Over the past decade, Harambeans, the African innovators in the Harambe Entrepreneur Alliance, have spawned a series of market-creating ventures such as Andela, Flutterwave and MAX – a pan-African network of start-ups, which has raised over $400m in funding and are valued at over $1bn. As a result, and in partnership with Oppenheimer Generations Philanthropy, the Alliance launched an inaugural Harambeans Global Summit in Franschhoek, Cape Town. The Summit assembled leading entrepreneurs and investors from across Africa. At the Summit, the Alliance in partnership with Africa Foresight Group, launched the African Innovation Report - designed to stimulate conversations about entrepreneurial innovation in Africa.
PD managed to set-up pre-summit interviews for founder of the Alliance, Okendo Lewis Gayle, as well as invite and secure Tier1 media to attend the Summit. Additionally, PD researched and drafted a press release highlighting the aim and purpose of the Summit and unpacking the key findings of the African Innovation Report, which was issued to key media post the Summit. Key coverage highlights include; Fin24, SAfm, IOL Weekend Argus, Classic FM & BizCommunity.
During our PR execution for the Summit, PD identified that some of our Tier1 media was not familiar with the incredible work of the Harambe Entrepreneur Alliance on the African continent and recommended a Phase 2 PR approach. As a result, PD was tasked to provide strategic counsel to the Alliance and executed another robust communications strategy with the following objectives:
-Build positive brand awareness for Harambeans by clearly communicating the organization’s objectives and amplifying key business achievements that resonate with the relevant audiences.
-Build leadership credentials of Harambeans by highlighting the impact of market-creating innovation on the economy and solutions that transform lives
The Prosperity Initiative
As a part of our Phase 2 brief, we were tasked to raise awareness about the Harambeans Prosperity Fund – formed through the Harambe Entrepreneurship Alliance’s Network of prominent families and corporations which aimed to provide $1 million in funding to African networks affected by the economic downturn caused by the Covid-19 pandemic. This funding was made available to a group of diverse and impactful African innovators who have been admitted to the Harambe Entrepreneur Alliance. Focus African territories included Kenya, Nigeria, Ghana, Egypt and Tanzania.
As a part of our approach, we drafted an announcement press release and fact sheet included with the information of the Harambeans that received funding and how their business have shown promise and pivoted during the pandemic. We saw the need to generate awareness not only among the media in South Africa, but media within other territories on the Africa continent, we therefore made use of an interactive digital news portal which gave local and international media access to the announcement of the Prosperity Fund.
One of the highlights for the PR campaign was securing an exclusive feature with Bloomberg Terminal and Bloomberg News that gave investors and 325 000 of the world’s most influential decision makers the opportunity to see the exclusive announcement. As a result, the announcement also got picked up by leading financial news sources such as; Fin24, Moneyweb and IOL.
To further place an ‘exclusive’ media spotlight on the companies that received funding from the Prosperity Fund, we hosted a virtual media session with a select number of Tier1 media to talk about the Prosperity Fund and how some of the business have already pivoted. Members of the Investment Committee and key Harambeans were present during the session.
To generate additional exposure for the companies that pivoted during the pandemic, PD managed to secure several local and pan-African exclusive interview opportunities for Harambeans. Highlights included; Nigerian publication, Tech Cabal, Channel Africa, Business Ghana and Classic FM.