Yard and SpeakUpAfrica Promote Hygiene and Social Distancing in Africa Through Pop Culture and Influencers

Yard, part of the Sid Lee Paris collective, created this for NGO SpeakUpAfrica to educate African youth on social distancing gestures. 

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.

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. 

See their posts here: 

Thomas Ngijol, Omar Sy, Kalash 972 , Allan Saint-Maximin, Mokobé , Petit Mayombo, Zepeck , Tongoro, Sekou Doumbouya, Frank Ntilikina , and Samuel Moutoussamy.

The campaign, which began at the end of April, will continue through the foreseeable future. SpeakUpAfrica 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