AMREF

Africa beyond the stereotypes

AMREF

Africa beyond the stereotypes

A social media campaign that isn’t aimed at asking for donations, but portraying the true identity of a continent.

How? By taking a cliché and using it to demonstrate a larger truth.
The “lion and gazelle” from a famous African proverb will become ambassadors of the real Africa thanks to three local illustrators, a narrator from the continent and a prominent DJ in the international Afrofuturism scene, thereby launching a series of five illustrated stories that portray a journey to discover the real Africa, without the usual stereotypes.

Musa Omusi, Nancy Cherwon and Sinalo Ngcaba have transformed the surreal stories of the two animals from the proverb into images, overturning stereotypes and depicting the real Africa with just the right dose of irony.

The voice narrating it all is also African: Metuchela Fumumba Bala, a young Congolese artist. Linking Europe and Africa together is the soundtrack by DJ Khalab, an Italian musician who fuses electronica, traditional African sounds and jazz.

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