Saluting tradition of mentorship: Heineken promotion benefits BUF
Michigan Chronicle, February, 1997
Michigan Chronicle 02-11-1997 Saluting tradition of mentorship: Heineken promotion benefits BUF. In African culture, the individual and the community are inextricably linked. Groups like the Ivory Coast's Yakouba keep that tradition alive through adulthood transition ceremonies where the secrets to preserving the ancestral line and ensuring the continued well-being of the community are shared.
In western culture, this tradition can be likened to mentoring. For Black History Month 1997, Heineken USA is celebrating the power of mentorship with a consumer promotion featuring two rare, African ceremonial masks worn by Yakouba male and female adulthood initiates. The promotion's theme, "Feel the Ancestral Honor," captures the African philosophy that mentoring is a basic...
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