Emerging African Filmmakers Lend Creative Talents to United Nations Verified Initiative Against COVID-19 Misinformation

The MultiChoice Talent Factory collaborated in support of United Nations campaign urging everyone to #PledgeToPause

Lusaka, Zambia, 14 January 2021: Seven short films aimed at combating COVID-19 misinformation were produced by the 2020 cohort of the MultiChoice Talent Factory Academy, putting the talents of young African filmmakers to work on one of the biggest challenges of our time.

The films were part of the United Nations’ Pause campaign, a wider behaviour change campaign that aimed to create a new social media norm to help combat the rising impact of viral misinformation. The short films were aired on MultiChoice channels between 9 December and 31 December 2020. The MultiChoice Group provided the airtime as part of the ongoing support of the campaign. The short films can be accessed through https://multichoicetalentfactory.com/un-psas.

The filmmakers — from Mozambique, Nigeria, South Africa, Uganda, Zambia and Zimbabwe — tackled the subject through a variety of approaches, often using humour and slang to deliver vital and punchy lifesaving messages that appealed to local viewers.

“We recognise the transformative power of media and the critical role we play to educate audiences about the dangers of misinformation through these short films, which have enabled us to share hyperlocal information with our audiences,” said Mrs. Leah Kooma, Chief Customer Officer, MultiChoice Zambia.

The MultiChoice Talent Factory (MTF) is MultiChoice’s flagship shared-value initiative launched in 2018 to ignite Africa’s creative film and TV industries through training and skills development. The MTF Academy is a 12-month fully funded training programme aimed at upskilling the next generation of passionate young film creatives. As the first touchpoint of the shared-value initiative, the MTF Academy’s one-of-a-kind curriculum is expertly executed under the guidance of regional Academy Directors Njoki Muhoho (East Africa hub), Berry Lwando (Southern Africa hub), Femi Odugbemi (West Africa hub) and Bobby Heaney (South Africa hub).
The Pause campaign was part of Verified, an initiative launched in May by the United Nations to communicate accessible science-backed health information in compelling formats and sharing stories of global solidarity around COVID-19. Pause was the first global behaviour change campaign on misinformation to mobilise experts and researchers, governments, influencers, civil society, businesses, regulators and the media under a single message. It was aimed at increasing media literacy to enable social media users to spot misinformation and stop themselves from passing it on.

The campaign was based on research that indicated that a brief pause significantly lessened the inclination to share shocking or emotive material thereby slowing the spread of misinformation. It aimed to reach a global audience of 1 billion globally, online and through partnerships, by the end of December.

“We cannot successfully tackle the pandemic without also addressing online misinformation. Were thrilled to be working with the talented young African filmmakers at the MultiChoice Talent Factory, who brought such creativity and passion to this project,” said Robert Skinner Senior Adviser for Global Communications at the United Nations. “We hope young people across Africa will see themselves in these films and take action to help break the chain of misinformation by pausing before they share.”

/ENDS

If you have any questions about the MultiChoice Talent Factory or this campaign, please contact:

Selina Nyirenda, Head Corporate Affairs, MultiChoice Zambia
Selina.Nyirenda@zm.multichoice.com
Call+260 697 392288

Join the MTF social media conversation on the hashtag #PledgeToPause and follow/join:
·   Instagram: @multichoicetalentfactory
·   Twitter: @MCTalentFactory
·   Facebook: @multichoiceafricatalentfactory

Editors Notes

Share Verified was a campaign launched in response to the global Covid-19 pandemic in 2020. Designed in collaboration with the United Nations and other civil society groups, media broadcasters, activists and companies, its purpose was to provide content that cut through the noise to deliver life-saving information, fact-based advice and stories from the best of humanity.  For more information, please visit https://shareverified.com/en
About the MultiChoice Talent Factory
The African continent is steeped in a rich and diverse history of living passionately through language, art, music, and colourful storytelling. As the continent continues to change rapidly, the entertainment industry has become ever more relevant. MultiChoice Africa has identified an opportunity in this fast-changing environment—one that will have a lasting impact on the industry as a whole. The MultiChoice Talent Factory (MTF) is a multi-tiered training programme (Academies, Masterclasses & Portal) designed by MultiChoice Africa to focus on positively impacting the technical and professional value chain in the film and television industry across the continent. As a business born and bred in Africa, we have a long-term commitment to making a socioeconomic difference in the countries in which we operate. As such, this initiative helps to play a positive role in growing Africa’s creative industries.

MTF is a shared-value initiative that provides a platform for the creative industries to develop their talent and engage with one another through their shared passions. Through the MTF Academies (every year, the academies select 74 talented individuals from across 14 countries to participate in a 12-month academic and practical immersion programme including both theory and hands-on experience in cinematography, editing, audio production and storytelling) we are building a pipeline of good local content for our channels whilst the Masterclasses focus on developing technical skills of established creatives in cinematography, audio and storytelling to improve the quality of local productions and are conducted by leading African and international industry experts.

The MTF Portal is the golden thread that brings talent and opportunities together on one platform. It is a Pan-African, film and television digital marketplace that offers open, cost-free access to film creatives across the continent to showcase their talent, access opportunities, stay up to date with industry news and expand their industry network. Through this initiative, MultiChoice Africa’s demonstrates its commitment to enriching lives by developing the art of inspired local storytelling and story making, while simultaneously growing a legacy of local content on our DStv, GOtv and Showmax platforms and ultimately continue showcasing Africa’s rich cultural heritage and diversity.

More information available on www.multichoicetalentfactory.com