GE Africa set out to attract over a 1,000 highly-skilled professionals from the African diaspora, primarily based in North America and Europe to take on leadership positions back in their home countries. The strategy required forging an emotional connection that reinforced the diaspora's connection to their countries of origin.
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Our research showed that loyalty, duty, nostalgia, economic and leadership opportunities, and patriotism strongly resonated with the target audience. This led us to create the campaign “It’s Africa’s Time,” a solution centered around Africa needing strong leaders to forge its future and reinforced the idea that there’s no better place for the best and brightest of the African diaspora than back in Africa.