>Africans place high premium on respect for elders </li></ul>
  16. Youth’s perspective has CHANGED
  17. Increasing EDUCATION rates Flickr: US Army Africa
  18. Brand and product AWARE Flickr: Irene2005
  19. Rural / Urban / Overseas TRAVEL Flickr: ditzy`girl_
  20. Born DIGITAL and CONNECTED Flickr: frerieke
  21. Growing with GLOBAL MEDIA Flickr: kigaliwire
  22. Youth are already CHANGING AFRICA and its BRAND
  23. 2000/2007 Senegal elections 2000/2007 Senegal Elections Flickr: cfarivar; Nomadic Wax
  24. Using informal TOOLS to CONNECT and INFLUENCE on Continent and Abroad Flickr: oneVillage Initiative_
  25. <ul><li>WHAT are they doing </li></ul><ul><li>with the tools? </li></ul>
  26. <ul><li>CREATING </li></ul><ul><li>media content </li></ul>Flickr: taquiman
  27. <ul><li>EDUCATING themselves </li></ul>
  28. <ul><li>Starting BUSINESSES </li></ul>
  29. <ul><li>SHARING locally and globally </li></ul>Flickr: whiteafrican
  30. How can youth continue to AFFECT the Africa Brand?
  31. <ul><li>Shape belief systems </li></ul><ul><li>Raise quality standards </li></ul><ul><li>Build infrastructure </li></ul><ul><li>Increase intellectual capital </li></ul><ul><li>Build progressive businesses </li></ul><ul><li>Tell African stories </li></ul>In-country Abroad <ul><li>Act as ambassadors </li></ul><ul><li>Influence pro-African policy </li></ul><ul><li>Become media stories </li></ul><ul><li>Build connective businesses </li></ul><ul><li>Raise quality standards </li></ul><ul><li>Boost GDP </li></ul><ul><li>Increase intellectual capital </li></ul>
  32. THOUGHTS? @GKofiAnnan G. KOFI ANNAN

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