fill in pack of don and unicef says 3000000 children there are in need of immediate humanitarian assistance. there an increased risk of waterborne disease drowning and malnutrition. same as robbie has more from valid she's done province. i, i d, b, i, you know, i like that on the bike as though i like to get it. i don't know, but that, oh, if the floods had spared her home, they weren't living on the side of the road. if she hadn't been sleeping so soundly, then maybe nudge massage her daughter would say my grandmother dod, the 3 year old has been missing for more than she disappeared in the middle of the night. her husband spends all day searching what are the nudge must sit and wait. so i hope i didn't make fun to make. oh gosh, i know gabrielle, i don't want money. i don't want anything. my only appeal to the government is to

reunite me with my little girl. whether she's dead or alive, i just want to see her one last time. i don't want anything else. in the name of god, what conditions must you be in? she was so small. she says they had an argument with a man in a tent nearby. maybe he took her or maybe she wandered off and drowned. either scenario is a nightmare and i don't tell someone to help her. she has no support. she doesn't have her parents. there's no one powerful in her family. whatever can be done to help this per women do it with them. here. agencies have warned children living out in the open or at greater risk of kidnapping trafficking and sexual abuse, whatever. but i mean, i must tell bonnie dog, give my children water, give them food, give them a house. they need paints. if you can't give anything house than just give us a house, my kids don't have a house left with only memories of home,

children cope with the loss and trauma as best they can. thousands of villages have been inundated by the floods in this part of below just on it. is it incredibly difficult team to try to comprehend? and if you look at the families that have been displaced, that are living now by the side of the road, they hello, that their biggest challenge is the safety of their children. their kids are out, you're living on the side of the road, exposed to the elements, insects, road traffic, the families we've met, the adults and those families tell us that their primary challenge is trying to keep their kids safe without help or some have failed. floods have made the dangers of disease, disappearance, and death, even worse, when seeing her daughter's body nudge, moustache would be easier than never seeing her again. monday, gaily, i've seen bas rather jazeera darrow le yar baluchistan pockets. thanks for watching al jazeera, i'm emily anglin, for more on our story. if you can head to our website out to 0 dot com,

you can also find extensive coverage of the passing of queen elizabeth, the 2nd ruled for 70 use the longest in british history. i'll be back at the top of the hour with more news, but for the moment, stay tuned for the stream. ah, ah, talk to al jazeera, we ask for the rebound, you speak off his clearly come get a high cost for airlines and the industry. what's going wrong? we listen, you will your heart of the armstrong in the 1970 s if you have any regrets. you know, we meet with global news makers and talk about the store be stuck on al jazeera. ah, i on semi ok the advertising, regulatory council of nigeria in spite the sample that i've never said this before

. but let's take a look about a ban that is coming up on october the 1st on the use of foreign models and voiceover artists on the jury and advertising media. with a fax from october, the 1st thank you and independence day advertising multi communication materials to make use of only idea models and voice over office. so we often during created what they thought about this new law. what has been happening in the advertising speaking man, is that a lot of tv commercials, a little print ads have been taking outside the country to be produced? and what the law is trying to do is to ensure that these treadway ensure that it protects its own market for technical content. technical talent, develop build capacity and ensure that you can foreign exchange and people keep

working. i don't think it's anything that has to do with that. if you, i just think it's a civil policy by argon, on the federal government to like i said, it, it protect the local content and does not run that. he wants to see ourselves on our screens. we wanted to tell our own stories. we want our own people representing us want people who look like us sound like us that we can relate to. so in raising the next generation of nigerians and also africans, this is really something that we need to work towards. and this is the 1st step towards that. the state of commercials on my job is what we're talking about. why do they need protecting? how best to grow the industry? you can comment on youtube. you can even put your favorite apps. right? yeah. to talk about box. i know the conversations already started won. thank you. i respect it. the new your why glorified global standards when you can appreciate

what you have, what are your thoughts, join our conversation and our panel. hello to add. yeah. hello, to fiddle and hello to obey or joining us today. idea, nice to have you. please introduce yourself. kelsey, you are what you do. hi, very nice to meet you. my name is audio, so i am the chief marketing officer of empty in nigeria mobile telecom operator casting hello. feel welcome. and can i run? my name is sharon winder and from kenner. i'm the immediate past chairman of the marketing society of turner. i'm currently a board executive at the marketing for set of can re to have you theodore, i'm joining us on the phone. we have open please introduce yourself. nice to see you. nice to see them. well enough to see, oh, be a speaker. i found a couple of payment. i'm credit industry entrepreneur. i. so this story took off internationally because of a couple of mysterious headlines. i'm a show you here. this is what should the body says as an actual nigerian,

the idea that i do in common is banning a white people from ads is just not true. white models are foreign to nigeria. of course they are naturally band. however, the band bars, anybody who simply isn't nigerian. so what we wanted to do was just to make sure that we dug a little bit deeper to find out what our can that record she counsel really wanted to say. this is what the director told us just a few hours ago. let's have a luck. lucy. in your table initials, also with an issue with this from this is more or less than just socially pushes for us. we walk, my only got one that what time does she want to make it more in the scheme of these things? so we just need to adapt. who says assistant with policies in plan

with or do to be able to get on the group platform last the last we want to develop the industry. we want to have our own advertising industry when looking at our own home town and how we can develop them theater internationally. this story blew up. what did you make of it? is it makes sense now that you've understand that the death of the story, not just the, it's no foreigners here. it's deeper than yeah, i think it's deeper than that in a looking from the sidelines or not stick the role of a nature, but more of a marketer. ideally look at their studies. it shows a majority of people do not see themselves in. it's actually only, for example, 40 percent of women can relate to that, that they see on the tv. in other sense one, in 5, people actually believe that there are reprieve presentation of the advertisement.

so actually relate to themselves as a society so. so these are these a lot that the memory structures built to advertisement bring you out and these need to change that. and i believe this is a step in the right direction in terms of building representation, inclusion of people that consumers can relate to who look like themselves and like themselves and, you know, represent beliefs similar to them. i'll definitely doesn't. yeah, i be wrong that i think, i mean look, you can hit the motive issue and that's why the reaction. but i think somebody who commented earlier called this under the sun when you talk about where each country with a population and what was talking about people not seeing themselves or not. if you go back 20 years ago, the big multinational used to just maybe from london,

one set of ads with the whole continent. so i think that's really probably back in south africa. and my way you stop preventing people much. and i know that on my my journey. so i think that's probably part of what i was heading towards. i didn't come to strengthening that because the industry is quite large. but obviously they want to make sure that you know, difficult economic times. they can go in the market. yeah, sure. i think i would love you to listen to cody moore, who is an experience p. r executive who spent some time living. i'm walking in nigeria. i wanna go beyond this by the into how does the industry operate and where is my jury in the industry? claudine told us the story said, i want you to have a listen to an intake of behind the scenes about how commercials are maiden. why does my curious it needs to be protective of its creatives, his clothing festival? a few years ago i was living and working in nigeria,

leading the communications for a my cheery in based pan african investment company. and i was tasks waive for me in commercial for the nigerian company for which i was sent to south africa. it's a film that commercial working with the south african agency. now, part of that commercial, we were having, he wants to have a young girl lying on the bed, drawing a picture of a family for which they cost a young, black south african girl as a young nigerian girl. in addition to that, the agency had given us the prop and the prop that they gave us, which was the drawing back. this little girl was this pretending to draw. they had drawn her family as white. so they had this white family that this little black girl was supposedly drawing. so i had to go ahead and color in the faces of that white family brown because it was a black,

young girl drawing pictures of her black family. but that drawn a white family and give that to me as the prop is that your pause for the massey idea. go ahead. as i looked, oh, this one's tough. no, no, no, no, no i was. i was just waiting for you to queue me in look like i, i think for me i have to sort of put my hands up and, and say look, i know this problem that we need to. so, okay, i think our shooting ads can be a very complicated process. there are many, many moving parts, and look companies under the crush of targets you want surety of success. so look, we may have relied on using resources that are a mix of being in the mix of nigerian or non nigerian ah resources. but i completely understand the direction we want to go in. right. and just to put this in a global context representation doesn't only matter in nigeria,

and in this context, if, if you look abroad, you know, look at, and the women and the bodies that are being portrayed, you know, by many brands as the ideal. it's no longer a skinny size 0 model any more, right? it's a lot more inclusive and more quote, unquote, normal bodies are being included. i don't see that as being very different from what we are trying to achieve in nigeria at the moment, or an empty and as a brand our stand by it. i mean, i think that for us, you know, operating in 20 plus countries, there is a challenge in trying to maintain brand consistency. but one of the things we have done as an idea team is continue to work towards making sure that issues that your previous guessed they're experienced. you won't happen in i ads, you know, and it is important for people to look at ads and see themselves so. so i definitely are, we are empty and definitely support this move and are willing to fully align. not

that we weren't that far out of alignment, right, but we're willing to fully align and continue to enrich that goal. an industry. this is a, a rare stream where we have ad breaks overhauled on how to on type and layman. i'm going to pay an average away, and then you can pick up immediately. i break this ad break is never forget your identity advertising hero. mere one of your favorite. and then as soon as you finish the ad ending here, ending. tell us why you like it. and why it's important, let's ha my father told me to never forget where i come from. i forget with dishes and festivals, celebrate our breach culture. our address anklets males, our arrival, our people, men, women bursting with creativity and see of

a yeah. no, definitely. i mean, i think about add, for example, speaks directly to the culture of the people and how do they need to connection because the need to be, feel from that part of nigeria. you know, if you're not even sure niger and you know, this is situated in us and i think that's what we want to be. you know? yeah. but that's it, but you don't have to, but i think also think about it like like 15. yeah. the journey of our music was moved. we used to go shoot a lot of music videos in south africa. i mean, this is about technical skills. exactly what id i would say. but over the last 10 years, but it's a lot of talent was shooting 90 percent, probably back in europe. i think it's about this. it's about, let's use local college to be developed to create a deliver these products for corporate nigeria and for me. but i think that's what

it's about in reality. i don't think it's about excluding anybody. it's about building local. i am. well, if i could just add to that please. i think now we are, we need to find more bravery and telling our own stories, right? if you years ago and i got that have probably been rejected by marketing to rise to national marketing. i'd say, why can you help them understand why its identity and comfort with your own identity and, and doing what you think works, doing what you think brings the revenue that you, you need to meet your goals. and i'm speaking from him, a marketing perspective, right? so you just rinse and repeat what's worked, even if it's not creative, even if it doesn't resonate, just rinse and repeat. nobody's going to fire you for doing something that work before. right? so not to any. you know, so it's not say it's not the best idea, but i think now this is going to embolden us to grow more comfortable in our identity. i think authenticity now is trendy. rain is being well risk. it's being

welcomed. i don't think it was in, in ad spaces or international spaces before. you know, i mean, you have, you know, nigerians on youtube telling very nigerian jokes and i walk into rooms around the world and i hear people talking about, you know, youtube stars in nigeria. so, so, so our culture, now you're traveling on traveling while a music throughout travelling through our movies, mannerisms. i mean, like the entire world now knows what the word shy you means. i'm referencing the new, been a boy. this was, this was a secret. you know what i mean? like i'm for me for a points of them out. no more secret right? there no more secrets anymore, right? so, so we are now setting a global baseline in culture. so it's okay to be ourselves in our ads, even when we're representing international brands. i think it's a, it's a brave new world now, and i'm so excited to be a possible thing. i just said, you know, i did, i did have to come in and support you because i think that self realization,

the self awareness, it's a journey. i think that's where the people are right now. and that's where young about, you know, young i for young herself or, you know, or not looking at it on anybody to tell their own story, but not whether this explosion of african creative on old plan for her. you know, i let me get out tongue in brother into the conversation, because if you was just up to us 3, he would never get away said yes. oh, did i miss saunders messaged us earlier? we asked what were the grey as what, what are the not so grey ad? and she says, i love nexus ensure they have ads that i love right now about cooking ads. often about picking all appliances tend to cave. a sex is messages. but these brands subtly reverse gender roles or modify them. so we're not just talking about representation, but we're also talking about where are we in 2022. what are the rows are had been

traditionally assigned to men and women. and what should we be looking at now? are we seeing a revolution in the way that different countries on the continent and, and a public once the advertised to theodore? yeah, so i think data speaks to that so, so john percent of consumers believe that the odds are or the stereotypes that are shown to advertisements actually a harmful to the anger generation. which means the representation is actually false . order mannerisms are coming through, do not represent what we have in terms of our culture. so there is need to change that in that space. so i believe in terms of the policy that has been set up, but seems to correct that and it goes in the right direction in terms of a bit of history on why ours have been sort of structured in that sense. and if you look mostly in terms of the big spenders in advertisement, we pool be multinationals. the advertising budget is purely based on the

size of market. so if i look at africa, the continent, most of the national love, a big chunk of that tunnel, becoming for, for example, the thought on market to south africa. and when you tried to shoot or not in dotson, you'll sort of encore, your advertisement. but since now they've been about advertisement, it's actually quite expensive to do production. and these new d, n h, what you find out is, before you put on up, you have to test and ensure that he's actually the rightful flight of my house. he just as a consumer of the not as a creative. so if we show the same for me in europe, for instance, so like, oh, this market isn't not big. so we're going to use a frenchman to advertise to british people. that's going to work. why do you do that on the african continent? so before that i did want to go that there was not to a communication right now social media will blow up if you do that. yeah. and people voice. right? and so, so that's what is happening. people are saying, do represent me before then all you have to do you find a line behind

a pack of brun and try culture, show your concern and hopefully hope you know, hoping that that will be addressed, which probably never deep. but now if i put on a poster relates, the reason i trend is because most of the consumers actually relate to that. so consumers actually have a strong voice in got sense, and that's why it's critical for the representation to up. and i have to, so this ad, because we were looking for the good and the terrible. and we found a really, really bad ad. i thought it was from the 970 for it's much recently that it's actually about a malaria prescription and malaria drug actual area drug have to look at this. and i want a real candid reaction. just take a look. what's wrong with that? ah,

maria flew from shooting go lease from it for troy. kimberly we are on target with you i and never gonna forget that product idea. genie is that i made. oh and i jones will like that. i and goodness. oh yeah, yeah. so i'm not really, you know, not, look, we are a growing industry. okay. and before they were good movies coming out of hollywood, hollywood, hollywood, there were not so good movies. okay. so, so let's be forgiving of whoever put that out and let's allow it to fade quietly

into history a, is that it's that it causes a, it, it, it is actually what is so bad. it's good. yeah. all right, so, so the idea of representation that is so important, i think everybody understands that regardless of what they think about the new law that's happening on october, the 1st. how else do we create fe representation that reflects the public so that we're not taking advantage of theodore? you start is the idea of inclusion, isn't it? how do we do this better? so i believe is just reflecting what the society feels is important to them. you know, so looking outside of the positions, purposeful brands and where they're like. so in regards to the role of, for example, of a woman in the society, the woman as evolved from just being a housewife, for example, to be someone who was to do more for the family. so they ran down business. if you took the table at the same time with you look for the family and that's

a representation i'm looking for in terms of the key that they grew up. the want to see, you know, a black child making eating window all day. the corporate, or even to enterprise ownership and also the ties my should be able to drive through. and you know, it goes beyond advertisement. it goes actually to the puck. so, you know, it doesn't make sense to have an advertisement, but the park has some, a different model. and you told those touch points i need to be going through that in the execution of the i've got a couple of interesting reactions on youtube and i, i need your 32nd responses i can get in as many as possible. all right, more, 2486, niger and insecurity showing again thought obee thought. why, why nobody's insecure? i think that's just, they don't, this is about, you know, if you think the secure, the, maybe you haven't met and. 7 recada, reciprocation may occur. so nigeria, october, the 1st no form models, no foreign voiceover office, then the next time is kenya. or maybe it's south africa, or maybe it is gonna,

i mean, i think when i drew creative, i'll tell you that we'd be locked out anyway. so that's not you to us. it's not like anybody. my dreams are getting work space. a friend of mine across the company . unfortunately, you know, i love my brother, but the truth of the matter is, you know, that makes you that evil to cause this in the 1st place was the feeling of people being important to take the jobs here. yeah, that's the fundamental energy behind it. so reciprocity already said it's not a statement. you know, nobody is in the body of the old language. it's kind of like militaristic to me. i don't see it and not just one line on this because i think this is the story that got around the world on i think we should squash it now. actually says racism has a new meaning. this is disgusting of nigeria. a one line rebuttal. well, nobody know white people that i think that's

a beauty because statement in the 1st place that even the whoever picked it up is like a fake news magazine or something. just very mis steve, i don't think any of the people here even ever thought about that. i can know, talk about ads of nigeria and representation of ads and nigeria out this classic when 2013 that people were still talking about. let's take a look. a i i don't port i can we got 90 seconds

a 3 very short ads or one very short comment from idea idea. how do we take my jr's industry for creat is forward? what are your thoughts, chief marketing officer empty n? i think we need to continue to own our stories on our narratives and i'll be ashamed of telling them i think we all need to be a little bit braver, you know, and not emulates from any other market, but understand the consumer behavior and not be afraid to shape the story, i think that you know the ad space in nigeria. so 5 is very shy about actually influencing the way people think about products and, and i'd like to see, you know, more brands do that. now what's interesting area and theodore and obey is that it's made us think about the ad industry. what do we want? where are the stereotypes? how do we tackle them? what is representation mean? so from a mischievous headline as a much deeper conversation to be had re looks like where in not process of

developing and teaching as well, just for nigeria for the entire continent of africa, thanking obee. thank you. area and theater. and for you on youtube wearing as well are see next time they calculate. ah september on al jazeera world leaders from a 193 members states gather the united nations general assembly with the war in ukraine and the global cost of living quite a bit high on the agenda. up front returns more, more hill top through the headline to challenge the conventional wisdom italy votes

. the right wing party for tele, this idea is ahead in the polls could a decisive victory overcome the gridlock faced by recent government. the listening post examines and dissects the world media how they operate, and the stories they cover with rising prices, causing hardship and discontent across the globe. we report on the human cough attempt a tackling the crisis september on al jazeera. from breaking down the headlines to exposing the powers attempting to silence reporting. the listening post doesn't just cover the news. it covers the way the news is covered on al jazeera. ah, each and every one of us has got a responsibility. to change our personal space. for the mirror a, we could do this experiment and biodiversity could increase just

a little bit that wouldn't be worth doing. anybody had any idea that it would become a magnet who is incredibly rare species for women to get 50 percent representation in the constituent assembly. here in jenny, this is pick up to collect a extremely important service that they provide to the city. why do we need to take america to trying to bring people together and trying to deal with people who left behind ah who. oh.