Youssou N'Dour has joined forces with Benetton, whose global communication campaign for 2008, Africa Works, will support Birima, the Senegalese micro-credit co-operative founded by Youssou. The international clothing company will create TV and print ads featuring recipients of loans from Birima (an example of which is at right) to promote the organization and will offer direct financial support as well.

The Independent (UK)'s Christena Appleyard attended the announcement of the joint venture (Benetton's first-ever involvement with a direct-action program) in Dakar by Youssou and the fashion firm's deputy chairman, Alessandro Benetton. The pair hope that Birima, which offers long-term loans, guaranteed by Youssou, to encourage entrepreneurship on a local level, will provide a successful model for further investment in the continent.

As Appleyard reports, Youssou is looking beyond the traditional aid model of charity towards the more productive distribution of repayable loans. In his words:

We are not here to ask for charity. It's a matter of dignity for the African people. I see this as a turning point. If people can't work, they lose their dignity. Working with [U2 singer] Bono, we managed to create a new diplomacy. By getting access to the right people, a lot has been achieved. But I believe this is now the way forward for us and hopefully for the rest of Africa.

For complete coverage of the announcement, including an interview with Alessandro Benetton and further input from Youssou, visit independent.co.uk.

Also, visit benetton.com for more information on Africa Works, to watch a video of a special recording of Youssou's song "Birima," and to learn more about the loan recipients who have already benefited from the efforts of Birima the organization.

Listen to the original album version of "Birima," off Youssou's Nonesuch debut, Joko (The Link), here: