This is al jazeera and these are the top stories. Cougars Stones HealthMinistry Says 24 people have been killed since fighting between kyrgyzstan and touching sand forces broke out on wednesday. A ceasefire between the 2 countries was reportedly violated just hours after a meeting between their leaders on friday. Those tensions, along with the conflict and ukraine, overshadowed the summit of the shanghai co Operation Organization and was biggest on russell said a has more from the summit. Just 2 companies having give him a wide range of conflicts alongside to they are 950 kilometers border. What is what happened in the present of these 2 companies was here in america, attending the sun Guy Corporation organization summit. And the diplomatic affords have been just initiated to pave the way for a meeting between these 2 leaders. They met and they agreed on a fire, but just hours of their disease, why it was unknown. 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People were turned away to several hours on friday as they tried to join the line. And the fire has engulfed the skyscraper in china, the building house officers of one of the countrys Largest Telecommunications companies. Those are the headlines. The news continues. After the stream of mixed talk to al jazeera, we ask for the rebounds, you speak of is clearly coming at a high cost for airlines and the industry. Whats going wrong . We listen, you were part of the arm struggle in the 19 seventys. If you have any regrets, no, we meet with global news makers. Im talk about the stories that matter on al jazeera, i with i am for the okay, the advertising, regulatory counts of nigeria in spite this episode, ive never said this before. But lets take a look about a band that is coming up on october the 1st on the use of foreign models and voiceover artists on the Nigerian Advertising media. Although with the fact from october, the 1st i sent you an independent stay advertising multi communication materials. I to make use of only nigeria models and voice over artists. So we asked nigerian create is what they thought about this new law. What has been happening in the advertising speaking, mind you at ease that a lot of tv commercials, a little print ads have been taken outside the country to be produced. And what the law is trying to do is to ensure that the spreads will ensure that it protects its own market for technical content, technical talent develop build capacity and ensure that you can Foreign Exchange and people keep working. I dont think its anything that has to do to been evicted here, but i just think its a civil policy by argon, on the federal government to like i said, it, it protect the local content and does not run that. He wants to see ourselves on our screens. We wanted to tell our own stories. We want our own people representing us want people who look like us sound like us that we can relate to. So in raising the next generation of nigerians and also africans, this is really something that we need to work towards. And this is the 1st step towards that. The state of commercials on my j as well talking about why do they need protecting . How best to grow the industry . You can comment on youtube. You can even put your favorite apps. Right . Yeah. To talk about. But i know the conversations already started one. Thank you. I respect it, the new law. Why go a fight Global Standards . When you can appreciate what you have, what are your thoughts during our conversation and our panel, hello to ada, hello to fiddle and hello to obey or joining us today. Idea, nice to have you. Please introduce yourself. Kelsey you are what you do. Hi, very nice to meet you. My name is ideas of who i am, the chief marketing officer of empty and Nigeria Mobile telecom operator. Fantastic. Hello, fidel, welcome. In case i run, my name is sharon wander from kenner. Im the immediate past chairman of the Marketing Society of turner. Im currently a board executive at the marketing for side of going right to have you, theodore, im joining us on the phone. We have open please introduce yourself. Nice to see you. Nice to see them. Well enough to see today, oh, be a speaker phone about the payment. Im credit industry up to printer. All right, so this story took off internationally because of a couple of mysterious headlines. Let me show you here. This is what should the body says as an actual nigerian, the idea that my doing government is banning a white people from ads is just not true. White models are foreign to nigeria. Of course they are naturally bad. However, the band bars, anybody who simply isnt nigerian. So what we wanted to do was just to make sure that we dug a little bit deeper to find out what all can that record he council really wanted to say, this is what the director told us just a few hours ago. Lets have a look. A initial more can a news from this is more like i just saw silly pushes for us. We werent going to go with lucy. We want to make it more likely to ski with so we just need this beautiful aust, luca in that puts his assistant with policies in with all due to be able to meet all new platform last the last we want to develop the industry. We want to have our own Advertising Industry when looking at our own hunger in time and how we can develop them, theodore internationally, this story blew up. What did you make of it . Is it makes sense now that youve understand that the death of a still a not just the, its no foreigners here. Its deeper than yeah, i think its deeper than that in a looking from the sidelines or not stick the role of a nigerian, but more of a marketer. Ideally, look at the studies. It shows a majority of people do not see themselves in. Its actually only, for example, 40 percent of women can relate to that, that they see on the tv. In other sense one, in 5, people actually believe that there are reprieve presentation of the advertisement actually relate to themselves as a society so. So these are, theres a lot that the memory structures build through advertisement bring you out and these need to change that. And i believe this is a step in the right direction in terms of building representation, inclusion of people that consumers can relate to who look like themselves and like themselves and, you know, represent beliefs similar to them. Ill definitely doesnt. Yeah, i be wrong that i think, i mean look, you can already hit the motive issue and thats why the reaction. But i think somebody who commented earlier called this 100 percent, when you talk about where each country with the population and what was talking about people not seeing themselves or not. If you go back 20 years ago, the big multinational used to just maybe from london, like one of the whole continent. I think thats really probably back south africa in my way. You stop preventing people much and i know that on my my journey. So i think thats probably part of what ill call was heading towards renting that because the industry is quite large. But obviously they want to make sure that difficult economic fine. They can go in the market. Yeah, sure. As you know, i would love you to listen to cody moore has an experience p. R executive who spent some time living. Im walking in nigeria. I want to go beyond this by the into how does the industry operate and where is my jury in the industry . Claudine told us a story that i want you to have a listen to. An intake of behind the scenes about how commercials are made and why didnt my curious build on it needs to be protective of its creatives, his clothing festival. A few years ago i was living and working in nigeria, leading the communications for a my cheering based pan African Investment company. And i was tasks wade filming, and commercial for the Nigerian Company for which i was sent to south africa. Its a film that commercial working with a south African Agency that part of that commercial. We were having the ones to have a young girl lying on the bed, drawing a picture of her family for which they cost a young, black South African girl as a young nigerian girl. In addition to that, the agency had given us the prop and the prop that they gave us, which was the drawing back. This little girl was pretending to draw. They had drawn her family as white. So they had this white family that this little black girl was supposedly drawing. So i had to go ahead and color in the faces of that white family brown because it was a black, young girl drawing pictures of her black family. But that drawn a white family and given that to me as the prop that your poor survey of the matter idea. Go ahead as i look. Oh this ones tough. No, no, no, no, no i was, i was just waiting for you to queue me in look like i, i think for me i have to sort of put my hands up and say look, i know this problem that we need to. So, okay. I think our shooting ads can be a very complicated process. There are many, many moving parts and look companies under the crush of targets you want surety of success. So look, we may have relied on using resources that are a mix of being in the mix of nigerian and non nigerian ah resources. But i completely understand the direction we want to go in. Right. And just to put this in a global context representation doesnt only matter in nigeria, and in this context, if, if you look abroad, you know, look at um the women and the bodies that are being portrayed, you know, by many brands as the ideal. Its no longer a skinny size 0 model any more, right . Its a lot more inclusive and more quote, unquote, normal bodies are being included. I dont see that as being very different from what we are trying to achieve in nigeria at the moment, an empty and as it brenda, stand by it. I mean, i think that for us, you know, operating in 20 plus countries, there is a challenge in trying to maintain brand consistency. But one of the things we have done as an idea team is continue to work towards making sure that issues that your previous guessed theyre experienced. Dont happen in i ads, you know, and it is important for people to look at ads and see themselves so. So i definitely are, we are empty and definitely support this move and are willing to, to fully align not that we werent that far out of alignment, right. But were willing to fully align and continue to enrich that goal. An industry. This is a rasping, they will have ad breaks over, hold on, hold on tight, from layman. Im going to pay an average away, and then you can pick up immediately. I break this ad break is never forget your identity advertising hero. Mere one of your faves and as soon as you finish to add ending here, ending. Tell us why you like it and why its important less havoc. My father told me to never forget where i come from. I never forget with dishes and festival celebrates are breach cultural co addresses, anklets males, nowhere arrival our people, men, women bursting with creativity and of a yeah, no, definitely. I mean, i think about absolutely speaks directly to the culture of the people and the Media Connection because the media feel from that part of nigeria, you know, if youre not, but even if youre niger and you know, this is situated in us and i think thats why i couldnt do that. We want to be, you know . Yeah, but thats true, but you dont have to. But i think also think about it. Like like 15 years of the journey of our music was moved. We used to go to a lot, a lot of music videos in south africa. I mean, this is about technical skills. Exactly what id i would say. But over the last 10 years, a lot of pilot was shooting 90 percent, probably back in europe. I think its about this, its about, lets use local talent but been developed to create a deliver these products for corporate nigeria and for me. But i think thats what its about. In reality, i dont think its about excluding anybody. Its about Building Local i am well, if i could just add to that please. I think now we are, we need to find more bravery and telling our own stories right. If you years ago and i got that have probably been rejected by marketing to rise to national marketing. I think. Why can you help them understand why its identity and comfort with your own identity and, and doing what you think works, doing what you think brings the revenue that you, you need to meet your goals. And im speaking from him and marketing perspective, right . So you just rinse and repeat whats worked, even if its not creative, even if it doesnt resonate, just rinse and repeat. Nobodys going to fire you for doing something that work before. Right . So lets say, you know, so its not say its not the best idea, but i think now this is going to embolden us to grow more comfortable in our identity. I think authenticity now is trendy. Rain is being well risky. Its being welcomed. I dont think it was in, in ad spaces or International Spaces before. You know, i mean, you have, you know, nigerians on youtube telling very nigerian jokes and i walk into rooms around the world and i hear people talking about, you know, youtube stars in nigeria. So, so, so our culture, now youre traveling on traveling while a music throughout travelling through our movies, mannerisms. I mean, like the entire world now knows what the word shy you means. Im referencing the new, been a boy. This was, this was a secret. You know what i mean . Like im for me for a points of them out. No more secret cry. There are no more secrets anymore, right . So, so we are now setting a global baseline in culture. So its okay to be ourselves in our ads, even when were representing international brands. I think its a, its a brave new world now, and im so excited to be a possible thing. I just said, you know, i did, id have to come in and support you because i think that self realization, a self awareness, its a journey. I think thats where the people are right now. And thats where young about, you know, young i for young herself or, you know, or not looking at it on anybody to tell their own story. But now whether this explosion of african creative on the old platform. You know, i let me get out canyon brother into the conversation because if was just up to us 3, he would never get away in such a scanner. Yes. Oh, did i miss saunders messaged us earlier . We asked what were the grey as what, what are the not so grey ad . And she says, i love nexus ensure they have ads that i love right now about cooking ads often about cooking, all appliances tend to cave. A sex is messages. But these brands subtly reverse gender roles or modify them. So were not just talking about representation, but were also talking about where are we in 2022. What are the rows are had been traditionally assigned to men and women. And what should we be looking at now . Are we seeing a revolution in the way that Different Countries on the continent and, and a public once the advertised to theodore . Yeah, so i think data speaks to that so. So john percent of consumers believe that the odds are or the stereotypes that are shown to advertisements actually are harmful to the anger generation. Which means the representation is actually false order mannerisms that are coming through, do not represent what we have in terms of our culture. So there is need to change thought in that space. So i believe in terms of the policy that has been settled, that seems to correct that and it goes in the right direction in terms of a bit of history on why ours have been sort of structured in that sense. And if we look mostly in terms of the big spenders in advertisement, we will be multi nationals. The advertising budget is purely based on the size of market. So if i look at africa as a continent, most of the all to national who love a big chunk of their turnover coming from, for example, to certain markets or south africa. And when you try to shoot a night in that sense, youll sort of encore, your advertisement. But since that theyve been a part of the advertisement, its actually quite expensive to do production. And these new day and age, what you find out is, before you put on up, you have to test and ensure that hes actually right for flight or someone else, or just as a consumer of atlanta, not as a creator. So if we do so same framing in europe, for instance, so like, oh, this market isnt not big. So were going to use a frenchman to advertise to british people that hes going to work with. Why do you do that on the african continent . So before that, that did well because that there was more to communication. Right now, social media will blog if you do that. Yeah. And people our voice right now. Yeah. So i, so thats what is happening are people are saying this doesnt represent me before then all you have to do is find a line behind the popular brand and try call to show your concern and hopefully hope you know, hoping that thatll be addressed, which probably never did, but now if i put on a post that relates it, there is also a trend it, because most of the consumers actually relate to that. So consumers actually have a strong, a voice in that sense. And thats why its critical for the representation to help. And i have to show this and because we were looking for the good and the terrible, and we found a really, really bad ad. I thought it was from the 19 seventys for it much recently now, and it actually about a malaria prescription and they were a malaria drug antiveria drug and have a look at this. And i want a real candid reactions. Lets take a look at whats wrong with this i ah, he moved to maria for only knew from shooting news from it for troy. Kimberly re on target with you. I am never going to forget that brought out idea. Baton genie is that i made. Oh no germans will like that domain. Oh, my goodness. Oh yeah, yeah. No, not really. You know, no, look, we are a growing industry. Okay. And before they were good movies coming out of hollywood, hollywood, hollywood, there were not so good movies. Okay, so, so lets be forgiving of whoever put that out and lets allow it to fade quietly into history a, is that its that it causes salon. So it, it is actually what its so bad. Its good. Yeah. All right, so, so the idea of representation that is so important, i think everybody understands that regardless of what they think about the new law thats happening on october, the 1st. How else do we create fair representation that reflects the public so that were not taking advantage of theodore . You start is the idea of inclusion, isnt it . How do we do this better . So i believe is just reflecting what the society feels is important to them. You know, so in the looking at sort of the positions, purposeful brands and where theyre like. So in regards to the role of, for example, of a woman in the society, the woman as evolved from just being housed, for example, to be someone who wants to do more for the family. So they ran down business in the future on the table at the same time. If you look for the family ambassador presentations, im looking for in terms of the key that they grew up, the want to see, you know, a black child making eating the window all day, the culprit or even to enter partnership. And thats one of the times when should be able to drive through. And you know, it goes beyond advertisement. It goes actually to the puck. So, you know, it doesnt make sense to have an advertisement, but the park has some, a different model. And you told those touch points need to be going through that in the execution of the ive got a couple of interesting reactions on youtube and i, i need your 32nd response is i can get in as many as possible. All right, more, 2486, niger and insecurity showing again thought obee thought. Why, why nobodys insecure over here. I think thats just they dont. This is about, you know, if you think you have the secure, the, maybe you have a. 7 receipt for patients may occur. So nigeria, october the says no for models, no form voiceover artist. Then the next time is kenya. Or maybe its south africa, or maybe it is gonna, i mean, i think when i drew creative, ill tell you that wed be locked out anyway. So thats not you to us. Its not like anybody. My dreams are getting work in the space of trying to get across the company. Unfortunately, i did, you know, i love my brother, but the truth of the matter is, you know, that made you be able to call this in the 1st place. Was the feeling of people being imported to take the jobs here. Yeah, thats the fundamental Energy Behind this. So reciprocity already said its not a statement. You know, nobody is in the body of the old language. Its kind of like militaristic to me. I dont see it and not just one line on this because i think this is the story that got around the world on i think we should squash it now. Actually says racism has a new meaning. This is disgusting of nigeria. A one line rebuttal. Well, nobody, you know, white people find, i think thats the beauty chris statement in the 1st place that even the, whoever picked it up is like a fake news magazine or something. Just very mis. Steve, i dont think any of the people here even ever thought about us. I can know talk about ads of nigeria and representation of ads and nigeria out this classic when 2013 that people are still talking about. Lets take a look a i i dont port. Okay, we got 93 very short ads or one very short comment idea idea, how do we take my jrs industry for creat his forward . What are your thoughts chief marketing officer m t n . I think we need to continue to own our stories on our narratives and obvious aimed of telling them i think we all need to be a little bit braver, you know, and not emulates from any other market, but understand the Consumer Behavior and not be afraid to shape the story, i think that you know, the ad space in nigeria so far as is very shy about actually influencing the way people think about products. And id like to see, you know, more brands do that. Now whats interesting area and theodore and obey is that its made us think about the ad industry. What do we want . Where are the stereotypes . How do we tackle them . What is representation mean . So from a mischievous headline as a much deeper conversation to be had re looks like where in not process of developing and teaching as what is for nigeria for the entire continent of africa. Thanking obee. Thank you area, and theodore. And for you on youtube, wang and as well are see next time they can relate. Ah, jenny, a jenny and one of necessity, a 3 Different Missions that all facing the challenge of driving on nicaragua was unpaid, runs at the mercy of its unpredictable tropical with risking. He told me the curriculum on al jazeera ah, on blue father. Ah, a mutual love of the ox. The stage is set to immortalize trading memories in a magical race against time. Witness our time mission on a jesse, you know, the latest news as it breaks. Weve been speaking to the families in, theres about 5000 People Living in this block of government class. Weve been displaced from their homes by the flesh. They come from all over sand province. We detail coverage, elder zeros, legal teeth plans to submit a case with the International Criminal court at the hey, from around the world. Just that there is here in this country a culture of fear when it comes to yall really corruption. A final farewell off the days of ceremony and emotional tribute. Queen elizabeth the 2nd will be laid to rest. It means a cups. Brittany is longer straining. Monica will be buried next to her husband. Can spinet a parents and her sister as leaders from all over the world to pay their respects, join us for life coverage of the funeral. On out to Queen Elizabeth the 2nd. A final ah cookers towns, Health Ministry says at least 24 people have been killed in fighting with chicky stone. Theyre disputed