Global Citizen x BeyGOOD: Documenting Impact Through Story, Strategy & Culture
A creative storytelling project developed to honour and evidence the fulfilment of BeyGOOD’s commitment to upskill 50 young Africans, translating impact into a lasting cultural and communications asset through narrative, design and strategic rollout.
From Commitment to Cultural Record
BeyGOOD, the philanthropic foundation of global superstar and entrepreneur Beyoncé, committed to funding a fellowship programme to upskill 50 young Africans through a generous contribution from Tyler Perry. Delivered in partnership with Global Citizen, the programme was successfully fulfilled, and Global Citizen approached Refresh Afrika to help find a meaningful, creative way to document and showcase that impact.
The challenge was not reporting outcomes, but honouring the people behind them. Together with Global Citizen and BeyGOOD, we identified an opportunity to move beyond traditional impact reporting and create a tangible cultural record of the fellowship: a Yearbook that would centre the fellows, their journeys and the significance of the commitment being met.
Designing the Yearbook as Storytelling
refresh Afrika led the creative concept, narrative development and editorial direction of the Yearbook. We wrote the full publication, shaping a clear, human-centred story that connected BeyGOOD’s commitment, Global Citizen’s platform and the lived experiences of the fellows themselves.
Our role included coordinating contributions from key stakeholders, consulting closely with Global Citizen, BeyGOOD and programme partners, and sourcing creatives to design and visually realise the publication. The result was Global Citizen’s first-ever physical impact book, a permanent artefact documenting fulfilment, progress and possibility. The Yearbook captured the fulfilment of the fellowship across multiple African markets, documenting delivery in South Africa, Nigeria and Kenya, while extending the story into Global Citizen’s wider strategic territories to reflect the scale, ambition and reach of the commitment.
Click through the below flip-book for more information and insights:
Launch, PR & Amplification
Beyond the book itself, we developed and executed the public relations and social media rollout. We positioned the Yearbook not only as a report, but as a celebration of follow-through, investment in youth, and people-centred impact. Through coordinated storytelling across platforms, the project amplified BeyGOOD’s commitment, highlighted the fellows’ achievements, and reinforced Global Citizen’s role in driving accountable, measurable change.
The work demonstrated how impact documentation can live beyond data, becoming something people can see, hold, share and believe in.
The refresh Afrika Approach
This project reflects our approach to impact storytelling: translating commitments into narratives that feel human, credible and culturally resonant.
By refreshing perspective, we help partners rethink how impact is communicated, elevating outcomes into stories that endure, travel and inspire trust.
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