Yard and SpeakUpAfrica Promote Hygiene and Social Distancing in Africa Through Pop Culture and Influencers
As Coronavirus makes its way around the world, most of us have already been faced with the pandemic and the stringent measures we all need to adopt to protect ourselves and others. But while the media reports on statistics in Europe, North America and Asia, and as we start to come out of lockdown, Africa has seen a steep rise in cases, with 100,000 confirmed cases of the virus, which has now spread to every country on the continent. (source: Reuters).
In Africa, many of the measures we’ve put into place, like quarantines and social distancing, are more difficult to implement, which is why non-profit SpeakUpAfrica, in collaboration with media group and creative agency Yard, helped create a campaign to develop awareness of the critical actions that need to be taken. Working with artists, singers and athletes, they developed a series of vibrant “Cool Notices” graphic illustrations for the well-known personalities to post online in order to reach an important community of their followers, African youth.
Using their network, Yard reached out to actors like Omar Sy, athletes such as Knicks player Frank Ntilikina, fashion brands like Daily Paper and made in Africa shop Tongoro, and singers like French rapper Kalash 972, to create personalized illustrations featuring their likeness and messages that play off their lyrics and catchphrases. The goal is to focus on youth, who make up 70% of the continent’s population, and who are often exposed to fake news or rumors. Furthermore, on a continent where resources are much scarcer than other areas in the world - fewer doctors, hospital beds and medical supplies and lack of access to water – slowing the virus’s spread is vital and raising awareness is urgent.
The campaign, which began at the end of April, will continue through the foreseeable future. SpeakUpAfrica (https://www.speakupafrica.org) champions action that reforms public health and sustainable development across the continent and have created a dedicated website to the cause: https://staysafeafrica.org.
Credits YARD :
Yoan Prat, Co-founder
Güllit Baku, Creative lead
Ugo Bortolotto, Junior AD
Antoine Mougenot, Junior AD
Maati Malki, Junior Copywriter
Cédric Leparmentier, Senior account manager
Jayde Mageot, Junior Account Manager
Ibrahima Gaye, Junior Account Manager
Lenny Sorbe, Journalist