Solidaridad appoints Stonebwoy as brand ambassador for youth in cocoa cultivation

Stonebwoy, a famous Ghanaian Afropop, dancehall and reggae artist is collaborating with Solidaridad West Africa as a brand ambassador for employment creation through cocoa cultivation for young people in Ghana.

Stonebwoy ad
dresses crowds of young participants at launch of the MASO programme.

Known personally as Livingstone Etse Satekla, Stonebwoy was recently unveiled as the official ambassador at the launch of the Ghanaian MASO programme in New Edubiase, a cocoa-growing community. Stonebwoy commands a large following among Ghanaian youth.

Over the next five years, the MASO programme will seek to empower the youth as agents of change in the cocoa sector by making cocoa farming and businesses in cocoa growing communities an attractive and economical career choice for them.

Inspiring young people

As a brand ambassador, Stonebwoy will support the overall objective of creating career opportunities for youth and will use his influence to promote MASO at the national and international levels. He will use his popularity to motivate Ghanaian youth to go into cocoa farming.

According to Stonebwoy, he decided to associate himself with the MASO programme because it empowers the youth to go into cocoa farming  which is essential for sustaining cocoa production in Ghana. “I am hopeful MASO will increase the number of young people who want to grow cocoa as a business and also create other employment opportunities for the youth that live in cocoa growing communities. Cocoa is our life and the youth cannot afford to be left out in building our future,” he said.

Stonebwoy's success

Alongside his music and art, Stonebwoy is also an entrepreneur and presently the Chief Executive Officer of Burniton Music Group. He is a BET Award winner, having won in the Best International Act (Africa) category. He won the Artist of the Year at the 2015 Vodafone Ghana Music Awards.

A joint effort

MASO is implemented by five consortium partners led by Solidaridad. The other members are Aflatoun, Ashesi University, Fidelity Bank and the Ghana Cocoa Board.

MASO is part of the Youth Forward Initiative (YFI) which is a partnership between The MasterCard Foundation, Overseas Development Institute, Global Communities, Solidaridad, NCBA-CLUSA and GOAL.

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