Partners of the firm Yemi Alade, pilot of cultural and brand initiatives

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By Funmilayo Fabunmi

September 26, 2022

Leading producer of stationery, lighters and razors, BIC, has announced its partnership with Nigerian singer, songwriter, actress and education advocate, Yemi Alade.

The partnership, facilitated by Trace Studios, began during the back-to-school season in West Africa with the launch of the third installment of BIC's original video series, "Get A Pen You Can Rely On", which features highlights the importance of having high quality, reliable writing products inside and outside the classroom.

The partnership includes additional educational initiatives to be announced and rolling out throughout the season, reinforcing BIC's commitment to improving learning conditions for millions of students by 2025.

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Talking about this new achievement, Yemi Alade said, "As a Nigerian with a passion for education and a graduate of Victory Grammar School and the University of Lagos, I am excited about the upcoming initiatives with BIC that aim to develop and shed light on the importance of education in Nigeria and West Africa.

"Partnering with the BIC on this campaign was helpful and fun, as I continue to aim to have a positive impact on future generations."

Commenting on the campaign, BIC Nigeria Managing Director Guillaume Groues said, “We are extremely proud to be working with Yemi on our new Back-to-School campaign, an exciting and first of its kind. collaboration in West Africa for the BIC. Her passion for education and her experience as a Goodwill Ambassador for the United Nations Development Program make Yemi an ideal partner. With her help, we are looking forward to fostering the love of education this back-to-school season in Nigeria and beyond.”