Professor Myriam Sidibe, Chief Mission Officer of Brands on a Mission (BoaM), has released a new TED Talk titled “Sex, Soap and Alcohol”, calling on companies and philanthropies to design business models that drive both growth and social impact.
Sidibe, known for her work on ethical business, argues that current business models are not doing enough to address pressing social challenges in Africa, particularly those affecting women and girls. She calls for stronger partnerships between businesses, governments, and communities to tackle issues such as public health, gender-based violence, and education.
“Building a better world requires a business model designed to get us there. Without this, it is just wishful thinking,” said Professor Sidibe. “We need to use the power of credibility, partnerships, and business to build economies that work for girls, growth, and the global good.”
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In her talk, Sidibe highlights three areas that demonstrate how brands can contribute to positive change:
Sex and Reproductive Health: Sidibe draws attention to the health challenges facing women and girls in Africa. Each year, 8.3 million women undergo unsafe abortions, 210,000 die from pregnancy-related causes, and 42 million women with sexually transmitted infections remain untreated. Young women in Sub-Saharan Africa account for 63 percent of new global HIV infections. Through BoaM, Sidibe is working with governments and corporations to develop programs that improve access to Sexual and Reproductive Health and Rights (SRHR). One such initiative is “Fatima,” an AI-driven animated character that brings to life the challenges girls face, such as period stigma and lack of contraception, while offering solutions that restore dignity and opportunity.
Soap and Hygiene: Sidibe reflects on her earlier work at Unilever, where she helped reposition Lifebuoy soap around the mission “Help a child reach five.” By prioritizing impact and long-term collaboration, the campaign reached more than one billion people, improved handwashing behavior, and contributed to reducing child mortality, while also strengthening the brand’s commercial success.
Alcohol and Gender-Based Violence: Sidibe points to the Carling Black Label #NoExcuse campaign in South Africa, which engaged men to challenge harmful gender norms. The initiative led to more men speaking out against gender-based violence and improved perceptions of the brand among consumers.
Sidibe concludes with a call to action for businesses and philanthropies to invest in Africa’s future: “When brands align with consumers to shift culture and norms—not just to sell products—real change happens.”
