Transcripts For ALJAZ The Stream 20220918

America, with headlines and our desert ukraines president says theres evidence of widespread torture. As more bodies are found a mass burial site in the countries east, the city of vizier was reclaimed from Russian Forces last week. The czech republic, which holds the e u presidency, is calling for an International War crimes tribunal cali. Uncle bonded to call a bonnie keenly, apparently glen machine. And now as the occupiers fled, they also dropped a torture device in a slippery even at the railway station. We found a room for torture on tools for electric torture, coin envelope of both. Hulu is just a train station. Crew torture was a wide spread practice in the occupied territory. That is what the nazis did. We will establish all the identities of those who tortured our people who brought this atrocity from russia to our ukrainian land. Yes, President Joe Biden has warned russia against using chemical or Nuclear Weapons in ukraine. 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There have been border skirmishes between the 2 nations ever since they gained independence of the breakup of the soviet union. 1991 and Queen Elizabeth 8 grand children have held her vigil around her coffin as she lies in state at Westminster Hall the vigil full as a similar appearance by king charles his siblings. On friday night, thousands of people have been king in london for many hours to pay to pay their final respects ahead of monday sooner the queens coffin has been displayed to the public since wednesday. Now those are the headlines. The news will continue here on out 0 after the stream, and you can also keep up and out 0 dont from sears. For miles is it on the go and need to know out is there is all new mobile app is there for you. This is where we dissects online. To find with out is there is a mobile app available in your favorite app store. Just set for it and tapped mode. The new app from al jazeera new at you think it it with i am from you. 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 effect for october, the 1st as i drew in Independence Day advertising multi communication materials i to make use of only i jury models and voice over artists. So we asked him during creat 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 taking outside the country to be produced. And what the law is trying to do is to ensure that the spread 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 victim 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 theres nothing wrong with that. We wanted 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 journey is what while talking about, why do they need protecting . How best to grow the industry . You can comment on youtube. You can even put your favorite ads. 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 audio, so i am the chief marketing officer of emptying Nigeria Mobile Telecom Operator casting. 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 can. 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 luck lucy. In holding a table near, also with an issue with this, this is more or less than i just socially pushes for us. We want a scene, we want to make it more in the scheme of things. So we just need this beautiful aust. Luca in that puts his assistant with policies in plan with or do to be able to meet on the Group 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 an age urine. But more of a marketer, ideally look at the studies, it shows a majority of people do not see themselves unites 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 advertisements actually relate to themselves as a society. So. So these are, theres a lot that the memory structures built 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, sound 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 hit the motive issue and thats why the, the reaction. But i think somebody who commented earlier called this under the sun when you talk about where each country with a Huge 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, one set of ads with the whole continent. So i think thats really probably back south africa. And my way you stop preventing people much. And i know that on my cell phone is my dirt. So i think thats probably part of what i was heading towards. I didnt come to strengthening 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. I think i would love you to listen to the quote, the more has an experience p r. Exactly. 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 the story that i want you to have a listen to. An intake of behind the scenes about how commercials are made and why does my curious 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 cheery in based pan African Investment company. And i was tasks wade, show me a commercial for the Nigerian Company for which i was sent to south africa to film that commercial, working with the South African agency. Now, part of that commercial, we were having, he wants to have a young girl lying on the bed, drawing a picture of a 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 this pretending to draw. They had drawn her family as white. So they had this white family that this little black girl was supposed to be 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 is 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 and 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 the ad 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 color, dress anklets mouse nowhere arrival our people, men, women bursting with creativity and of a yeah, no, definitely. I mean, i think that actually speaks directly to the culture of the people and how do they need to connection because you need to be, 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 think 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 what should be 90 percent . Probably back in europe. I think its about this. Its about lets use local talent to be 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 me 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 marketers 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 risk. 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, right . 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, i just have to come in and support you because i think that self realization, the 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 not 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. So just give yes. Oh, did i miss saunders messaged us earlier . We asked, what were the great as what, what are the not so grey ad . And she says, i love nexus and or 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 through advertisements actually 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 tumbled a policy that has been settled, but seems to correct that and it goes in the right direction in terms of a bit of issue 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 pool be multi nationals. The advertising by that 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 southern markets or south africa. And when you try to shoot a night in that sense, youll sort of anchor 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 is actually the rightful flight, little search around. So just as a consumer of atlanta, not as a creator. So if we do so same framing in europe, for instance, so was 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 blow up if you do that. Yeah. And people our voice right now. Yeah. So, 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 that will be addressed, which probably never did. But now if i put on a post that relates, there is also a trend it, because most of the consumers actually relate to that. So consumers actually have a stronger 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 its much recently that 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 lease from troy. Kimberly re on target with, you know, i and never gonna forget that product idea. Genie is that i made all my jillions will like that. I mean, elaine 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 bollywood. 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 a it, it is actually what is 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, i believe is just reflecting what does society feels is important to them. Yeah. So in the looking at sort of their positions or purposeful brands and where they lay. So in regards to the role of, for example, of a woman in the society, the woman as evolved from just being a housewife, for example, to be someone who wants to do more for the family. So they ran down businesses, they sit on the table at the same time. Were still luca for the family and thats a representation theyre looking for in terms of the key that they grew up to want to see a black child making it in the middle. All day they incorporate joy into interpret noise and thats what advertisement should be able to drive through. And you know, it goes beyond advertisement, it goes actually to the park. So i know it doesnt make sense to have an advertisement, but the parker has a some, a different model. And its all those touch points i need to be considered in this execution. Or they have got a couple of interest to watch with a 32nd response. Is that under as many as possible. All right, more talk for a 5th nigerian insecurity shelling again. Thought over that. Why, why nobodys insecure over here . I think thats just they dont. This is about, you know, if you think you have a secure the maybe you have a. 7 receipt for patients may occur. So nigeria october the 1st no for models, no foreign 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, you know, i love my brother, but the truth of the matter is, you know, that makes 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, nigeria, 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 create his forward . What are your thoughts, chief marketing officer m t n . I think we need to continue to own our stories or not narratives and obvious shamed 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 flies is very shy about actually influencing the way people think about products and, and id like to see, you know, more brands do that. Now whats interesting area and theodore and o b 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, we 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 theater. And for you on youtube, wang and as well, i see next time they calculate. Ah frank assessments, how much support is there for st protest that weve seen in hotel across the rest of the country . The street has been, has been very good. Thats happening into the core concerns of people across the country, informed opinions we will say more of what is happening is that Climate Change it making them work in depth analysis of the days global headlines drug. He is credited by some way where they were storing italys credibility this critics would say he couldnt play the part of a politician. What do you think went wrong inside story on al jazeera . I care about how the us engages with the rough, the world. I cover foreign policy, national purity, this is a political em house. Heres the policy. What are we telling the good story . Were really interested in taking you in to a place that you might not visit otherwise. And to actually feel as if you were there, the well capital b chance on 2 months, as the main event gets closer out. Here it is here. Every step of the way. Im going to get with updates with fans across the globe. Things can expect some strong support here in customer with the spotlight on north and Central America can canada build on that personally, finishing qualifying poll will the us, mexico will costa rica rise to the occasion. The world cant count down on al jazeera when the news breaks, you are wrong here. More intense wild fires that the best Case Scenario is this, when people need to be heard. And the story told it was exciting to have this icon of the line be shown to everyone. With exclusive interviews, an in depth report approaches awful damage to the bottom and al jazeera has teens on the ground to bring you more Award Winning documentaries and lives. Ah. Ukraines presence as widespread evidence of torch has been found in a city retaken from Russian Forces