Yemi Alade

Firm partners Yemi Alade, drives cultural, brand initiatives

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Leading stationery, lighters, and shavers producer, the BIC, has announced its partnership with Nigerian singer, songwriter, actress, and education advocate, Yemi Alade.

The partnership, facilitated by Trace Studios, began during the back-to-school season in West Africa with the debut of the third installment in the 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 inside and outside the classroom.

The partnership includes additional education-based initiatives to be announced that will unfold throughout the season, furthering the BIC’s commitment to improving learning conditions for millions of students by 2025.

Speaking on the new achievement, Yemi Alade said, “As a Nigerian, education enthusiast, and a Victory Grammar School and University of Lagos graduate, I am ecstatic about the upcoming initiatives with the BIC that aim to develop and shed light on the importance of education in Nigeria and West Africa.

“Partnering with the BIC on this campaign was purposeful and fun, as I continue to aim to impact upcoming generations positively.”

Commenting on the campaign, the General Manager at the BIC Nigeria, Guillaume Groues, said, “We are extremely proud to be working with Yemi on our new Back-to-School campaign, an exciting and first-of-its-kind collaboration in West Africa for the BIC. Her passion for education and experience as a Goodwill Ambassador for the United Nations Development Programme makes Yemi an ideal partner. With her help, we look forward to fostering a love for education this Back-to-School season in Nigeria and beyond.”

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