Africa works with Burima

This is a cross-post from, a blog on Social advertising and non-profit campaigns

Senegalese singer Youssou N’Dour is sponsoring Burima, a micro-credit program with finantial support from Benetton, which also developed the website AfricaWorks, at their Fabrica studio.

Africa Works

In the words of Staci Smith who sent the project to my friend and art director Andre:

Late in 2007, Benetton began documenting the progress of the loan recipients through the images of photographer James Mollison. Mollison’s photos spotlight a diverse group of entrepreneurs including a fisherman, a decorator, a musician, a farmer, and a boxer. In keeping with Benetton’s commitment to social advocacy, the images are featured on billboards and print ads in the company’s new “Africa Works” global communications campaign. Benetton’s hope is that these everyday people will become tangible symbols of an Africa that uses the dignity of work to fight poverty and take back responsibility for creating its own future

A simple, zoomable navigation, trying to have a real impact on African’s looking for a way to change their lives for the better. The event launched worldwide last February 13th, with a performance by Youssou n’Dour of the song Birima (campaign video clip below).

Birima is also the name of the portal ( where you can find more about the micro-credit program.