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Social marketing is the new trend to look out for amongst brands.
Grammy Award winning Senegalese singer Youssan N'Dour's latest composition was created specially for his micro-credit project-Birima. As Benetton lends support to the program, 'Africa Works' will be its communication theme around the world.
Alongwith outdoor and press ads, the campaign will include a series of projects and events around Birima. Plans to take this micro-credit project beyond Senegal within the next six months to Ivory Coast are already in place. It is starting off with a corpus of around half a million euros, funded by the Senegalese singer himself, and the Benetton Group...
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