49-99

Nikki Billie Jean & All Things Ankara presents a Tiwa Savage 49-99-inspired campaign bringing awareness to the #EndSARS movement in Nigeria.

49-99 is a phrase coined by Fela Kuti in his 1978 hit song, “Shuffering and Shmiling”. The song and popular phrase refers to the hard life many Nigerians endure. 49-99 references a transit bus, known in Nigeria as a molué, which originally seats a maximum of (49 passengers), but often has twice that number (99 passengers). This is a direct reflection of the poor economic conditions predominant in Nigeria. It also shows the economic growth imbalance with the rich getting richer and the poor getting poorer.

The campaign will be used to bring awareness to the #EndSARS movement in Nigeria and the poor economic conditions Nigerians, Africans, and Africans in the diaspora endure with police brutality.

 

Assets

Press Release
Inspiration
CAMPAIGN PHOTOS + VIDEO
behind the scenes photos + video

To see the blog post click here.

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