for him promise banana you and refugee agency gave us 50 workers to help us. but the truth is that with these overwhelming numbers 30400 or more every day, we would need at least double that number that he was not alone in his struggles to deal with refugees. other countries in the region, including the united states, are also addressing what has become a major problem as people for violence or political refresher at home without a major international push to assist or a countries like costa rica families like ali 100, will continue to struggle. allison and be at the edges. yes, of course. she has have arrived back in india, nettie 70 years after they became extinct. this is the moment the india prime minister released to the animals into a quarantine enclosure. in one of the national talks in central india. they were relocated from the movies in southern africa, and other 12 are expected next month. it's hope the population will grow from there

. ah, let's take you through some of the headlines now. ukraine's president says investigators have found evidence of torture among bodies in a mass burial 5 in the city of a z and hundreds of bodies were found after troops recaptured the area from russian forces. the un is sending human rights smallest the city to assess evidence of possible war crimes. what the need has more like that as city as been under russian occupation since the beginning of march. or when they went in there, apparently they found little resistance, but ukrainians all along knew it. it was very important to get it back simply because that city basically was a logistical hub for the russians, very important for their military operations for re supplying their troops in the

north of the dumbass region, which is according to president putin. the ultimate goal of this war, dozens of people have been killed in fighting this week along the border between kyrgyzstan and to gk. stan, no major incidents were reported overnight, but a cease fire was reportedly violated on friday. could, augustine has declared a state of emergency in the back can border region armenia, and as that of a jayla blaming each other for a flare up in violence this week on their border. more than 200 soldiers have been killed. russia mediated the seas 5 that appears to be holding rescue teams have been deployed in italy's mckay region where at least 19 people have died during heavy rain and flooding. the coastal region saw half its usual annual rainfall in just a few hours. fire fighters are clearing land slides, helping people trapped in their homes and cars. britons, king charles is made

a surprise visit to crowds waiting to view the queen's coffin lying in state. the king was joined by his son, prince william thousands continues a que in london to pay their respects to queen elizabeth the 2nd at westminster hall the stream. now this was a young woman, the likes of which we've never seen. this is important. this is historic. from breaking down the headlines to exposing the powers attempting to silence reporting, we're seeing really your freedom with being threatened and attacked, but is basically criminalizing journalism. the listening post doesn't cover the news. it covers the way the news is covered. people have no idea what the source of uses back to the game, but rolled a very broad squad for the evidence on al jazeera with

hi, anthony ok. the advertising, regulatory council of nigeria, in spite this episode, 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 lecture in independence day. advertising marketing, communication materials are to make use of only nigeria models and voice over artists. so we asked him during created what they thought about this new law. what has been happening in the advertising speaking mind you at ease 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 is that the spread 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 to been evicted here, but 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 there's nothing wrong with that. we wanted 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 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 apps. right? yeah. to talk about. but i know the conversations already started one. thank you. i

respect it, the new law. why glorified global standards when you can appreciate what you have, what are your thoughts during 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 you dave? hi, very nice to meet you. my name is audio, so i am the chief marketing officer of empty and nigeria mobile telecom operator casting. hello fidel welcome. in case i run, my name is sharon wander from kenner. i'm the immediate past chairman of the marketing society of turner. i'm currently on board executive director marketing for set of 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 enough to see today. oh, be a speaker founded about payment. i'm creative industry, entrepreneur. i. so this story took off internationally because of

a couple of mysterious headlines. let me show you here. this is what should the body says as an actual nigerian, the idea that my doing government is banning a 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 our can that regulatory council really wanted to say. this is what the director told us just a few hours ago. let's have a luck. lucy. a initial, more compelling relationship with this. this is more like a socially pushes for us. we more can only go up, we're not going to assume. we want to make it more likely to ski with so we

just need this beautiful aust, luca who says, assistance with policies in plan with or do to be able to meet only global platform last the last we want to develop the industry. we want to have our own advertising industry when looking at our own hunger in time 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 a still a 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 nigerian, but more of a marketer. ideally, look at the studies. it shows a majority of people do not see themselves unites 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 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 that i think, i mean look, you can already have the motive issue and that's why the reaction. but i think somebody who commented earlier called this 100 percent, 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, like one of the whole continent. i think that's really probably back south africa where you stop preventing people much and i know that on my my journey. so i think that's probably part of what i'll call was heading towards renting 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 a story that i want you to have a listen to, an intake of behind the scenes about how commercials are made and why didn't my curious build on it needs to be protective of its creators,

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 wade filming, and 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 pores for the massy idea? go ahead. 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 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, an empty and as it brenda, 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 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 rasping will ad breaks over, hold on, hold on tight 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 faves and as soon as you finish the ad ending here, ending, tell us why you like it and why it's important. let's hvac my father told me to never forget to where i come from. i never forget with dishes and festivals celebrate our breach cultural, our address anklets morales nowhere rival our people, men,

women bursting with creativity and of a. yeah. no, definitely. i mean, i think that actually speaks directly to the culture of the people and how do they need to connection because you need to be, feel from that part of nigeria. you know, if you're not, but even if you're niger and you know, this is situated in us and i think that's why i couldn't think that we want to be, you know, yeah, but that's true, but you don't have to. but i think also think about it, like like 15 years of the journey of our music was moved. we used to go to a lot, 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 comment. what should be 90 percent? probably back in europe. i think it's about this. it's about,

let's use local talent 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 think. why can you help me 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 and market as 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 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 cry. there are 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 just have to come in and support you because i think that self realization, a 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 the old platform. you know, i let me get our king and brother into the conversation because if you was just up to us 3, he would never get away in such a scanner. 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 and or they have ads that i love right now about cooking ads. often about cooking, 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 are 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 thought in that space. so i believe in terms of the policy that has been settled, but seems to correct that and it goes in the right direction in terms of a bit of history on, on why ours have been sort of structured in that sense. and if you look mostly in

terms of the big spenders in advertisement, pool be multi nationals. the advertising budget is purely based on the size of market. so if i look at africa as a continent, most of the alternation old will have a big chunk of their turnover coming from, for example, to southern markets or south africa. and when you try to shoot a night in that sense, you'll sort of anchor your advertisement. but since that they've been a part of the advertisement, it's actually quite expensive to do production. and these new day and age, what you find out is, before you put on up, you have to test and ensure that he's actually right for flight little such around . so just as a consumer of atlanta, not as a creator. so if we do shows same framing in europe, for instance, so was like, oh, this market isn't not big. so we're going to use a frenchman to advertise to british people that you're going to work with. why do you do that on the african continent? so before that, that did well because that there was more to communication. right now,

social media will blog if you do that. yeah. and people our voice right now. yeah. so i, so that's what is happening are people are saying this doesn't represent 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 hope you know, hoping that that will be addressed which probably never did, but now if i put on a post that relates, there is also a trend it, because most of the consumers actually relate to that. so consumers actually have a strong, a voice in that sense. and that's why it's critical for the representation to help . and i have to show this app 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 they were a malaria drug antiveria drug and have a look at this. and i want a real candid reactions. let's take a look. what's wrong with this, i ah

maria for only knew from shooting loosely for troy. kimberly re on target with you know i and never gonna forget that brought out idea. genie is that i made all my jillions will like that. i alone. goodness. oh yeah, yeah. no, not really. you know, no, look, we are a growing industry. okay. and before they were good movies coming out of hollywood normally would bollywood. there. we're 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 oh 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 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, you know, looking at sort of the positions of possible 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 housed like for example,

to be someone who wants to do more for the family. so they ran down business in the future on the table at the same time. if you look for the family ambassador presentations, i'm looking for in terms of the key that they grew up, the want to see, you know, a block told making eating the window all day the culprit or anything to enter partnership. and that's one of the times when 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 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 isn't secure. 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 patients may occur.

so nigeria october the 1st 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 space and trying to get across the company. unfortunately, you know, i love my brother's, but the truth of the matter is, you know, that made you be 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 this. 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 that i think that's the 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 in nigeria out this classic when 2013 that people were 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 jr's industry for create his 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 obvious seemed 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, 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 does 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 taking out what is for nigeria for the entire continent of africa. thanking obee. thank you area, and theodore, and for you on youtube, weighing in as well. i see next time they calculate. ah frank assessments, these heat waves we're seeing now, are they a product of global warming? we will say more than you know, what is happening is that climate change it making them work in depth. analysis of

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shadow. the cost of cobalt people empower on a just either a final farewell. after days of ceremony and emotional tributes. queen elizabeth the 2nd would be laid to rest at windsor castle britons longest. reigning monarch would be buried next to her husband pin spinet. her parents and her sister as leaders from all over the world to pay their respects, join us for life coverage of the funeral on alger santa queen elizabeth the 2nd a final farewell lou. this is al jazeera oh.