A New Narrative for Africa: Celebrating Innovation and Entrepreneurship
The African continent and its people are often depicted through the lenses of conflict, poverty, and disease, reflecting the struggles faced by millions. However, in September, thanks to JCDecaux, the residents and tourists of Rome had the unique opportunity to experience an alternative narrative. This new narrative showcased highly competitive African entrepreneurs on a mission to change Africa’s future through innovative business ventures.
JCDecaux’s Groundbreaking Campaign in Rome
The campaign, generously supported by Jean-Sebastien Decaux, a member of the founding family of the JCDecaux advertising empire, featured prominent African entrepreneurs. JCDecaux, the world’s largest outdoor advertising company, boasts annual revenues exceeding $3 billion and a daily audience of over 800 million people in 80 countries. In Rome, the campaign spanned across four metro stations, 14 billboards, and 100 bus banners around the Vatican.
“I wanted to give visibility to the Alliance and to the Harambeans,” said Decaux. “I wanted these young entrepreneurs to feel proud of what they’re doing – young, black African entrepreneurs investing in their country, which is not something we’re used to seeing. I also wanted Africans living abroad to be proud of the innovators showcased on billboards and buses, so they can see the impact entrepreneurs can have in Africa and expand their sense of what is possible on the continent.”
The Impact on the Harambeans and the Public
The campaign coincided with the fifth biennial Harambeans Vatican Forum, and the Harambeans in attendance were overwhelmed to see the dignity of Africa and its people restored through the widespread advertising. The campaign highlighted the achievements of Harambeans in their home countries, encouraging others to ‘invest in Africa’s innovators.’ Okendo Lewis-Gayle, founder of Harambeans, described the experience as “a bit of a Harambean invasion of the Eternal City,” emphasizing how the campaign celebrated the entrepreneurs and provided an opportunity for the public to engage with them.
Photo: Left to Right, Anis Kallel H’19, Jean-Sébastien Decaux, Margaret Nyamumbo H’09
Jean-Sebastien Decaux’s Commitment to Africa
Jean-Sebastien Decaux’s involvement in Africa dates back to 2011, and over the years, he has gained a deep appreciation for the continent’s development and the needs of its people. He believes that JCDecaux, as a responsible company, has a role to play in enabling projects and entrepreneurs in Africa to thrive. “An entrepreneur is a believer who has faith in his product and the impact they can have on society. Harambeans, entrepreneurs for Africa, are fundamental right now, and I am honored to do what I can to elevate their status,” he said.
Spotlight on Two Prominent Harambeans
Two Harambeans featured in the campaign were Haweya Mohamed H’18 and Kwami Williams H’14, both of whom exemplify the diversity and innovation transforming Africa.
Haweya Mohamed H’18, a Somali native, co-founded Afrobytes to bridge the gap between foreign investors and African businesses. Focusing on Francophone Africa, Afrobytes now hosts Europe’s most influential tech event dedicated to the African tech industry. Based at Station F, the world’s largest start-up campus, the events attract major companies like Alibaba, Google, and Facebook.
Kwami Williams H’14, the founder of MoringaConnect, was also featured in the campaign. After observing the failure of a development project that left farmers with unused moringa trees, Kwami found a way to cold-press the seeds to extract oil. He developed a supply chain plan to ensure farmers in Ghana could benefit economically from their harvests. His innovation created a new market for moringa products, impacting over 3,000 farmers and fostering sustainable farming businesses.
Harambeans: A Guiding Light for Investors
JCDecaux’s vibrant portrayal of African entrepreneurs in Rome helped to reinforce why the Stanford Social Innovation Review recently described Harambe as the “guiding light” for investors eager to engage with Africa’s unpredictable and often opaque start-up scene. As Okendo Lewis-Gayle remarked, “It is our hope that, in partnership with magnanimous supporters like Jean-Sebastien, the Harambean guiding light will shine brightly on ever more African innovators, enabling and accelerating the growth of their bold dreams for Africa.”