Duration: 3min 23sec
The Birima videoclip is part of the global campaign for the micro-credit programme in Senegal, a co-operative credit society founded by the Senegalese singer Youssou N’Dour.
Birima helps the people of Senegal start their own businesses and develop small enterprises. It supports emerging artists and musicians, too. It is open to all, particularly women and young people, and it lends both to individuals and groups. Birima works with its clients, giving them the support they need to achieve business success.
Stacy Smith who worked on the campaign says [ref.]:
Late in 2007, Benetton began documenting the progress of the loan recipients through the images of photographer James Mollison. Mollisonâ€™s photos spotlight a diverse group of entrepreneurs including a fisherman, a decorator, a musician, a farmer, and a boxer. In keeping with Benettonâ€™s commitment to social advocacy, the images are featured on billboards and print ads in the companyâ€™s new â€œAfrica Worksâ€ global communications campaign. Benettonâ€™s hope is that these everyday people will become tangible symbols of an Africa that uses the dignity of work to fight poverty and take back responsibility for creating its own future