Article of the week: Rebranding Africa
What is your image of Africa?
When I look around me at the coffee shop, I see pictures of children, women, grandparents in desperate need of help. When I turn on the news, I hear stories of war, of drought, of disease. When I talk to my friends and family I hear questions of “Is it safe?” “Why are you doing this again?” “You must be so brave.”
This is not bravery because the Africa I see depicted in Canada is not the Africa I know. It is not Malawi with its friendly quiet people and beautiful scenery. It is not Zambia with its wide stretches of land and bustling capital. It is not South Africa with its recent football craze, big highways and really good wine. It is not Kenya with its defiant and determined culture, its beading, its beaches, its markets. It is not Ghana with its spicy food, colorful dress, jazzy music and helpful, boisterous people.
Of course there are disasters, there is disease and there are wars. They are terrible, and no one feels it harder than the people of Africa. Because that image is portrayed upon Africans. It is an image they did not ask for, often did not deserve, but must fight in order to compete and excel in the rest of the world.
It’s time to rebrand Africa: http://findarticles.com/p/articles/mi_qa5327/is_358/ai_n42116626/?tag=content;col1
This picture is of a little girl; a lovely, talkative, smart Malawian girl called Akuzike. She will face many challenges in her life, certainly, but she also has many opportunities. Her smile is infectious. She loves to read. She has learned to speak English as well as her native Chichewa. She is stubborn, determined, independent. All of this at 2 years old! She loves school, fashion, shoes, books. She wants to be like her mother (who is equally as stubborn and independent.)
So when I think of Malawi, when I think of Africa, I think of her and all the changes she’s going to be able to create as she grows up.
What is your image of Africa now?





January 22nd, 2010 at 6:06 pm
Greetings!
africa is a land of diverse culture unlike any in the world. understanding their culture will give us an idea of where we could fit in to help.
children are the future of a nation.
best wishes,
jeremy ecle
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January 22nd, 2010 at 6:41 pm
This came up in my Google Alerts! How cool is that! Thank you for the post and the beautiful photo of Akyzike. This is something I am really focusing on leading up to my placement as a JF with a specific focus on what can I do pre, during and post departure to change the ‘brand’ of Africa as it is perceived in my community.
Any thoughts you had would be really appreciated.
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January 26th, 2010 at 6:19 pm
Belinda, a colleague and friend of mine made an interesting comment not long after I wrote this. She said:
“If people started to see the good side of Africa, maybe they would stop giving us aid and start investing!”
Amen!
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