New Africa

Youssou N’Dour has created a charity that is seeking to raise money for Africa from within Africa, bringing together celebrities such as Didier Drogba and Peter Gabriel to combine the worlds of music and sport in raising the profile of Africa internationally and raising the self esteem of a continent that is too often linked to disease, violence and poverty. Seven has worked with Youssou and his team to create the brand, from brand strategy to identity, web, advertising and events. The New Africa brand was launched during Youssou’s 2011 European tour.