By Bunmi Yekini
Renowned public health expert and ethical business advocate, Professor Myriam Sidibe, has called on global companies and philanthropies to design business models that drive both growth and social impact.
In her newly released TED Talk titled “Sex, Soap and Alcohol”, Sidibe, who is Chief Mission Officer of Brands on a Mission (BoaM), challenged businesses to rethink their role in tackling Africa’s most urgent challenges, especially those affecting women and girls.
“Building a better world requires a business model designed to get us there. Without this, it is just wishful thinking,” Sidibe said. “We need to use the power of credibility, partnerships, and business to build economies that work for girls, growth, and the global good.”
Her talk highlights three areas where brands have already demonstrated the power to deliver change:
Sex and Reproductive Health: Sidibe pointed to alarming statistics, 8.3 million unsafe abortions each year, 210,000 maternal deaths, and Sub-Saharan Africa accounting for 63 percent of new global HIV infections among young women. She introduced “Fatima,” an AI-driven animated character created by BoaM to break down stigma around menstruation, contraception, and reproductive rights.
Soap and Hygiene: Reflecting on her work at Unilever, Sidibe recalled leading the “Help a child reach five” campaign for Lifebuoy soap. The initiative improved handwashing behavior among more than one billion people, reduced child mortality, and boosted the brand’s market presence.
Alcohol and Gender-Based Violence: Sidibe praised the Carling Black Label #NoExcuse campaign in South Africa, which engaged men to challenge harmful gender norms. The initiative not only shifted perceptions around gender-based violence but also enhanced the brand’s reputation.
Sidibe’s core message was clear: brands that align with consumers to shift culture and norms create lasting impact.
“When brands align with consumers to shift culture and norms,bnot just to sell products,breal change happens,” she concluded.
Her full talk is now available on the TED platform, free for global audiences to watch.