Dance for Change

United Nations IFAD

May 2019

Creative Direction
Digital Design
Digital Strategy
Front-end Development
Social Engagement
Video-Motion

Visit ourfutureishere.org

The Our future is here campaign for IFAD culminated with the #DanceforChange Challenge in partnership with TikTok and afrobeats superstar Mr. Eazi. It attracted a global audience of millions and inspired tens of thousands of young people to create their own dance videos as a virtual petition calling for more investment in rural youth.

Freedom

We approached rising afro-pop superstars Mr Eazi, GuiltyBeatz and J Derobie and they kindly composed and performed the original song Freedom for the campaign.

A music video was shot in Cameroon, featuring world-renowned choreographer Sherrie Silver visiting IFAD-supported projects led by young agri-preneurs.

I led brainstorming sessions which resulted in a partnership with the popular video-sharing mobile-app TikTok. The campaign culminated in millions of views and significant exposure.

Media coverage

The campaign garnered significant coverage in the global news media, including Thomson Reuters and a special feature in the Guardian.

#DanceforChange became the most successful advocacy campaign IFAD has ever had, earning massive exposure for the historically low-profile UN agency.

We know agriculture is an incredibly powerful tool for ending extreme poverty in Africa. But can farming be cool?

One of the world’s hottest choreographers has an answer for that. #DanceforChange https://t.co/FZPrZwsdxC
— Gates Foundation (@gatesfoundation) June 5, 2019

Make your moves matter! Join @IFAD's #danceforchange challenge to help empower rural youth, alongside @MrEazi and @SherrieSilver. Here's how: https://t.co/5YvHjwQEfP pic.twitter.com/Xix0srl0k5
— United Nations (@UN) June 2, 2019

Choreographer @SherrieSilver's latest project #DanceforChange features her dancing on a farm with young Cameroonians in a bid to help end poverty and hunger l #Climate #Food @ifad https://t.co/QaG78Oh107
— Thomson Reuters Foundation News (@TRF_Stories) May 29, 2019

Farming is a business and there is an opportunity for youth to make money and build a better future.

Thanks @mreazi @sherriesilver @guiltybeatz @jderobie @incrediblezigi for visiting an #IFAD & @DFID_UK funded project and show the 🌍 the need to #investinyouth #OurFutureisHere pic.twitter.com/4s1GUUqvnH
— International Fund for Agricultural Development (@IFAD) September 5, 2019

Dance for Change

United Nations IFAD

Freedom

Media coverage

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