The Bulawayo Large City hall will be a hive of activity today when various artists perform at the launch of the Coca-Cola “1 Billion Reasons to Believe in Africa” campaign.
With this campaign, Coca-Cola is trying to encourage African youths to celebrate their heritage and demonstrate what the continent has to offer.
Coca-Cola senior franchise brand manager Mona Karingi said the campaign was geared towards inspiring Africans to see the bright side of their continent and use their capabilities to fuel positive change.
Internationally-acclaimed group Iyasa, Say Band and Otis Ngwabi, among other artists, are billed to entertain guests at the launch.
“Iyasa will do a rendition of Steve Kekana’s song, All I need (Is right here in Africa). The song carries the message that we are trying to send about Africa through the campaign,” said Karingi.
“Coca-Cola hopes that through this campaign, Africans will be encouraged to shun the negative image that is usually associated with the world’s second largest continent and paint it as a beacon of hope.”
Harare launched the same campaign during the Harare International Festival of the Arts before it was taken to Mutare on May 15.
“We want to encourage Africans to turn things around and be proud of the continent they live on.
The world sees Africa as dark, hopeless and stricken with disease, conflict and poverty. Both local and international media outlets focus on negative news because that is what sells. People, and particularly Africans, are tired of this image because Africa has a lot of positive news to offer,” said Karingi.