UNDP Launches #IAMSahel Campaign to Reframe Global Perception of Sahel Region

Abdoulaye Mar Dieye, UN Under-Secretary-General and Special Coordinator for Development in the Sahel, highlighted the campaign’s role in inspiring change.

The United Nations Development Programme (UNDP) has announced the launch of the #IAMSahel campaign, a transformative initiative aimed at reshaping global perceptions of the Sahel region. Traditionally viewed through a lens of adversity, the campaign seeks to highlight the strength, potential, and dynamism of Sahelians, showcasing their resilience and innovation.

Ahunna Eziakonwa, UN Assistant Secretary-General and UNDP Assistant Administrator, emphasized the campaign’s mission to reveal the Sahel's rich cultural diversity, geopolitical significance, and abundant resources. Despite the region's history of conflict and crises, Eziakonwa stresses that beneath these challenges lies remarkable human spirit and community resilience. “The #IAMSahel campaign is not merely a collection of stories; it symbolises our renewed commitment to supporting the Sahel as it regenerates itself,” she said.

The campaign complements UNDP’s work under the United Nations Integrated Strategy for the Sahel (UNISS), which has positively impacted over 172.2 million people since 2021. This includes creating employment and entrepreneurship opportunities for more than 10 million youth, enhancing access to justice, electoral processes, livelihoods, and infrastructure for 91.5 million people, and expanding renewable energy access for 70.7 million people across the region.

Abdoulaye Mar Dieye, UN Under-Secretary-General and Special Coordinator for Development in the Sahel, highlighted the campaign’s role in inspiring change. “Where some see only crisis and turbulence, I see resilience, creativity, and determination for change,” he said. Dieye called the #IAMSahel campaign a generational movement, emphasizing the importance of people’s agency and human dignity in shaping the region’s future.

The #IAMSahel campaign will spotlight community-driven initiatives and innovative solutions emerging from the region, aiming to inspire local collective action and attract investment in homegrown solutions. Patoranking, UNDP Africa Regional Goodwill Ambassador, underscored the importance of telling positive stories about the Sahel. “We should aim to use our stories to inspire lasting and positive change,” he said.

Through this campaign, UNDP seeks to highlight the Sahel’s vast opportunities, resources, human capital, and vibrant cultures, framing the region as one of dynamic potential and transformation.