If the world thinks being kind is crazy, then Africa is the craziest continent
By now, some of you might have come across the video already or watched it in the comfort of your living room.
The advertisement gears towards inspiring and celebrating individuals who spread happiness on the continent by performing random acts of kindness in the daily lives of people.
“The idea of being kind and that kindness giving you happiness is something that transcends the boarders; so here in Africa because we believe that we are innately kind we are saying through this campaign that if the world thinks being kind is crazy, then Africa is the craziest continent,” said Rosalind Gichuru, The Coca-Cola Central East and West Africa Strategic Manager during the launch.
The campaign was derived from research done by BMC Innovation Company that revealed that, making other people happy is the key to own happiness and for the world to be a happier place, people need to be kinder.
My involvement comes from a blog post I did; “Extreme Poverty but Irreplaceable Smile.” With a group of friends, we set out for Kisenyi Slum in the capital, Kampala to take, print and return photos for free. It’s a practice I had always done sub-consciously.
I offer this service selectively though. I do this for people who can barely afford a meal. For people who have never owned a picture in their lives and for people who are extremely poor, yet so happy and they don’t even know.
As Edward, I am incapable of feeding hundreds and thousands of Africa’s poor.
No, I am unable to.
Through my photographs, am always looking towards encouraging them, spreading positive energy around them and encouraging them to discover and appreciate who they really are in those photos.
The Coca-Cola TV commercial also features Douglas Rori from Kenya, Corporal Sebul Audu from Nigeria, Edward Echwalu from Uganda and Belachew Birma (World Laughter Champion) from Ethiopia.
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