SAIH rolls out 'Africa For Norway' Radi-Aid campaign
Devin on November 20, 2012 Africa For Norway - Radi-aid
“DONATE YOUR RADIATOR!”
The Norwegian Students’ and Academics’ International Assistance Fund, or ‘SAIH’, has long been a supporter and funder of projects in less advantaged countries across the globe. Operating inline with the motto “Education for Liberation”, one of the primary aims of the organisation is the adjustment or re-development of the often narrow-minded European view towards developing countries. 2012 marks SAIH’s 50th anniversary and to celebrate the jubilee, whilst also bringing attention to the organization, they came up with a crazy concept - ‘Africa for Norway’.
Africa for Norway is a ‘fictitious’ non-profit organization which encourages Africans to raise money and collect radiators for donation to freezing cold, suffering Norwegians. Of course, being a first world country, not a lot of Norwegian people are actually freezing, but SAIH wanted to subtly remind people of just how easy it is for Europeans to play on typical African stereotypes; the same way many European charitiy videos do when it comes to portraying poverty and disease as a rampant standard in Africa.
Africa For Norway’s inaugural ‘fake’ project was to record a song and shoot a music video entitled “Radi-aid”, which would appear to bring together African celebrities and musicians in a grand choral masterpiece, inspiring the African continent to stand together for the plight of the poor, cold Norwegians by donating their old and unused radiators. The music video aimed to parody eighties Band Aid videos such as ‘Do They Even Know it’s Christmas’; highlighting Western media’s often grossly biased perspective in its portrayal of Africa.
Imagine if every person in Africa saw the “Africa for Norway” video and this was the only information they ever got about Norway. What would they think about Norway?
SAIH approached iKind Media, based in Durban, South Africa, to handle both the music recording and music video production right here at the South-East end of the African continent. Needless to say, a fantastic time was had by all with a great team of local creatives breathing life into this thought-provoking concept.
Fundamental to the principals of the project was the deep necessity to have community involvement throughout the entire performance process. Some years ago, SAIH aided the development of KCAP - KwaMashu Community Advancement Projects - a performing arts school situated at the Ekhaya Multi Arts Centre in Durban’s KwaMashu township. The purpose of the school was to provide disadvantaged youth with an oppurtunity to learn a variety of integrated arts and creative disciplines. Lead by the passionate and enigmatic Edmund Mhlongo, the students of this creative hub filled the bulk of the acting and singing roles, showcasing their many talents to the world. For more info on KCAP, visit their website - www.kcap.co.za
SAIH has also launched a website to compliment the music video, check it out at www.africafornorway.com
Follow the Africa For Norway discussion on Twitter : twitter.com/hashtag/africafornorway
Production Behind The Scenes
CREDITS:
A Film by: SAIH, The Norwegian Students’ and Academics’ International Assistance Fund in co-operation with: Operation Day’s Work
Production by: iKind Media
Music: Wathiq Hoosain and Kurt Pienke
Lyrics: Bretton Woods
Supported by: Norwegian Agency for Development Cooperation (Norad), The Norwegian Children and Youth Council (LNU)
| Norway Production Team : SAIH | South Africa Production Team : iKind Media | ||
|---|---|---|---|
| Executive Producer | Sindre Olav Edland-Gryt | Executive Producer | Michael Nefdt |
| Executive Producer | Anja Bakken Riise | Producer | Devin Carter |
| Stock Footage Sourcing | Silje Simonsen Viki | Director | Matt Nefdt |
| Production Accountant | Levonne Nefdt | ||
| KwaMashu Production Team : KCAP | Graphic Designer | Stathi Kougianos | |
| KCAP Manager | Edmund Mhlongo | Behind The Scenes Photographer | Pagiel Chetty |
| Production Co-ordinator | Samke Mkize | ||
| Music Production Crew : iKind Media | |||
| Video Production Crew : iKind Media | Producer | Devin Carter | |
| Producer | Devin Carter | Music Producer | Kurt Pienke |
| Director | Matt Nefdt | Studio Technicians | Andrew Sutherland / Dylan Marriot |
| 1st Unit D.O.P. | Luke Mason | Final Master | Andreas Brinck Kristensen (Norway) |
| 2nd Unit Director | Xavier Vahed | Tracked at : | iKind Media Sound Studios / KCAP Sound Studio |
| 2nd Unit D.O.P. | Alan Patrick | Guitar | Dylan Marriot |
| Key Grip | Marcus Hebbelmann | Additional Instruments | Kurt Pienke |
| Focus Puller | Dylan Marriot | ||
| Production Manager | Sian Boolsen | Video Post Production Crew : iKind Media | |
| Wardrobe | Shanelle Jewnarain | Editor | Devin Carter |
| Hair and Make-up | Camilla Smith | Online Edit | Matt Nefdt |
| Art Department PA | Noxolo Mhlongo | Colour Grading | Matt Nefdt |
| Grips PA | Sbu Ndimande | Titles / Graphics | Stathi Kougianos |
| Celebrities Vocalists | Cast | ||
| Samke Mkhize | Lungelo Ndlovo | Breezy V | Vivian Ncgobo |
| Nombulelo Ctili | Mthokozisi Biyela | Radi-Aid ‘Collectors’ | Ndabenhle Christopher Tobo, Funch Adejumo, Lulama Mthembu |
| Nandi Khumalo | Thandeka Maqebula | Conductor | Andile Msomi |
| Nontokozo M | Zuzile Skhakhane | ‘Big Shot’ Producer | Jo Majola |
| Nombuso Dlamini | Sfiso Mkhize | ||
| Philisiwe Ntintili | Radi-Aid Choral Members | ||
| Balungile Linda | Sphumelele Nzama | ||
| Studio Technicians | Mazwe Khumalo | Nombuso Wanda | |
| Luyolo Nakasa | Sibonelo Myeni | Lucky Simayile | Lindani Phumlomo |
| Scelo Gasa | Gaphela | Busisiwe Nxumalo | Lindani Shangase |
| Sihle Cele | Tholakele Mkize | Scelo Mthethwo | |
| Sduduzo Mseleko | |||
Reader Comments (1)
Thanks for making such an amazing production! The contribution from the whole crew has been invaluable. THAT really warms a SAIH heart :-)