The "Move Afrika" brand values the Young African creator. Priorities include capacity building, fostering skills transfer and championing investment in entrepreneurs within the live entertainment and adjacent sectors.

The brief was to develop a brand and campaign that reinforces the mission. The name “Move Afrika” was created by our African-based staff as a term that embodies the spirit of movement: movement in terms of progress we are capable of making in achieving the Global Goals, and movement in terms of how our bodies react to hearing music. The spelling of "Afrika" with a “K” represents the Swahili spelling.

Objectives are both B2B and B2C, at the campaign and live event level. Measurements include global reach, training, amplification, on-the-ground impact and ticket sales. The emotional benefits of the brand are validation, inspiration, confidence and joy. The brand personality is determined, celebratory, impactful, take action, creative, forward thinking and of the culture.

Global Citizen created the Pan-African advocacy campaign “Move Afrika”, spelled with a “K” from Swahili, promoting Africa to the world, on December 6th, 2023.

The creative idea leveraged the strength of the Global Citizen brand, while at the same time creating a unique suite of assets to build a new brand. The "Move Afrika" mark has the ability to be locally customized by adding a country specific pattern to our iconic “O” scenic set piece, paying homage to each market.

The guiding principle for the "Move Afrika" event was to collaborate with local creatives across all areas of production. This included set designers, where local fabrics were used as a backdrop; the lighting which utilized a local woven design; the costumes which were created by a local designer, and the dancers, choreographed by a Rwandan dancer. In addition, local artists were engaged to produce marketing and imaging materials.

"Move Afrika: Rwanda" employed 1000 Rwandans, with 75% local crew, creating opportunities for skill development and international event training, including:

Lighting: Traditional Agaseke peace baskets, created by 20 artisans from Nyamirambo Women’s Center hung on-stage as dynamic lighting fixtures.

Broadcast: Rwandan film crew Addictive Vibe shot BTS segments, and design company Guez Show created video packaging.

Rigging: Rwanda Events Group partnered with Unusual Rigging to create new, larger capacity rigging at BK Arena.

Security: World-class training was provided to 15 supervisors in Behavioral Detection Observation.

Dancers and singers: 70 local performers, including many from disadvantaged backgrounds who use their talents to lift their families out of poverty.

Youth Skills: We partnered with Harambee Youth Employment Accelerator to recruit, train and upskill 35 people aged 18-25, to gain world-class live music experience.

Tickets for action: 3,764 Rwandans took action to win free tickets, entering the draw 50,411 times.

The "Move Afrika" event was unlike any live show Rwanda has seen before. A light-filled, sold-out BK Arena hosted a spectacular night of music, culture, and advocacy that took East African entertainment to new heights and will be remembered for years to come as the birth of the first pan-African touring circuit for international artists.

Created by international advocacy organization Global Citizen and creative imprint, the production agency, alongside the Rwanda Development Board, the inaugural "Move Afrika: Rwanda" show was headlined by Grammy Award and Pulitzer Prize winning artist Kendrick Lamar, and showcased the best African artists, creators and entertainers to the world. With every facet of the event's production driving local economic investment, skill training and youth entrepreneurship, the first "Move Afrika" concert signaled the launch of a five-year incremental tour schedule that will pioneer a world-class music touring circuit across the continent, changing the face of live entertainment in Africa.

"Move Afrika" was launched in 2023 to leverage the strength of the Global Citizen brand. 2024 will see the beginning of brand separation, with a focus on building "Move Afrika" as a standalone brand and entity.

The first "Move Afrika" had an overall reach of 7.7. Million and impressions of 2.3 billion.

In addition the event employed more than 1000 Rwandans, and engaged 75 percent local crew and production staff, with a specific focus on creating opportunities for skill development and international event training, including: set and stage; broadcast production; crew, rigging and security; backing dancers and singers; and more.