by Yemi Olowu
All is in top gear to make history as Orange Academy; Africa’s first practical school of Integrated Brand Experience unveils its Corporate Social Responsibility project, “the Art of Positive Thinking (APT)”.
The Art of Positive Thinking is a platform created by the current Integrated Brand Experience students of the Academy to discourage the discrimination of people living with HIV and AIDS; giving them a chance to create the best out of their lives through creativity. This was actually a class project which has now turned into reality. The unveiling, which is scheduled to take place on Sunday the 10th of July, 2011 at the Sheraton Hotel and Towers, is part of a series of activities as the academy releases its new batch of its IBX graduates. The School of Integrated Brand Experience (IBX) is the academy’s flagship program that takes students through practical training that prepares them for a career in Brand Management and Brand Communication.
This year’s graduation ceremony often referred to as the immersion, will present to the world the best of orange minds that are worthy ambassadors of the academy and endorsed Integrated Brand Experience practitioners. Not everyone that comes to the academy gets through to the immersion stage. To get immersed, students must have worked on a sellable portfolio of works covering major industries and also defend an integrated brand experience project in front of a cutting edge panel. The graduates getting immersed on 10, July 2011 are the ones who have successfully made it through these hurdles.
“Orange Academy is pleased to champion The Art of Positive Thinking and we hope for a change in the general attitude towards people living with HIV and AIDS. We believe that everybody deserves a chance at a happy and productive life irrespective of our health or social status and this we seek to encourage. In us all is the yeast for greatness and it is time our great nation benefits from our strengths,” said Chisom Ohuaka, the Registrar.
Kenny Badmus, the Chief Imagination Officer of the Academy said “For over 3 years, Orange has been training local hands that will create global brand experiences for products and services but then, that’s not enough to keep us on our feet as strategies and creativity change from generation to generation. We were looking for something much more. We were looking for that reason for being and that’s what we found in the art of positive thinking.
The thing is, some People Living With HIV (PLWHIV) cannot afford a basic meal because they have lost jobs and loved ones due to prolonged illnesses. With APT, we lend a helping hand by creating ads that sell so we can help someone pay their bills. Yes, it’s like a circle. We create stuff that sells. We make money. We use some of this money to help other people create their own lives. Then these lives come around to inspire us create stuff that really matters.”
To join in the Art of positive thinking, you can sponsor a creative mind to Orange Academy’s IBX. A percentage of all such grants are put behind the APT project. Right now, Orange Academy has adopted a few Antiretroviral Centres in Nigeria and this is going to grow as the art grows.
The event is opened to all stakeholders of the Advertising industry, corporate bodies and the general public.