Nigerian music star D’banj was announced as the brand ambassador for ONE Campaign earlier in the week. He is expected to spearhead a new initiative aimed at fighting extreme poverty in Africa.
According to the initiators of the project, the centrepiece of the campaign is a call to boost investments in agriculture, a sector that is capable of liberating the continent’s vast economic potential.
The Kokomaster is currently in Addis Ababa, Ethiopia, to help ONE officially inaugurate the campaign during the African Union Summit. He has unveiled the official name and logo of the campaign and helped launch ONE’s online petition, calling on leaders to invest more and better in agriculture. In February, the pop-star will lead top artistes from around the continent to record a song and music video, aimed at promoting agriculture among youths.
“Agriculture is no longer a profession for the rural poor – it’s a promising, dynamic career option with vast economic opportunities. I’m grateful that ONE is giving me the chance to tell young people across Africa that agriculture is ‘cool,” D’banj said.
Also speaking at the launch, ONE’s Africa Director, Dr. Sipho Moyo, said, “Over the next 10 years, 85 million people can be lifted out of extreme poverty if African governments commit to spending at least 10 percent of their national budgets on agriculture. Such investments should be effective, transparent and made in conjunction with smart policy reforms.”