The British Council has been operating in Ethiopia for 75 years in creating friendly knowledge and understanding between the people of the UK and Ethiopia. During these years the British Council has been highly influential in the fields of the Society and the Arts, English, and Exams and the purpose of this event will be to celebrate its success, to highlight some of its great achievements during these years, to show and tell what the British Council is doing now; and to re-affirm its presence and its strengthen brand awareness.
The actual 75 Years Anniversary celebration campaign started in September and continued to the end of the year. The major components of the campaign were
The history of the British Council, its achievement, what it is doing right now, and its vision for the future were explored in these quizzes. The Quiz campaign had two components; the external facing and the internal facing.
The external facing quiz campaign took place on our Facebook platform and it garnered a lot of followership. Almost a million people were reached through this campaign which encompassed 12 weeks with 2 quizzes posted each week. Moreover, more than 6,000 contestants competed for the duration of this campaign. The winners of the weekly campaigns were awarded the 75 Years Anniversary pack and the overall winners will be provided with monetary and in-kind (eg. English Courses) prizes.
The internal quiz campaign on the other hand aimed at reaching the main British Council brand ambassadors, or the staff members themselves. This campaign lasted for 6 weeks.
A blood donation was also organised under the theme Opportunity to Save Lives – Blood Donation Week from 16 – 20 October 2017. During this endeavour staff from the British Council, British Embassy and Uk Aid as well as our English students and walk-in customers participated and provided lifesaving blood to Red Cross association.
Sponsorship is an excellent means of partnering with different organisations in celebrating the event and also raising funds. In this regards, the British Council partnered with multiple sponsors
- Castel Winery as Platinum sponsor
- Commercial Bank of Ethiopia as Gold Sponsor
- Capital Hotel and Spa, Nyala Insurance and Smart Events as Silver Sponsors and
- Ethiopian Airlines, Ultimate Insurance Brokers, Sabco (Coca-Cola) and Vintage Pixels as Other sponsors.
Here it should be noted that l, rather than a one-off engagement, we saw the sponsorship as a stepping ladder to a more collaborative and mutually beneficial endeavour which we are now exploring as we embark on this year-long event.
The Rivers of the world is a project that was undertaken by the partnership of the British Council and Totally Thames Project and the products of this collaboration are wonderful photos by Ethiopian school kids. These photos were made public by posting them outside the British Council compound. Moreover, there was also an exhibition that took place during the actual reception event (see next section).
In a well-attended reception party which was officially opened by the Deputy Prime Minister of Ethiopia, HE Demeke Mekonen, and HE Susanna Moorehead, British Ambassador to Ethiopia and Djibouti (non-resident) and Permanent Representative to the African Union and UN Economic Commission for Africa. Present during the event were the British Council’s major partners, donors, government representatives, beneficiaries, sponsors, the media and other stakeholders.
During the reception party, the World Voices children choir performance led by Sileshi Demissie (Gash Abera Mola) was the main attraction. Moreover, another choir, the Merewa Choir, who are gaining prominence in the music arena, performed various uplifting songs. Last but not least Gash Abera Mola teamed up with Jorga (Mulatu Astatke’s partner for the past 4 years) and his band to deliver a delightful fusion of Ethiopian and Western instruments and sounds.
As mentioned above, the Rivers of the World exhibition, apart from the food and drinks, was another embellishment to the late afternoon party.
Actually, all the feedback collected from participants after the events were positive which showed that it was successful in entertaining and informing the invited guests.