General World

CNN out with new Dangote campaign

A new branded content campaign on CNN TV, digital and social media platforms is showing global audience some of the many ways that Dangote Industries is impacting people in African communities and industries.

The ‘Touching Lives’ campaign, which starts airing on TV this month, has been conceived and developed by CNN International Commercial’s branded content studio, Create, as part of the extended partnership between Dangote Industries and CNN, a statement indicated on Thursday.

It said the partnership which was announced last year  also included sponsorship within CNN Marketplace Africa and Dangote being the first African brand to be part of the Great Big Story.

The President, Dangote Group, Aliko Dangote,  was quoted to have said,  “Our investment in agriculture is anchored on two basic thrusts;  to key into Nigeria’s agriculture transformation agenda which make food’s self-sufficiency a clear priority;  to touch the lives of the people by providing their basic needs.

“Therefore, our venturing into rice cultivation just as we did in sugar is to achieve self-sufficiency and eliminate the $2bn spent annually on rice importation and thousands of job losses. Our social impact is further felt in the well-being of our various host communities through infrastructure development and provision of employment opportunities with our unprecedented life-changing projects

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