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Dangote Foundation Rebrands To Empower Africans

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The Dangote Foundation has worn a new look, giving its entire empowerment initiatives a global look, as it signal a shift towards helping Africans and the world.

The Foundation changed its name to Aliko Dangote Foundation with a new brand logo. The Dangote Foundation which was set up in 1994 is the Corporate Social Responsibility arm of Dangote Group with a vision to see a world where all people have access to a better life.

The Foundation is also an established institution supporting social and economic change through investments and interventions that improve the lives of the less fortunate.

In 2014, Aliko Dangote endowed the Foundation with the equivalent of $1.25 billion, making Dangote Foundation the largest private Foundation in sub-Saharan Africa.

The Foundation defines its strategic focus areas, in Health it tends to minimize disease burden through improved access to quality healthcare and nutrition with a particular emphasis on children. Under Education, the Foundation seeks to improved access to quality education for talented young people to achieve their potential, for Economic Empowerment, to support the poor and enterprising to sustainably increase their income generation capacities, while under Disaster Relief, the Foundation also responsive to people affected by disasters in helping them get back on their feet.

The Foundation is proud to launch a new logo and name, which is aimed at making an Africa whose people are healthier, better educated and empowered. It also illustrate a shift towards Africans helping Africans and sometimes Africans helping the world.

Speaking at the presentation on the new logo and name of Dangote Foundation, the managing director/ chief executive officer of Aliko Dangote Foundation, Ms. Zouera Youssoufou said it is really important that the Foundation get away from the Groups Corporate Social Responsibility (CSR), saying that “it is important for us to have a new identity and to build the new awareness.”

She said that “the Foundation is built upon purpose in Africa taking care of Africa through its ability to scale up proven solutions and influence people to adopt smart and relevant interventions,” saying that “we are setting Africans up for success through care, education and employment initiatives.”

Youssoufou said the brand colours on the new logo reflects bold and vibrant, saying that the yellow colour represent optimistic, nourishing, hospitability, comforting, enlightening and illuminating.

The red stands for energetic, dynamic, powerful, courageous, assertive, spontaneous and motivating; blue stand for credible, authoritative, conservative, professional and reliable, while green represents natural, fertile, healthy, frensh, renewal and reassuring, while strength, vision, and dynamism.

The project director of Aliko Dangote Foundation, Zakari Momodu added that the new name and logo is to unlock a global financial commitment, saying the idea is to send a strong Africa message not just Aliko Dangote message, not a Nigeria message but to say that Africa is no longer the basket case of the world, saying that the logo is not for only for Nigeria, it is for global audience.

According to him, the foundation focus will be 70 per cent on Nigeria, 20 per cent on Africa and 10 per cent on the rest of the world.

On the old and the new logo and name, Momodu said “the brand recognition and the philosophy we are moving from what was essentially a small to medium size organisation that was close tied to the business side of Aliko Dangote to now a more global focus Afrocentric, personalised institution.”

Youssoufou noted that the CSR or CSI activities of Dangote Cement Plc is to improve the communities in which they operate, focusing on all projects located in communities in which they have factories, while Dangote Foundation focus projects and funds are allocated based on need.

According to her, the projects are health including nutrition, education, humanitarian crisis and disaster relief. The Foundation has its own identity inspired by its founder.

Speaking on the Foundation economic empowerment, the MD/CEO of Aliko Dangote Foundation said “we have two programme in the economic empowerment initiatives, we have the micro grant, a kind of credit that we put together with Bank of Industry (BoI), where we do a joint programme for micro, small and medium enterprises with zero per cent interest rate.”

She added that, the Foundation also designed a multi-billion naira micro-grants programme to assist the vulnerable women across the 774 local governments in Nigeria conjunction with the state governments.

It is expected that at the end of the exercise, a sum of N10 billion would have been injected to revive the economy of some one million women. Already, the grant has been disbursed in seven states including Federal Capital Territory, Abuja.

Explaining the rationale behind the Foundation’s decision to help women with the grants to do petty business, she said the Foundation believes that empowering women to be key change agents is an essential element to achieving the end of hunger and poverty.

She explained that “when we started in 2012, it was manually done but now we do it in a much technological way, we have data capture device designed by one of the indigenous young IT Firm, they help us capture and collect the data of the beneficiaries, we know who they are, we have their pictures, finger print and the money will be sent to them electronically through banks or mobile money.

Momodu also explained that in addition to the grant given to the beneficiaries, we also provide them with mobile phones.

In conclusion, Momodu said that “Aliko Dangote recognise he will not be here forever but he want the Foundation and its benefit to society to outlive him.”

He added that “this is why he started the endowment rather than the initial annual donation”, saying that “we will be hitting the one million per annual maybe in due course, if the endowment is managed properly, if the demand validate it then so be it. Year-on-year, there will be slight variation depending on demand.”

 



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