YouTube shines a spotlight on Africa’s diversity with new campaign

Onome Amuge

YouTube has unveiled a new social campaign called “The Voices of Africa” to coincide with the festive season, when many Africans return to their hometowns from the cities in which they live. The campaign, which is being done in partnership with a group of African creators, seeks to highlight and celebrate the diverse cultural heritage of the continent.

As part of the campaign, YouTube invited creators from across sub-Saharan Africa to share their unique cultural heritage stories on their channels. The creators took on the challenge of exploring and sharing their cultural heritage through stories about their local traditions and practices, conversations with friends and family, and interactions with people in their communities. These stories were then shared not only on the creators’ individual channels, but also on the Google Africa Channel on YouTube. Through this campaign, YouTube aims to create a platform for African creators to tell their own stories and share their unique perspectives on the world.

Twala Ngambi,strategic partner manager at YouTube,remarked that the online video sharing and social media have always prioritised and recognised the diverse cultures, creators, artists and content on the platform. According to Ngambi, the Voices of Africa campaign is an opportunity that allows YouTube to spotlight the uniqueness of Africa’s cultural heritage through the different voices and experiences of creators across the continent.

“We’ve encouraged the creators to be as creative as possible, giving them the freedom to craft their heritage stories in a way that will best relate to their audiences as well as showcase their authenticity. Whether it’s taking us into their family homes, the primary school they attended, or sharing a personal family recipe with us, we believe that each story will educate, entertain and inspire audiences,”  Ngambi said.

One of the creators participating in the campaign is Seithati Letsipa from South Africa, who used her video to explain the cultural practice of Pabadimo, a thanksgiving ceremony in her culture. Susan Wahome from Kenya shared a video revealing the secrets behind great African food, while Nigerian creator Stylebereme took her followers on a journey, exploring her passion for African wax prints.

In addition to Letsipa, Wahome, and Stylebereme, other creators have also participated in the campaign. Wongel Zelalem shared a deep dive into her Ethiopian heritage, while Nigerian storyteller Steven Ndukwu took viewers on a journey to Kano, exploring the martial art of Dambe, a traditional combat sport of the Hausa people in West Africa. Kenyan creator Kate Kendy shared a look into her history, heritage, and the countryside.

Banele Ndaba, a South African creator, took viewers on a journey through his childhood and upbringing, sharing stories about where he grew up, his schooling, and conversations with his family. Reggie Mohlabi, another South African creator, also released a video in which he shared a detailed look at his background with his audience.

The “Voices of Africa” campaign was designed to showcase the unique stories and voices of the continent to a global audience. Through the campaign, YouTube hopes to highlight the diversity of Africa, and to encourage a better understanding of the cultures and people of the continent.