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Here at the eCool Compound, we channel some of our enthusiasm about saving the world into micro-credit programs like Kiva, and so it is with great enthusiasm that we tell our faithful readers about Benetton’s 2008 global campaign in support of Birima, a micro-credit program in Senegal that was founded by the Senegalese singer Youssou N’Dour.

Birima offers small loans to Senegalese craftspeople, professionals and artists in order that they might start and independently develop their businesses. Those in need of startup funds, bring their ideas to Birima, where they are given help in creating a business plan. They then make a promise to use loan funds for business purposes (and to repay those loans) and receive the seed money needed to become domestic appliance salesmen, subsistence farmers, boxers, welders, millers, or to pursue any number of other professions. As their businesses take off, the new entrepreneurs repay Birima and the repaid funds are then used to help another potential small business owner.

Birimia operates on the principle of trust: those who ask for a loan need offer no other security than their word and the good name of their family. And the name alone conveys that idea: apart from being the title of one Youssou N’Dour’s most successful songs, Birima is the name of a legendary king of Senegal – a man who spoke to his people only once a year, but became a symbol of the value of keeping one’s word.

Why is Benetton involved in this project? Alessandro Benetton, Executive Deputy Chairman of Benetton Group explains the conviction with which Benetton has backed the project:

We chose to support and promote this important project because, unlike traditional acts of solidarity, it offers tangible support to small local entrepreneurs through the efficient use of micro-credit. Precisely because it is based on entrepreneurial talent, hard work, optimism and interest for the future, this project effectively promotes the new face of Africa.

The belief that micro-credit can lift people out of poverty and empower them to change their own lives is echoed by Youssou N’Dour, who says:

…my personal experience led me to realize that when a loan, however small, is used to develop an idea or realise a project, it is an effective way of fighting poverty. This is why everybody must understand the value of micro-credit. Africa doesn’t want charity, it wants repayable subsidized loans.

In support of Birima, Benetton is launching a full-scale ad campaign that will appear in print and on television worldwide. As seen here, it features Senegalese workers who have used micro loans to start small, productive businesses as photographed by James Mollison.