Rebrad Africa by Bono NYT Sunday July 12, 2009

Op-Ed Guest Columnist
Rebranding Africa
By BONO

DATELINE: Imminent. About now, actually.

Soon, Air Force One will touch down in Accra, Ghana; Africans will be welcoming the first African-American president. Press coverage on the continent is placing equal weight on both sides of the hyphen.

And we thought it was big when President Kennedy visited Ireland in 1963. (It was big, though I was small. Where I come from, J.F.K. is remembered as a local boy made very, very good.)

But President Obama’s African-ness is only part (a thrilling part) of the story today. Cable news may think it’s all about him — but my guess is that he doesn’t. If he was in it for a sentimental journey he’d have gone to Kenya, chased down some of those dreams from his father.

He’s made a different choice, and he’s been quite straight about the reason. Despite Kenya’s unspeakable beauty and its recent victories against the anopheles mosquito, the country’s still-stinging corruption and political unrest confirms too many of the headlines we in the West read about Africa. Ghana confounds them.

Not defiantly or angrily, but in that cool, offhand Ghanaian way. This is a country whose music of choice is jazz; a country that long ago invented a genre called highlife that spread across Africa — and, more recently, hiplife, which is what happens when hip-hop meets reggaetón meets rhythm and blues meets Ghanaian melody, if you’re keeping track (and you really should be). On a visit there, I met the minister for tourism and pitched the idea of marketing the country as the “birthplace of cool.” (Just think, the music of Miles, the conversation of Kofi.) He demurred ... too cool, I guess.

Quietly, modestly — but also heroically — Ghana’s going about the business of rebranding a continent. New face of America, meet the new face of Africa.

Ghana is well governed. After a close election, power changed hands peacefully. Civil society is becoming stronger. The country’s economy was growing at a good clip even before oil was found off the coast a few years ago. Though it has been a little battered by the global economic meltdown, Ghana appears to be weathering the storm. I don’t normally give investment tips — sound the alarm at Times headquarters — but here is one: buy Ghanaian.

So it’s not a coincidence that Ghana’s making steady progress toward achieving the Millennium Development Goals. Right now it’s one of the few African nations that has a shot at getting there by 2015.

No one’s leaked me a copy of the president’s speech in Ghana, but it’s pretty clear he’s going to focus not on the problems that afflict the continent but on the opportunities of an Africa on the rise. If that’s what he does, the biggest cheers will come from members of the growing African middle class, who are fed up with being patronized and hearing the song of their majestic continent in a minor key.

I’ve played that tune. I’ve talked of tragedy, of emergency. And it is an emergency when almost 2,000 children in Africa a day die of a mosquito bite; this kind of hemorrhaging of human capital is not something we can accept as normal.

But as the example of Ghana makes clear, that’s only one chord. Amid poverty and disease are opportunities for investment and growth — investment and growth that won’t eliminate overnight the need for assistance, much as we and Africans yearn for it to end, but that in time can build roads, schools and power grids and propel commerce to the point where aid is replaced by trade pacts, business deals and home-grown income.

President Obama can hasten that day. He knows change won’t come easily. Corruption stalks Africa’s reformers. “If you fight corruption, it fights you back,” a former Nigerian anti-corruption official has said.

From his bully pulpit, the president can take aim at the bullies. Without accountability — no opportunity. If that’s not a maxim, it ought to be. It’s a truism, anyway. The work of the American government’s Millennium Challenge Corporation is founded on that principle, even if it doesn’t put it that bluntly. United States aid dollars increasingly go to countries that use them and don’t blow them. Ghana is one. There’s a growing number of others.

That’s thanks to Africans like John Githongo, the former anticorruption chief of Kenya — a hero of mine who is pioneering a new brand of bottom-up accountability. Efforts like his, which are taking place across the continent, deserve more support. The presidential kind. Then there’s Nigeria’s moral and financial fist — Ngozi Okonjo-Iweala, a managing director of the World Bank and the country’s former finance minister — who is on a quest to help African countries recover stolen assets looted by corrupt officials. And the Extractive Industries Transparency Initiative, which is helping countries like Ghana clean up the oil, gas and mining business, to make sure that profits don’t wind up in the hands of kleptocrats.

Presidential attention would be a shot in the arm for these efforts — an infusion of moral and political amino acids that, by the way, will make aid dollars go further. That should be welcome news to the Group of 8 leaders gathered in Italy to whom Mr. Obama bids a Hawaii-via-Chicago-inflected “arrivederci,” as he leaves for Africa.

This week’s summit meeting looks as if it will yield some welcome new G-8 promises on agriculture. (So far, new money: America. Old money: everyone else.) This is the good news that President Obama will bring from Europe to Ghana.

The not-so-good news — that countries like Italy and France are not meeting their Africa commitments — makes the president’s visit all the more essential. The United States is one of the countries on track to keep its promises, and Mr. Obama has already said he’ll more than build on the impressive Bush legacy.

President Obama plans to return to Africa for the World Cup in 2010. Between now and then he’s got the chance to lead others in building — from the bottom up — on the successes of recent efforts within Africa and to learn from the failures. There’s been plenty of both. We’ve witnessed the good, the bad and the ugly in our fraught relationship with this dynamic continent.

The president can facilitate the new, the fresh and the different. Many existing promises are expiring in 2010, some of old age and others of chronic neglect. New promises from usual and unusual partners, from the G-8 to the G-20, need to be made — and this time kept. If more African nations (not just Ghana) are going to meet the millennium goals, they are going to need smart partners in business and development. That’s Smart as in sustainable, measurable, accountable, responsive and transparent.

Africa is not just Barack Obama’s homeland. It’s ours, too. The birthplace of humanity. Wherever our journeys have taken us, they all began there. The word Desmond Tutu uses is “ubuntu”: I am because we are. As he says, until we accept and appreciate this we cannot be fully whole.

Could it be that all Americans are, in that sense, African-Americans?

Bono, the lead singer of the band U2 and a co-founder of the advocacy group ONE and (Product)RED, is a contributing columnist for The Times.