Short Description

AfriCAN is a social enterprise seeking to rebrand Africa in Canada. We want to change the image of poverty and destitution that it has been given, to the image of progress, beauty and power that more accurately describe it. 

Everyday headlines, movies and news clips about Africa leave melodramatic images of corruption, violence and poverty in our minds. However, these images only reflect a fragment of the reality lived by millions of Africans and fail to show the energy and potential that truly represent the people of this continent.

Most Canadians know little about Africa: it is far and rarely top of mind. As a result, these images remain unchallenged and are widely accepted. Our sympathy for Africa has led to generous acts of charity, individual Canadians donated over 400 million dollars to child sponsorship alone in 2008. However, to support Africa in realizing its potential, we need to move our relationship with the continent beyond charity to one of economic, cultural and political partnership.

Let’s not forget the atrocities of Sudan, DRC and Zimbabwe but let’s also start talking about the tourism possibilities of Mozambique, the IT potential of Ghana and the eighteen non oil-producing countries that had economic growth between 4% and 9% over the last 10 years.

We will spark one million new conversations about the untold stories of Africa across Canada – to get more people understanding Africa than ever before. While conversation alone will not change the world, we think that conversation can help people breed better attitudes, which in turn, can lead to smarter ways of supporting Africa.

Nothing reflects the potential and energy of Africa better than African cloth which is worn by its people across the continent. The prints are as bold, creative and vibrant as its people and as diverse as the 53 countries across the African continent. AfriCAN works with tailors in Malawi and Zambia to create eye-catching clothes made from this characteristic African cloth.

We envision passionate advocates all over Canada wearing these clothes in schools, workplaces and the streets to grab the attention of everyday Canadians. They will use this attention to open new conversations to share their stories, facts and enthusiasm about a positive Africa and the success of everyday Africans who are creating a strong future for their families and countries. AfriCAN will in turn use profits from sales to invest in African leadership and scholarship initiatives.