…Partnership with African Artist, Singer, and Education Advocates to Drive Cultural, Educational, and Brand Initiatives in the Region
BIC, a world leader in stationery, lighters, and shavers, announced its partnership with Nigerian Afropop star, songwriter, actress, and education advocate Yemi Alade.
The partnership, facilitated by Trace Studios, kicked off during the Back-to-School season in West Africa with the debut of the third installment in BIC’s original video series, Get A Pen You Can Rely On, which highlights the importance of having high-quality and reliable writing products both inside and outside the classroom.
The partnership includes additional education-based initiatives to be announced that will unfold throughout the season, furthering BIC’s commitment to improving learning conditions for 250 million students by 2025. Together with BIC, Alade will tap into her extensive experience as an artist and advocate to inspire self-expression, creativity, and a passion for learning in young Nigerian and West African students.
“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”, said Alade. “Partnering with BIC on this campaign was purposeful and fun, as I continue to aim to positively impact upcoming generations.”
Commenting on the campaign, Guillaume Groues, General Manager at BIC Nigeria, said: “We are extremely proud to be working with Yemi 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 this Back-to-School season in Nigeria and beyond.”
BIC has demonstrated its commitment to education through various initiatives including Global Education Week; the BIC Cristal Pen Awards; its partnership with Enactus; and its ongoing work through the company’s philanthropic arm, the BIC Corporate Foundation. The partnership with Yemi Alade in West Africa is an extension of BIC’s commitment to education and to its investment in West Africa, particularly Nigeria, Africa’s biggest market and most young and dynamic population.
For previous videos related to the Get a Pen You Can Rely On campaign, click here and here. For the latest videos featuring Yemi Alade, click here and here.
About BIC: A world leader in stationery, lighters, and shavers, BIC brings simplicity and joy to everyday life. For over 75 years, the Company has honored the tradition of providing high-quality, affordable, essential products to consumers everywhere. Through this unwavering dedication, BIC has become one of the most recognized brands and is a trademark registered worldwide. Today, BIC products are sold in more than 160 countries around the world and feature iconic brands such as BIC ® Kids, BICFlexTM, BodyMarkTM by BIC ®, Cello®, Djeep ®, Lucky ® Stationery, Rocketbook ®, Soleil®, Tipp-Ex®, Us.TM, Wite-Out®, Inkbox TM, and more. In 2021, BIC’s Net Sales were 1,831.9 million euros. The Company is listed on “Euronext Paris,” which is part of the SBF120 and CAC Mid 60 indexes and is recognized for its commitment to sustainable development and education. It received an A- Leadership score from CDP. For more, visit about.bic.com or follow us on LinkedIn, Instagram, Twitter, or YouTube.
About Yemi Alade: Yemi Alade is a Nigerian Afropop singer, songwriter, actress, and activist. She won the MTV African Music Awards for Best Female in 2015 and 2016 consecutively and was nominated for Artiste of the Year in 2015, making her the first female to win the MAMAs for Best female consecutively twice and nominated for Artiste of the Year. In 2015, Alade was the first African female to be nominated for the MTV Europe Music Awards (EMAs) and She was nominated for the BET awards for Best International Act: Africa in 2015 and 2016. Yemi is also applauded for her creative and overwhelming stage performances, fashion, and music videos, She has won The Headies Award for Best Performer twice, in 2018 and 2019. The slot was initiated at The Headies 2018 and she was the first artiste to win the category.
Yemi Alade has engaged in advocacy programs over the years of her music career.
On 7 November 2018, Alade visited her secondary school Victory Grammar School, Ikeja where she also engaged in charity work. In 2020, Alade joined the United Nations Development Programme to speak for the protection and aid of poor people across Africa affected by the coronavirus pandemic.[1 On 23 September 2020, Yemi Alade was appointed a Goodwill ambassador for the United Nations Development Programme (UNDP) by the organization’s administrator Achim Steiner. She pledged with the UNDP that her focus on Sustainable Development Goals would be on inequality, empowering women, and creating awareness of the impact of global climate change.
About Trace TV: Launched in 2003 and originating from an iconic magazine, Trace has grown into an Afro Urban cultural entertainment force with 350 million fans and a mission to empower and uplift young people globally. Trace media, digital, entertainment and education platforms are available in 180 countries and are segment leaders in Africa, Brazil, France, Brazil, the UK, the Caribbean, and the Indian Ocean. More about Trace: www.TRACE.COMPANY.
