NAIROBI, Kenya, Jan 29 – More women in Kenya’s creative industry are now seizing opportunities and increasing diversity in a heavily male-dominated sector.
This was evidenced by the number of applications for the Young Creatives Challenge (YCC) 2020 hosted by the Advertising Professionals Association (APA) to encourage and promote new creative talent.
YCC organizer Susan Makau and founder of the International School of Advertising (ISA) said, “In a male-dominated industry, we were thrilled that 50 percent of applicants were women. This brings diverse skills and perspectives to the sector, increasing productivity, increasing performance and increasing economic profits. ”
The creative economy is the roof under which art, architecture, film, television, music, poetry, sculpture and writing exist. With good support, the industry represents an important source of income for the economy.
According to a 2020 report by the United Nations Education, Science and Culture (UNESCO) “Investing in Creativity” report, these industries generate global sales of US $ 2,250 billion and in some countries contribute up to 10 percent of GDP .
The 2020 YCC event, organized in partnership with ISA and sponsored by East African Breweries (EABL), drew more than 200 applications from Kenyans aged 21-29 who entered the shortlisted.
Under the motto “Take On Tomorrow”, the challenge for the young participants was to develop a strong idea to drive a communication campaign that solves a real marketing communication challenge and confidently faces a jury.
Team Mind Benders, represented by copywriter Teresa Makori and art director Jeremy Omwami, took first place out of 12 teams vying for EABL’s grand prize for a banknote and an opportunity to bond.
Team Ideas without Legs, composed of copywriter, Shanik Minesh Mehta and art director, Rony Nawab, came second, while Michael Muraya and Anthony Wafula took third.
Ruth Chege, representative of the EABL, said at the grand finals ceremony: “The competition was remarkable as young creative people really showed their talent. We sponsored YCC so that creatives could see opportunities in their industry that go beyond a difficult season. ”