The Billion Reasons To live campaign by Coca-Cola aims to bring optimism to African. Spread confidence and an attitude to be ready and tackle the world. Johnson Mwakazi has become a household name over the years by virtue of his voice and charisma. His voice is really good and you would listen to it even if it were advertising crayons. The man has gone through a lot of struggle to reach where he is at the moment. He did not let his story hinder him from achieving greatness. In Africa we can use many reasons for our failures but Coca-Cola does not want this, they want us to see that which is unique in us and find a reason within ourselves to achieve greatness. The hashtag used for the campaign is #IAmAReason.
He did not have a male role model growing up seeing that his father was a drunkard and left most of the duties to his mother. We no longer see him on our screens but we sometimes hear his voice in different adverts. He chose to use his position as an influential man in society to go mentor young boys be a role model to boys who may not have a role model themselves. It’s not everyone who has the will power to break from the perceived image of not having a role model. Television got him where he is but he thought it wise to make more people successful like himself. We succeed together.
You were born with the ability to change someone’s life – don’t ever waste it. #IAmAReason
— Tolani | KFB (@Tolanii10) June 17, 2015
The campaign tries to also show teens that success is not an instant thing. You do not wake up one morning and find yourself in a better place than you were when you slept if you did not work for it. His signature voice is a voice you could listen to every.single.day without tiring. That voice did not just come about; he calls it his trained voice. He would wake up every day at 5:30am and go to a field in Kibera where he would practice on his voice. At this point he was around 19 years old. Most people in that age believe that 5:30am is an ungodly hour and only night runners should be awake. This shows the struggle and commitment he went through to get that voice to our living rooms.
Opportunity follows struggle. It follows effort. It follows hard work. It doesn’t come before them. #IAmAReason
Posted by Adetola Samson on Thursday, June 11, 2015
A humble beginning does not translate to a humble end. What matters most is how much we believe in ourselves. He believed that he will one day appear on television and he made it happen. If you believe in yourself that is what matters most. Teenagers rarely believe in themselves and Coca-Cola identified this as one of the reasons teenagers do not seem bothered with a lot of things. A little discouragement or failure and they leave what they are doing faster than you can say try again. That is why they are choosing to spread messages of optimism, hope and resilience to all teens in Africa.