for a resumption of re unions of families separated by the korean war on route to day, the south korean government offers talks with north korea to discuss a reunion of separated families. come bunker. such a prospect seems as remote as ever given the current freeze into korean relations south korea's ruling party has condemned the north declaration as a threat to the south and the international community accusing pyongyang of causing its own isolation and resulting sanctions. and kim jung, of using nuclear threats to protect his regime. once again, north korea seems to be showing the more it feels threatened by what it perceives as a hostile world, the more determined it is to hold on to its nuclear arsenal. rob mcbride al jazeera, so the camber's government is investigating whether the deaths of dozens of children from kidney failure and recent months, a link to a paracetamol syrup al jazeera nicholas hark reports. pictures of 2 and

a half year old mohammed before his parents took him to the hospital, he had killed sweat and a temperature that wouldn't drop. the doctor's administered a paracetamol syrup and discharged the young boy for the future wouldn't go away. it got worse. so again, they gave him the syrup 6 days later, young mohammed died from kidney failure. it was then for her to accept as we don't have any choice you did your best and go to the hospital at the end of the dallas. no treatment that we can see what he was there, we are teaching him on malia before knowing that it was there. and i tell you, so it was very disturbing. unscathed to get his health ministry says at least 40 children have died from kidney failure since june. health authorities fear the paracetamol syrup meant to stop the children's fever may have killed them. they haven't ruled out the possibility of an e call i outbreak either. the bacteria could be found in meat or dirty water. the

country is experiencing the worst flooding in 50 years. sewage water is overflowing and water bone diseases and bacteria spreading. what do we have an increase in the kidney injury fully and use 11 machine on daddy? so our initial investigation is sure most likely equal yet into 5017 equals less toxin producing one was for the investigation. so is that there would be a link between the text in this class which have been sent sent to different investigation. for now, the government has ban pharmacies from tele paracetamol. sarah, the health authorities and jam. yeah. do not have the facilities to test the paracetamol syrup so they've sent some sample to the car and neighboring synagogue

. researchers here are trying to find out whether the sample has been contaminated or tampered way in hospitals. medical staff are prescribing alternative piracy to most to sick children, but the unexplained death has brought fear to parents, leaving them wondering whether bringing their children to hospital will make the better or not. nicholas hawk al jazeera in doha, i made room for the gun. thanks for watching, but he was continuously on al jazeera after the stream. next, beneath the surface lies a darker side in british politics. i'm exclusive al jazeera investigation coming scene. i think i am from the okay. the advertising regulatory council of nigeria in spite this effort that i've never said this before. but let's take a look about

a band that is coming up on october. the 1st on the use of foreign models and voiceover artists on the nigerian advertising media. or with the fact from october, the 1st i sent you an independence day. advertising marketing communication materials are to make use of only i jerry a models and voice over artists. so we asked and i geron 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 taken outside the country to be produced? and what the law is trying to do is to ensure that the spreads will 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 here,

but i just think it's a simple policy by argon, on the federal government to like i said, it, it protect the local content and there's nothing wrong with that. he wants to see ourselves on our screens. we wanted to tell our own stories we want and 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 all my j as well talking about why do they need protecting? how best to grow the industry? you can comment on youtube. you can even put your favorite ads. right? yeah. to talk about. but i know the conversations already started one. thank you. i respect it, the new your why glorify global standards when you can appreciate what you have,

what are your thoughts? join our conversation and our panel, hello to ada. hello, to fiddle and hello to obey or joining us today. idea, nice to have you. please introduce yourself. kelsey you are what it is. 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 fidel welcome. in case i run, my name is sharon wander from kenner. i'm the immediate past terminal to marketing society of turner. i'm currently a board executive at the marketing for side of june. right to have you, theodore, and joining us on the phone we have open. please introduce yourself. nice to see you. nice to see them. well, not a valid payment. i'm credit industry up to put up. all right, 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 actor, nigerian,

the idea that my doing government is banning white people from ads is just not true . white models are foreign to nigeria. of course they are naturally bad. 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 all can that record he council really wanted to say, this is what the director told us just a few hours ago. let's have a look, a table initials, a initial morton, a this from this is more or less than i just socially pushes for us. we walk around and g, a, c. we want to make it more in the scheme of these things. so we just need to adapt to says, assisting with the building new policies in

plan with or do to be able to compete 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, theodore 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 steeper than me. i think it's deeper than that in a looking from the sidelines or not stick the role of a nigerian, but more of a marketer. ideally, look at the 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 their

advertisements actually relate to themselves as a society so. so these are, there's a lot that the memory structures built through 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, sound like themselves and, you know, represent beliefs similar to them. i'll definitely doesn't. yeah, i be wrong. i i think, i mean, look, you can only have the most have issue, and that's why the reaction. but i think somebody who commented earlier called this on the time when you talk about where each country with a population and what we're talking about people not seeing themselves or not. if you go back 20 years ago, the big multinational used to just maybe from london,

like one of us with a whole continent. so i think that's really probably back 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 our home was heading towards. i didn't come to strengthening that because the industry is quite large. but obviously they want to make saw that difficult economic fine. they can go in the market. yeah, sure. i think i would love you to listen to cody more who's an experience p r. exactly. who spent some time living? i'm walking in nigeria. i want to go beyond this by the into how does the industry operate and where is my jury in the industry? claudine told us the story that i want you to have a listen to an intake of behind the scenes about how commercials a maiden. why does my curious silver 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 waived 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 that part of that commercial. we were having the ones to have a young girl lying on the bed, drawing a picture of her 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 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 given that to me as the prop is that your poor survey mattie idea, go ahead. how do i look? 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 and 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 um 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. don'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, to fully ally, not that we were not far out of alignment,

right. but we're willing to fully align and continue to enrich that local industry . this is a rasping where we're at. you have ad breaks over, hold on, hold on tight and layman. i'm going to pain right away and then you can pick up the movie off the app, right? this app brake is never forget your identity advertising hero mia. one of your favor, 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 helen the my father told me to never forget where i come from. i never forget with dishes and festivals. celebrates are breach cultural co addresses, anklets males, nowhere arrival our people, men, women bursting with creativity and

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, but even if you're niger and you need to be low, 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 16. yeah. the journey of our music was moved. we used to go should 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 pilot was shooting 90 percent, probably back in europe. and i think it's about this. it's about let's use local calling to develop, to create and 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. so why can you help them understand why it's 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 let's say, 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 drop traveling 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? 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'd 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 africa and all young. i mean, self or, you know, or not looking at it on their way to tell their own story, but not whether this explosion of african creative on old clapham. you know, i let me get out hanging brother into the conversation because if you was just up to us 3, he would never get away in such a race. oh, i'm lucky is saunter messaged us earlier. we asked what were the grey as what, what are the not so grey as? and she says, i love nexus a nor they have ads that i love right now. there about a cookie as often about cooking or 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 roles 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 the public wants to be advertised to theodore? yeah, so i think data speaks to that so, so john percent of consumers believe that the ads are the stereotypes that are shown through advertisements actually are harmful to the anger generation. which means the representation is actually false order mannerisms that 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, that seems to correct that in it goes in the right direction in terms of a bit of history on why ads have been sort of structed in that sense. and if you look mostly in terms of the big spenders in advertisement, we will be multi nationals. the advertising by that is purely based on the

size of market. so if i look at africa as a continent, most of the all to national who love a big chunk of their turnover coming from, for example, the southern markets or south africa. and when you try to shoot a night in that sense, you'll sort of anchor your advertisement in that sense that they've been a part of the advertisement. it's actually quite expensive to do production. and these new d, n h. what you find out is before you put on that, you have to test and ensure that he's actually right for flight that's around. so just as a consumer that i want to know as a creator. so yeah, sure thing. framing in europe, for instance, 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 is why, why do you do that on the asking content. so before that, that did what we got, that there was more to a communication right now. social media will blog if you do like, yeah, and people our voice right now. yeah. so, so that's what is happening are people are saying this doesn't repeat on me before

then all you have to do is find a line behind the popular brand and try call to show your concern. and hopefully, oh, you know, hoping that that'll be addressed, which probably never did. but now if i put on a post that relates it, there is an oil transit 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 show 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 19 seventy's for it much recently now, and it actually about a malaria prescription and, and we were a malaria drug anti malaria drug and have a look at this. and i want a real candid reactions as take a look. what's wrong with that? ah

ah, let maria flu in your from shooting go, loosen it troy kimberly re on target with policeman hill. i are never going to forget that brought out idea. genius that i made all my jillions will look like that i. oh my goodness. oh yeah, yeah. so i'm not really, you know, no, look, we are a growing industry. okay. and before they were good movies coming out of hollywood, hollywood bollywood. 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 fair representation that reflects the public so that we're not taking advantage of them? 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. yeah, so in looking at sort of the positions of purposeful brands and where they lay. so in regards to the role of, for example, of a woman in the society, the woman as evolved from just being a house. i, for example, to be someone who wants to do more for the family. so they ran down businesses. they sit on the table at the same thing with the luca for the family. and that's

a representation they're looking for in terms of the key that they grew up. they want to see, you know, a black child making it in the middle, all the, the incorporate or even to interpret noise. and that's what advertisement should be able to drive through. and you know, it goes beyond advertisement, it goes actually to the park. so i, you know, it doesn't make sense to have an advertisement, but the park has a somewhat different model. and it's all those touch points that needs to be considered in this execution. or they have got a couple of interest to watch with. and i, i need a 32nd response is i can get as many as possible. all right, more talk for a 5th nigerian insecurity shelling again. thought over that. why, why nobody's insecure? i think that's just they don't. this is about, you know, if you think you have to secure the maybe you haven't met and. 7 ricardo reciprocation may occur. so nigeria, october, the says no for models, no foreign voiceover artist. 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 in the space of trying to get across the company. unfortunately, i didn't, you know, i love my brother, but the truth of the matter is, you know, that makes you been able to call this in the 1st place. was the feeling of people being imported 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, you know, white people, 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, nigeria and representation of ads. nigeria out this classic when 2013 that people are still talking about. let's take a look a i i don't port. okay. we got 93 very short ads or one very short comment idea

idea, how do we take my juniors industry for creative forward? what are your thoughts, chief marketing officer m t 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 flies is very shy about actually influencing the way people think about products. and i'd like to see, you know, more brands do that. now what's interesting and theodore and open 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 theodore. and for you and you, chief wang as well are see next time they carry like ah, ah, getting close to the people most affected by those in power is often dangerous, but it's absolutely vital if the story is to be told. a push to fall forward is returned to the front line. now the smell of death is overpowering. a lot of the stories that we cover heidi conflicts, so it's very important that we make them as understandable as we can do as many

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