A Day in the Life of AFRICA Captured by 100 Photographers
On February 28, 2002, approximately 100 leading photographers were dispersed through 53 countries across the African continent for the "Day in the Life of Africa" (DITLA) project to create a collection of photographs. The photographers gathered in Paris from 26 countries and then flew to Africa, where they continued their journeys by boat, light plane, rail, motorcycle and various other means of transport to complete their assignments on this challenging theme.
During the 24-hour period of the project, the photographers took 50,000 pictures of countless subjects–smiling children with smiling or in concentrating on their studies, the bustle of market stalls selling fruit and vegetables, people growing crops, people fishing, computers in modern offices, festivals and traditional culture, windswept deserts, lakes reflecting sunset colors, mountain gorillas staring intently at the viewer... Many simply provided glimpses of ordinary life, while others depicted the beauty of Africa's natural environment. There were also images showing people filled with energy and hope.
However, in the background of this pictures lurk the threats of droughts, floods, poverty, disease and conflict. There are impoverished countries across the Africa whose people subsist on less than a dollar a day. HIV/AIDS is also a serious problem. There are 25 million infected people, including children, in Africa, and it is estimated that two more people are infected every minute.
Despite these harsh realities, people continue to confront the challenges of life with courage and determination. The aim of the DITLA project was to portray the lives of people in Africa, and to inform the world about HIV/AIDS. All proceeds from the release of the book will be used to educate people about the scourge of HIV/AIDS in Africa.
Olympus participated in the DITLA project from the planning stage and was an official sponsor and supplier of photographic equipment. Olympus supplied digital cameras and accessories, as well as compact portable printers used to check photographs in the field. Olympus also provided extensive support during the implementation of the project, including 24-hour technical support, and training for the photographers, of whom around 60% had never previously used a digital camera. The project was revolutionary in the sense that all of the photographs in the collection were taken using digital cameras. Olympus technology made a vital contribution to the success of the DITLA project. Olympus recieved the confidence of photographers working under difficult conditions and learned to understand their needs.
Donation of Income from Photograpic Exhibition for Use in MDGs (Millennium Development Goals)
English, French and German versions of the completed book were published to wide acclaim in over 20 countries in late 2002. Olympus also staged "A Day in the Life of AFRICA" exhibitions as part of the "Africa Year 2003" program established by the Japanese Ministry of Foreign Affairs.
After the first exhibition at the Tokyo Metropolitan Museum of Photography, subsequent exhibitions attracted large numbers of visitors at venues around the world. Many visitors said that the photographs had completely transformed their view of Africa by revealing the positive, beautiful aspects that are usually obscured by negative perspectives. Others reported being moved by scenes of people facing life with courage and optimism despite the many problems that exist.
With the cooperation of the United Nations Development Programme (UNDP), the exhibition was also presented at the headquarters of the United Nations in New York in October 2003. The opening ceremony was attended by Ms. Nane Annan, wife of the UN Secretary General, and senior UN officials, including Under-Secretary General Ibrahim Gambari, the Special Adviser on Africa to the Secretary General.
During the ceremony, Olympus Chairman Masatoshi Kishimoto donated the entire proceeds from the Tokyo exhibition, amounting to $33,000Note 1, for use in activities contributing to the realization of the Millennium Development Goals. (The titles of dignitaries are stated as they existed at the time of the event.)
Partnership with International Organizations and the International Community
The Millennium Development Goals are pledges based on a consensus within the international community. They combine the aims of the United Nations Millennium Declaration with goals previously adopted at summit conferences and in other forums.
The eight goals adopted by the international community include the elimination of poverty and famine, the provision of universal elementary education, the achievement of gender equality and the improvement of the status of women, and the reduction of infant mortality by 2015. One of the goals is the prevention of the spread of HIV/AIDS and other infectious diseases, which was also the focus of the DITLA project.
The United Nations decided to work in partnership with Olympus because they regard the DITLA project as providing a message that could be used to raise public awareness about the Millennium Development Goals, as well as HIV/AIDs. The donationNote1 through the UNDP was used to produce a music CD, We are the Drums –for an AIDS Free Generation. The CD features music composed and performed by African musicians, with lyrics that inform listeners about HIV/AIDS and its prevention.
Songs from the CD help to inform the public every time they are played on local radio stations in Africa. To mark World AIDS Day on December 1, 2007, the CD was distributed during the DITLA photographic exhibition at the National Art Museum of China in Beijing. It was also distributed to media organizations across Africa through the United Nations network.
The DITLA photographic exhibition is still being staged in various locations. In 2008, it was presented in multiple venues to coincide with the 4th Tokyo International Conference on African Development (TICAD IV) in Yokohama. The exhibition also included an MDGs corner to inform visitors about the significance of the Millennium Development Goals.
Olympus has been a member of the United Nations Global Compact since 2004. Through the Global Compact, companies make a pledge to the international community to observe 10 principles relating to human rights, labor, the environment and the prevention of corruption. In addition to meeting its obligations under the Compact, Olympus is actively working in partnership with international organizations and the international community to find solutions to problems. This commitment includes its support through this project for the efforts of the international community to fulfill the pledge to achieve the Millennium Development Goals.
Note1: This was in addition to the donation of income from books.
Click here to visit the "A Day in the Life of AFRICA" website for details and updates.
A logo created to promote awareness of the MDGs
Reproduced with the permission of the Hottokenai Sekai no Mazushisa (Don't let it be - World Poverty) organization
the Millennium Development Goals
1. Eradicate extreme poverty and hunger
2. Achieve universal primary education
3. Promote gender equality and empower women
4. Reduce child mortality
5. Improve maternal health
6. Combat HIV/AIDS, malaria and other diseases
7. Ensure environmental sustainability
8. Develop a global partnership for development
We are the Drums–for an AIDS Free Generation
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