Safaricom has reaffirmed its commitment to nurturing Kenya’s creative industry by sponsoring the Cannes Young Lions Kenya competition, marking a significant step towards supporting young creative talent. This initiative underscores Safaricom’s renewed focus on the creative economy, an area the company admits it had not actively championed in recent years.
Speaking at the official opening of the Cannes Young Lions Kenya competition at the EABL headquarters, Safaricom’s Director of Brand and Marketing, Zizwe Awuor, emphasized the need for greater representation of Kenyan creatives on the global stage. Having previously served as a judge at the international competition, Awuor noted the underrepresentation of African talent, stating that only two entries from Africa were present in her category.
“It is not because we lack talent or creativity,” she remarked. “It is simply that the opportunities have not been there. That needs to change.”
Awuor announced Safaricom’s commitment to scaling up its support for young creatives, expressing the company’s desire to ensure Kenyan talent gains global recognition. She affirmed that Safaricom is ramping up its investment in the creative sector, acknowledging its crucial role in fostering innovation and economic growth.
“The world needs to recognize that Kenyan talent is as good as, if not better than, what else is out there,” Awuor stated.
Beyond financial sponsorship, Awuor hinted at a long-term corporate commitment to the industry, urging other brands to join in sustaining the momentum. In a lighthearted moment, she acknowledged EABL’s partnership in the competition but humorously noted, “I cannot commit EABL’s money, but I’m hoping they’ll be on board for the long haul.”
She also commended the dedication of the competition’s participants, some of whom arrived as early as 7:30 am, underscoring their passion and enthusiasm. Encouraging the competitors, she wished them success as they prepared their projects for the global stage.
The Cannes Young Lions competition provides young creatives with a valuable platform to showcase their skills, with winners earning the opportunity to compete internationally. Safaricom’s sponsorship signals a bright future for Kenya’s creative industry, paving the way for greater representation on the world stage.
