FBDTalks #003: Unlocking the Potential of Africa

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FUTURE BY DESIGN Talks with Bery Dieye

Community Engagement and Social Media Lead at AfricaNenda, a company focused on accelerating inclusive payment systems in Africa

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Please introduce yourself to us. Why did you initially decide to go into communication?

My name is Bery Dieye, and I am a communications professional with a background in international development. I initially entered the field of communication 17 years ago because of my passion for storytelling and the powerful impact effective communication can have on bringing about positive change.

We met you first when you were working for UN Volunteers as the Communications Lead for them - tell us about your experience there.

I had the privilege of serving as the Regional Communications Lead for UN Volunteers West & Central Africa Regional Office, where I played a crucial role in various projects, including a publication and social media campaign to celebrate the 50th anniversary of UNV's impactful work. Being part of that celebration was truly inspiring, as it allowed me to witness and contribute to showcasing the incredible stories of volunteers and the organization's achievements. This experience reinforced my belief in the power of communication to amplify the voices of those making a difference.

If you would like to find out more about the UN Volunteers project, click below:

We worked together on a publication and social media campaign to celebrate 50 years of UNV's work - what was it like for you to be a part of that celebration and achievement?

It was an incredibly rewarding and fulfilling experience for me. It felt like more than just a professional endeavor; it was a meaningful journey of reflection, recognition, and appreciation for the immense impact UN Volunteers had made over half a century.

One aspect that brought me particular pride was the opportunity to find and interview the first UN Volunteers who served in Africa 50 years ago. It was a challenging task to collect stories within a short time frame and put them together in a compelling way, but I could count on Future by Design's expertise and professionalism to lead this bold project. Connecting with these pioneers, hearing their stories, and capturing their experiences added a unique and historical dimension to the campaign. And when the publication came to life and across social media platforms, it was immensely gratifying.

There must be so many amazing stories to tell and inspiring volunteers- how did this inform your work?

These narratives served as a source of inspiration for me personally. They reinforced the significance of the work I was involved in, motivating me to craft messages that not only informed but also resonated emotionally. The stories of volunteers became a driving force, shaping a narrative that celebrated the diversity, resilience, and positive change brought about by those dedicating their time and skills to meaningful causes.

What message would you give to people looking to volunteer for the UN?

To those considering volunteering for the UN, my message would be to embrace the opportunity wholeheartedly.

“It's a chance to be part of something bigger than oneself, contribute to meaningful projects, and make a tangible impact on global issues.”

It's a journey that not only enriches the lives of others but also transforms the volunteer in profound ways.

Since we worked together, you have moved to AfricaNenda- another great organization. Why were you inspired to work for them?

Transitioning to AfricaNenda was driven by a deep-seated inspiration to contribute to financial inclusion on the African continent. When I was contacted by an HR organization via LinkedIn about the position, it resonated deeply with me. I told myself,

"Something big is going to happen, and I want to be part of it."

AfricaNenda's commitment to "African solutions to African problems" resonated with me, and I saw it as an opportunity to be part of initiatives that empower Africans. Before joining UNV, I worked for three years in a UNCDF program, "Mobile Money for the Poor," that really gave me passion about financial inclusion, and I was happy to come back to that sector with a more agile organization.

The term African solutions to African problems is probably cliched, but this company really seems to embody that - would you agree with that?

Absolutely, AfricaNenda embodies the principle of "African solutions to African problems." It goes beyond a cliché; it's a commitment to fostering self-reliance and empowering communities to address their unique challenges. This resonates with me, and I believe it's a crucial approach to creating lasting impact on the continent.

UNV and AfricaNenda are quite different organizations in many ways- is the link for you a passion for Africa?

Indeed! While these organizations may differ in many ways, the common thread for me is a deep commitment to the continent and a strong belief in the potential for positive change.

Having studied abroad for seven years, I had the privilege of gaining valuable experiences and insights. However, when presented with the first opportunity to contribute to my home country and the broader African context, I seized it eagerly. This decision was rooted in a sense of responsibility and a desire to give back to the region that had provided me with opportunities and instilled in me strong values that have guided my career. I consider myself a Pan-African, and this identity is not just a label but a guiding principle in my professional journey.

“I deeply believe in the potential of Africa and the pivotal role that Africans play in shaping its future.”

Financial institutions are generally seen as quite serious and the concepts can be complicated- how do you communicate in a way that keeps people engaged? 

Communicating complex financial concepts in an engaging way has been a central aspect of my career, spanning finance, development, and telecommunications. This challenge is magnified in my interactions with Technical Specialists who often use a significant amount of jargon. Despite this, I view it as an everyday opportunity to bridge the gap between technical language and public understanding, making complex financial concepts not only comprehensible but also engaging for a broader audience.

In addressing the common perception that financial institutions are often seen as serious, and their concepts are complicated, I employ various strategies to maintain audience engagement. I utilize relatable analogies that resonate with a diverse audience, incorporating visual aids to simplify intricate concepts visually. For example, the use of short videos on social media platforms has proven highly effective, catering to different learning styles and capturing attention in a dynamic way

What advice do you have for young communications experts starting their careers?

“Be curious, adaptable, and passionate. Embrace every opportunity to learn, stay abreast of industry trends, and never underestimate the power of networking.”

Which projects have you worked on for UNV or AfricaNenda that you're really proud of?

Whether working with UNV or AfricaNenda, any initiative that brings about positive change and improves lives stands out as a source of accomplishment for me.

Specifically, with UNV, I am proud to have organized the first UNV Awards initiative that aimed to recognize the outstanding contributions of UN Volunteers in the West & Central Africa region. The awards not only celebrated the dedication of these volunteers but also spotlighted their impactful work, fostering a culture of recognition and appreciation within the organization. In addition to the UNV 50 Campaign, this experience has been a highlight of my time at UNV.

Regarding AfricaNenda, it’s an ongoing project with a significant and transformative goal of accelerating the deployment of inclusive instant payment systems that are meant to provide affordable, responsible financial services to the financially excluded, meeting their diverse needs.

These services encompass payments, savings, credit, and insurance, aiming not only to facilitate their inclusion in the formal financial system but also to enhance their overall well-being. According to the latest Findex report 2021 Africa has 400 million adults financially excluded.

“If we achieve financial inclusion in Africa, we will unlock the vast potential that resides within our diverse communities and catalyze our economic growth.”

What projects do you enjoy working on the most?

Projects that involve collaborating with communities directly, hearing their stories, and co-creating solutions are the ones I enjoy the most. There's something uniquely rewarding about projects that foster genuine connections and empower communities to be architects of their own positive change.

If you had unlimited resources and time, what's a project you would really like to take on?

Create a digital platform that serves as a hub for highlighting African solutions to our challenges and providing resources to empower communities across the continent. I have witnessed remarkable local initiatives, particularly among women, that have the potential to be duplicated continent-wide, effectively addressing our problems.