Myriam Sidibe returns to TED global stage
Focus on business models for social impact
Professor Myriam Sidibe, Chief Mission Officer of Brands on a Mission (BoaM), has released a new TED Talk titled “Sex, Soap and Alcohol”, urging companies and philanthropies to design business models that deliver both growth and social impact.
Sidibe, known for her work on ethical business, argues that current business models are insufficient in addressing pressing social challenges in Africa, particularly those affecting women and girls. She calls for stronger partnerships between businesses, governments and communities to tackle issues such as public health, gender-based violence, and education.
“Building a better world requires a business model designed to get us there. Without this, it is just wishful thinking,” said Sidibe. “We need to use the power of credibility, partnerships, and business to build economies that work for girls, growth, and the global good.”
In her talk, Sidibe highlights three key areas where brands can contribute to positive change:
Sex and reproductive health: Sidibe highlights the health challenges facing women and girls in Africa. Each year, 8.3 million women undergo unsafe abortions, 210 000 die from pregnancy-related causes, and 42 million women with sexually transmitted infections remain untreated. Young women in sub-Saharan Africa account for 63 per cent of new global HIV infections. Through BoaM, Sidibe collaborates with governments and corporations to improve access to Sexual and Reproductive Health and Rights (SRHR). One initiative, Fatima, is an AI-driven animated character that addresses challenges such as period stigma and lack of contraception, offering solutions that restore dignity and opportunity.
Soap and hygiene: Sidibe reflects on her earlier work at Unilever, where she helped reposition Lifebuoy soap around the mission “Help a child reach five.” The campaign reached over one billion people, improved hand washing behaviour, reduced child mortality, and strengthened the brand’s commercial success.
Alcohol and gender-based violence: Sidibe cites the Carling Black Label #NoExcuse campaign in South Africa, which engaged men to challenge harmful gender norms, resulting in more men speaking out against gender-based violence and improving brand perceptions.
Sidibe concludes with a call for businesses and philanthropies to invest in Africa’s future: “When brands align with consumers to shift culture and norms - not just to sell products - real change happens.”
Watch the TED Talk here: https://q.my.na/ZGRA
Sidibe, known for her work on ethical business, argues that current business models are insufficient in addressing pressing social challenges in Africa, particularly those affecting women and girls. She calls for stronger partnerships between businesses, governments and communities to tackle issues such as public health, gender-based violence, and education.
“Building a better world requires a business model designed to get us there. Without this, it is just wishful thinking,” said Sidibe. “We need to use the power of credibility, partnerships, and business to build economies that work for girls, growth, and the global good.”
In her talk, Sidibe highlights three key areas where brands can contribute to positive change:
Sex and reproductive health: Sidibe highlights the health challenges facing women and girls in Africa. Each year, 8.3 million women undergo unsafe abortions, 210 000 die from pregnancy-related causes, and 42 million women with sexually transmitted infections remain untreated. Young women in sub-Saharan Africa account for 63 per cent of new global HIV infections. Through BoaM, Sidibe collaborates with governments and corporations to improve access to Sexual and Reproductive Health and Rights (SRHR). One initiative, Fatima, is an AI-driven animated character that addresses challenges such as period stigma and lack of contraception, offering solutions that restore dignity and opportunity.
Soap and hygiene: Sidibe reflects on her earlier work at Unilever, where she helped reposition Lifebuoy soap around the mission “Help a child reach five.” The campaign reached over one billion people, improved hand washing behaviour, reduced child mortality, and strengthened the brand’s commercial success.
Alcohol and gender-based violence: Sidibe cites the Carling Black Label #NoExcuse campaign in South Africa, which engaged men to challenge harmful gender norms, resulting in more men speaking out against gender-based violence and improving brand perceptions.
Sidibe concludes with a call for businesses and philanthropies to invest in Africa’s future: “When brands align with consumers to shift culture and norms - not just to sell products - real change happens.”
Watch the TED Talk here: https://q.my.na/ZGRA
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