BIC, Yemi Alade partner to drive educational initiatives in Nigeria

To support cultural and educational values as well as assist more students in learning, BIC recently partnered with songwriter and education advocate, Yemi Alade.

The partnership includes additional education-based initiatives to further the brand’s commitment to improving learning conditions for 250 million students by 2025.

Together with BIC, Alade will tap into her extensive experience as an artist and advocate to inspire self-expression, creativity, and a passion for learning in young Nigerian and West African students.

The partnership kicked off during the back-to-school season in Nigeria, with the debut of the third instalment in BIC’s original video series, ‘Get A Pen You Can Rely On’, which highlights the importance of having high-quality and reliable writing products, both within and outside the classroom.

Speaking with The Guardian, Alade said: “As a Nigerian, education enthusiast, Victory Grammar School and University of Lagos graduate, I am ecstatic about the upcoming initiatives with BIC that aims to develop and shed light on the importance of education in Nigeria and West Africa. Partnering with BIC was purposeful and fun, as I continue to aim to positively impact upcoming generations.”

Commenting on the campaign, General Manager at BIC Nigeria, Guillaume Groues, said: “We are proud to be working with Yemi on our new back-to-school campaign. Her passion for education and experience as a goodwill ambassador for United Nations Development Programme (UNDP) make her an ideal partner.

The brand has demonstrated its commitment to education through various initiatives, including Global Education Week; BIC Cristal Pen Awards; partnership with Enactus; and its ongoing work through the company’s philanthropic arm, the BIC Corporate Foundation.