French manufacturing company BiC has announced a partnership deal with Nigerian Afro-pop singer Yemi Alade on an initiative to drive cultural, educational and brand initiatives across West Africa.
The deal announced this last week forms part of BiC’s commitment to improving learning conditions for 250 million students by 2025.
The partnership, facilitated by Trace Studios, is an extension of BiC’s commitment to education and to its investments in West Africa, particularly Nigeria. Together with BiC, Alade will advocate self-expression, creativity, and a passion for learning in young students in the region.
“As a Nigerian, education enthusiast, and a Victory Grammar School and University of Lagos graduate, I am ecstatic about the upcoming initiatives with BiC that aim to develop and shed light on the importance of education in Nigeria and West Africa,” Alade said. “Partnering with BIC on this campaign was purposeful and fun as I continue to aim to positively impact upcoming generations.”
“We are extremely proud to be working with Yemi [Alade] on our new Back-to-School campaign, an exciting and first-of-its-kind collaboration in West Africa for BiC. “Her passion for education and experience as a Goodwill Ambassador for the United Nations Development Programme makes Yemi an ideal partner. With her help, we look forward to fostering a love for education in Nigeria and beyond.”
Over the years, BiC has demonstrated its commitment to education through various initiatives including Global Education Week, the BiC Cristal Pen Awards and ongoing work through the company’s philanthropic arm, the BIC Corporate Foundation.
A career activist, Alade was earlier this year named as a global ambassador for the Africa Centres for Disease Control and Prevention’s It’s Up to Us campaign in partnership with the Mastercard Foundation to encourage Africans to get vaccinated against COVID-19.
The musician is behind five albums and two EPs. Her latest song ‘Bubble It’ features Jamaican dancehall act Spice.