Dance for Change

United Nations IFAD

May 2019

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


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.


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.