President Macky Sall

An incumbent President in francophone Africa – Senegal – seeking a second term in office at a time when many citizens, like their counterparts, in many other parts of Africa had begun to demand progressively better standards of governance and politics, as well as the dividends of democracy, which impact they can actually feel in their day – to – day lives.


Despite having raised the profile of the country in his first tenure, reduced unemployment and even began work on a new city that will reduce overpopulation in the capital city of Dakar, the candidate was still unable to communicate these gains in a resonant message and to solve a trifold problem:

  • Country-wide scepticism towards the establishment; to which the client belongs;
  •  Softening up the client’s persona; and
  • Disconnect with the larger population of voters, especially the younger demographic and the lower middle class.

We set out tackle this project using a four-pronged approach that all centred around the campaign slogan – Un Sénégal pour tous (A Senegal for All) – we created to deal with the lack of coherent messaging:


First, we created the most fitting avenue to introduce the Senegalese people to a small but potent idea: Un Sénégal pour tous.

  1. Figures released by the National Vote Counting Commission (CNRV) on Thursday, 28 February, 2019 showed that President Sall won outrightly in the first round of voting with a 58.27% lead.
  2. President has become one of the most celebrated leaders in Africa for the positive impact of his work in Senegal as a result of the local and international media engagement engineered by StateCraft Inc.
  3. Over 1.5 million views across all digital platforms for Un Sénégal pour tous related content.
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