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CORPORATE SOCIAL IRRESPONSIBILITY IN AFRICA: THE BHARTI AIRTEL – MTV AFRICA CASE STUDY

by Tari Ekiyor

My fellow Africans, I write this day to bring to your attention, a case of gross injustice, deception and disregard being committed against the entire nation of Africa, particularly her children.

Zain (now Bharti Airtel) and MTV Networks Africa, are the perpetrators of this bizarre crime against the collective African identity.

"Giving Africa a Voice"

This statement is the slogan attached to the MTV Africa Music Awards, sponsored by Bharti Airtel. The MTV Music Awards is MTV's signature continent specific Annual music Awards event which is held annually in celebration of musical achievement around the world.

The MTV platform is very well recognized globally, and Africa was proud when in 2008, the first ever MAMA's was held in Abuja, Nigeria. Zain has been the official sponsor since then, and still remains the official sponsor now as Bharti Airtel.

The establishment of the MAMA's is a great opportunity for the achievement of African Artistes to be celebrated on a global stage, and a number of artistes including Kenya's Nameless and Nigeria's M.I. have won the coveted award in different categories.

Fantastic as the opportunity created by the MAMA's is for African music, the claim they are making through the slogan is absurd and a slap on the face of an entire continent. How can a platform which was established in 2008 claim to have given VOICE to a continent which over the centuries has been distinctly heard through great men and women who have been her voice within her borders and beyond.

Maryam Makeba, Fela Anikulapo-Kuti, Daddy Showkey, Wole Soyinka, Chinua Achebe and even the great Nelson Mandela are all celebrated African voices. Not even mentioning those people I have never heard about who have been voices for Africa in their respective life endeavors. Were all these people given their voices by the MAMA's?

The Voice of an individual goes beyond the audible expression we hear in music, poetry or in everyday communication. Your 'Voice' is who you are. It is that unique expression of your passion, your beliefs and your values.

It is what distinguishes you from everybody else. It is what you stand for and what you represent.

Your 'Voice' is your unique identity as a human being.

It is also possible to have a collective voice as a nation, institution or a family. Corporate bodies have voices. Bharti Airtel has a voice, and so does MTV.

It is worthy of note that the MTV Awards platforms in other continents of the world do not have such a claim attached to it. Why can they get away with this open deception and patronizing statement, only here in Africa?

As a Volunteer Teacher in a public secondary school in Lagos, I was blessed to be acquainted with the most delightful set of children I have ever known. I taught Literature to students in SS1-SS3, placing them between the ages 14-17.

However, it was also a very challenging experience in terms of getting them to find and express their own opinions and ideas about themselves, their environment and the world at large. You might ask why that was so difficult for these kids, and I'll tell you:

They have been made to believe they have no VOICE.

The 'giving Africa a voice' slogan of the MAMA's ignites fire to the coal of identity dysfunction present within our collective African youth.

The endorsement of such an absurd statement by a trusted Tele-Communications Brand, is one of those 'Only in Nigeria' occurrences. Zain/Bharti Airtel primarily targets the youth sector of our population with their products.

One of the claims Zain makes in her Corporate Social Responsibility Mission Statement, is 'To produce a positive impact on society and our stakeholders, now and in the future'

Everyone knows that the youth are the prime stakeholders for the future of every nation, so by endorsing the MAMA's slogan, Zain/Bharti Airtel has failed tragically in her CSR Mission.

On the 17th of August, 2010, I published an article on my Blog, TARIERE, titled 'MTV Africa Music Awards: the Little White Lie' which raised the alarm on the lie being propagated by these corporate giants.

My readers were enlightened, and reacted with the expected angst and disappointment at the level of Corporate Irresponsibility. We went further to write an online Petition asking MTV Networks Africa and Zain to change the slogan and take responsibility for the damage caused to the psyche of African youths, by creating new Content which will bring a re-orientation to the minds of their young audience.

The Petition currently bears the signatures of young Africans both at home and in the Diaspora and more are still supporting the cause by signing.

On the 2nd September, 2010, we sent letters to key officers within Zain/Bharti Airtel and MTV Networks Africa, explaining the implication of the slogan on society and politely asking them to do the right thing by changing it. We also informed them about the Petition.

We have received no response to our letter till this day, even though we have acknowledgement of their receipt.

Therefore, we have brought this case to the court of Public Opinion, raising our voices against the injustices being perpetrated by these powerful giants who claim to have given us the voices in the first place.

Thus I come to you, asking you to consider this matter in your wisdom and fairness. Please analyze all sides to it and pass your fair judgment. Raise your voice in deciding this matter and let your opinion about it be heard.

All we ask is this one thing: Bharti Airtel and MTV Networks Africa please do the right thing: Change the Slogan.

It is your Corporate Social Responsibility.

Tari's blog is www.tariere.blogspot.com