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Senegal: Microfinance Online
Written by Tamara on August 8, 2008 – 10:52 am -
Description: A surprising number of people in the developing world still hide their money under a mattress at home. Accessible and developed banking systems are still in short supply and borrowing money at double digit monthly interests is prohibitive and discourages business. Microfinance is the bridge that empowers the underprivileged.
Birima provides microfinance loans to the people of Senegal. It supports emerging artists and musicians but it is open to all and in particular women and youths. Birima has been part of an innovative publicity campaign to raise finance and awareness.
Tools: media, video, YouTube, LastFM
How these tools are being used: Founder and Senegalese singer Youssou N’Dour, with the participation of singers Patti Smith, Simphiwe Dana, Irene Grandi and Francesco Renga re-arranged N’Dours Birima song (originally recorded in 2000). The single forms part of a global communications campaign run by Benetton’s communications research center, Fabrica.
As part of the Africa Works campaign the video clip of the song was posted on YouTube and LastFm. The campaign also includes a cartoon about micro-credit that was produced specifically for the Senegalese community and African TV Channels. A series of images was produced by photographer James Mollison displaying the progress of Birima’s loan recipients. The subjects include a fisherman, a decorator, a musician, a farmer, and a boxer and the images will displayed on billboards and ads. The campaign will be supported by press advertising, outdoor events and projects.
Tags: africa, Birima, LastFM, Meida, Microfinance, Senegal, Youssou N’Dour, youtube
Posted in Campaigns, Sub-Saharan Africa, Video |
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