Pinky Ghelani (left) and Mercy Masika (right) engage with journalists at the LuQuLuQu media breakfast
16 November, 2017. UNHCR, the UN Refugee Agency, has launched the LuQuLuQu campaign; a collaborative effort by the UN Refugee Agency and prominent African personalities and companies to promote the principles and values of sharing responsibility for one another, and sharing resources, in support of the families forced to flee conflict and violence in Africa.
The term “LuQuLuQu” draws on the Africa philosophy of “Ubuntu”, “Ujamaa”, or “yi bi ma” – the spirit of sharing resources and caring for one another. It is a borderless movement that aims to redefine a better way of giving and involve for the first time on a global level, individuals to recreate the narrative of the African refugee.
The idea behind the campaign stems from the realization that African audiences generally empathize with refugees but previously had no established mechanism to demonstrate their support for the displaced.
UNHCR conceived the LuQuLuQu movement to provide a platform that allows audiences to see their contributions have an impact on refugees. Working closely with African personalities and companies, the movement urges the public to take ownership of shaping the narrative on the displaced in their midst through simple everyday philanthropic actions to promote self-reliance and independence, and in so doing, empower refugees.
At the launch of the LuQuLuQu campaign in Kenya, the campaign’s high level influencers, Pinky Ghelani (left) and Mercy Masika (right), attended a media breakfast event held at the Intercontinental Hotel in Nairobi. The event attracted numerous media outlets and coverage in print media, television shows, and radio.
Philip Odary from UNHCR’s Private Sector Partnerships Unit, presents on the vision of the LuQuLuQu campaign at the Intercontinental Hotel.
Philip Odary, UNHCR Private Sector Partnerships Unit, spoke to attendees about the innovative LuQuLuQu campaign – explaining how each individual, company, foundation or organization can help contribute by investing in the lives of families forced to flee within the region. In his address, Philip iterated that as individuals, Africans can support fellow Africans to solve the ever increasing refugee crisis in the region: “We don’t want to just feel empathy for refugees, we want people to concretely come up and say yes this challenge is within our borders and yes we can do something about it,” he said.
The LuQuLuQu campaign is a multi-year initiative that will engage supporters via social and digital media, press media and overall public events and activities to stand in support of forced displaced families.
Already the campaign has received support from the likes of Capital FM, who have engaged listeners to rally support for the campaign.
The LuQuLuQu campaign is launching in 6 countries in Africa in its initial phases. These countries are Senegal, Ghana, Ivory Coast, South Africa, Nigeria and Kenya. So far the campaign has launched in Ghana, Ivory Coast and Kenya.
For more information on the LuQuLuQu campaign visit www.luquluqu.org and like the campaign’s social media channels:
Twitter: @LuQuLuQu Tribe
Facebook: The Luquluqu Tribe
To support families forced to flee their homes because of violence, conflict or persecution, please donate via Mpesa paybill number: 329378, account: LuQuLuQu