How to break stereotypes? How to change images that have been settled for decades? That’s the question Anja Bakken Rijse and the team of SAIH (Norwegian Students and Academics International) had been asking themselves for a long time.
As a Norwegian studying in Durban, South Africa, Anja was not only fed up with the stereotypical image of Africa being a continent permanently troubled by disaster, but also by the way development aid and its campaigns rather strengthened that image as opposed to diminishing it. A change of perspectives marked the beginning of a new idea: How would Norwegians feel if all that people would connect with their country was a pitiful donation campaign? The idea of Radi-Aid was born: Africans unite to donate their radiators and save Norwegians from freezing.
What started as a funny idea quickly became viral on social media. Their initial campaign video „Africa for Norway“ – a parody on the Band-Aid campaign – quickly received over 2 million views on Youtube, tens of thousands of shares on Facebook and a worldwide media coverage.
In her talk at TEDxMünster SAIH president Anja Bakken Rijse tells us how the idea of Radi-Aid was born and what makes humor a good approach for changing perspectives. – (Talk in English)
Africa for Norway Campaign Website