NEW YORK — The United Nations Development Program (UNDP) introduced the ‘I am Sahel’ campaign on Thursday, aiming to showcase the positive stories of progress, hope, and opportunity from the Sahel region, emphasizing governance, youth, and renewable energies.

According to Burkina Information Agency, the ‘I am Sahel’ campaign seeks to shift perceptions of the Sahel by spotlighting local heroes, young entrepreneurs, and innovators who are making significant contributions across various sectors. The initiative is designed to highlight the successes and rich cultural heritage of the Sahel, a region home to approximately 384 million people. The campaign counters the common narrative that often focuses on the region’s challenges, such as hunger, poverty, and conflict, by promoting its wealth of resources and capabilities.

The launch event in Burkina Faso featured UNDP’s resident representative, Alfredo Teixeira, and Alif Naaba, a musician and UNDP goodwill ambassador, who emphasized the critical role of music in the campaign’s success. Music, he noted, is a powerful medium that can project the positive developments occurring in the Sahel to a global audience. The campaign also encourages journalists and artists from the region to join in amplifying these positive messages.

Launched online simultaneously in Burkina Faso, Niger, Nigeria, Mali, Senegal, Gambia, Chad, and Mauritania on August 15, 2024, the ‘I am Sahel’ campaign represents a strategic communications effort by the UNDP to promote a resilient, innovative, and enterprising image of the Sahel dedicated to genuine and sovereign development.