Aduna World

Radi-Aid: Africa For Norway

The portrayal of Africa in the West is all too often clichéd and patronising, re-enforcing stereotypes of a continent riddled with wars, corruption and disease. Negative press coverage and charity appeals that use exploitative imagery perpetuate an out-of-date perception of Africa that is negatively impacting on trade, investment and tourism.

The reality of course is enormously different. Wherever you look in Africa today you see innovation, creativity, economic growth and entrepreneurship. Aduna is one of a growing movement of initiatives and brands seeking to transform perceptions of the continent by telling another side of the story.

Radi-Aid is just one of these initiatives. Created by a group of Norwegian students and other institutions, Radi-Aid is a faux development campaign asking Africans to unite to save Norwegians from dying of frostbite during the cold winter months by donating their radiators. Its spoof music video is a brilliant satire of the fundraising videos that are never too far from Western screens calling for aid for Africa. 

Asking viewers to "imagine if every person in Africa saw the “Africa for Norway” video - and this was the only information they ever got about Norway. What would they think about Norway?" A highly impactful, thought-provoking campaign that forces the Western world, and particularly our media, to reflect on the impact a negative narrative on Africa can have.

To find out more, visit the Radi-Aid website or read below "what they want":

  1. Fundraising should not be based on exploiting stereotypes.
    Most of us just get tired if all we see is sad pictures of what is happening in the world, instead of real changes.

  2. We want better information about what is going on in the world, in schools, in TV and media.
    We want to see more nuances. We want to know about positive developments in Africa and developing countries, not only about crises, poverty and AIDS. We need more attention on how western countries have a negative impact on developing countries.

  3. Media: Show respect.
    Media should become more ethical in their reporting. Would you print a photo of a starving white baby without permission? The same rules must apply when journalists are covering the rest of the world as it does when they are in their home country.

  4. Aid must be based on real needs, not “good” intentions.
    Aid is just one part of a bigger picture; we must have cooperation and investments, and change other structures that hold back development in poorer countries. Aid is not the only answer.



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