In 2019, the Year of Return campaign became a huge public relations success. International media houses provided favorable coverage on Ghana and high profile international celebrities also visited the country. It was a 400-year full-circle moment for most of them who were descendants of Africans who were sold into slavery in the Americas.
The Year of Return campaign was masterminded by Hollywood star Boris Kodjoe and Bozoma Saint John, who is a big shot marketing executive. In his state of the nation address today, which is the first since the Year of Return campaign was officially launched last year, President Akufo-Addo took time to celebrate Boris and Bozoma for the great work they did.
I should thank two people in particular who have embraced their Ghanaian heritage and have played a key role in our effort to building lasting bridges between Ghana and African-Americans,” President Akufo-Addo said. He then went on to identify them as the “Hollywood star, Boris Kodjoe and international marketing icon, Bozoma Saint John.
We are grateful to both of them for leveraging on their star-power to attract thousands to the land of their fathers and to drive a fresh narrative that says Ghana is a land of opportunity; visit, invest, make it your home,” the President said. To capitalize on the gains made from the Year of Return, the government has launched the “Beyond the Return” campaign.
As a follow-up campaign for the Year of Return, the government has launched the “Beyond the Return” campaign in the hopes of solidifying the gains made through the year of return campaign and exploring new opportunities.