Safaricom just stepped up big time for Kenyan creators. The phone company plans to pump more cash and resources toward helping young artists shine. Zizwe Awuor from their brand team announced this last Saturday when the Cannes Young Lions Kenya contest kicked off at EABL headquarters. She believes Kenya needs a stronger presence at world-class creative events.
Awuor knows firsthand how few Africans compete globally. She judged previous Cannes contests and saw only two entries from the entire continent. The problem stems from a lack of chances, not talent or creativity. African creators simply need more platforms to display their abilities. Safaricom wants to fix this gap.
The company admits it has backed away from supporting creative work recently. But that changes right here. Awuor promised major increases in creative backing going forward. She feels strongly that Kenyan talent matches or exceeds what other countries produce. The world just needs to see it properly.
Money helps, but Awuor hinted at something bigger brewing. She called for multiple companies to back creators long-term. She even joked about EABL staying involved, saying she hoped they would stick around but couldn't spend their money herself. The dedication shown by participants impressed her deeply, with many arriving before 8 am ready to work.
Awuor ended by wishing everyone good luck with their projects. Winners from this competition advance to international contests where they represent Kenya. Corporate interest, like what Safaricom shows, might unlock many doors for young Kenyans working in ads, marketing, and design fields. The backing creates real chances for talented folks to break through.
Awuor knows firsthand how few Africans compete globally. She judged previous Cannes contests and saw only two entries from the entire continent. The problem stems from a lack of chances, not talent or creativity. African creators simply need more platforms to display their abilities. Safaricom wants to fix this gap.
The company admits it has backed away from supporting creative work recently. But that changes right here. Awuor promised major increases in creative backing going forward. She feels strongly that Kenyan talent matches or exceeds what other countries produce. The world just needs to see it properly.
Money helps, but Awuor hinted at something bigger brewing. She called for multiple companies to back creators long-term. She even joked about EABL staying involved, saying she hoped they would stick around but couldn't spend their money herself. The dedication shown by participants impressed her deeply, with many arriving before 8 am ready to work.
Awuor ended by wishing everyone good luck with their projects. Winners from this competition advance to international contests where they represent Kenya. Corporate interest, like what Safaricom shows, might unlock many doors for young Kenyans working in ads, marketing, and design fields. The backing creates real chances for talented folks to break through.
