Troy-based Media Genesis, in partnership with the United Nations, launched a new Web site, identity and communications strategy for the Business Call to Action initiative.

The initiative calls on companies to engage the developing world in mutually beneficial, viable business strategies. 

In a 2009 BCtA video, Indra Nooyi, chairman CEO of PepsiCo, explained the benefit of BCtA membership. “This is about exploring and developing innovative business models that are economically viable and good for development. If we all take action we can make a difference,” Nooyi said.

Media Genesis designed a new look for marketing and communication materials and developed an entirely new Web site at The site includes a montage of videos, images and case studies highlighting member initiatives in more than 20 countries from businesses such as, PepsiCo, Coca Cola, Cisco, CitiGroup, Ericsson and Microsoft. 

Bill Gates said in his 2009 video produced by the BCtA, “I’ve met a lot of young people in Africa who, if they just had the access to some of the support we take for granted, they could do amazing things in technology and business …  So I’m personally very committed to this and so is the entire company. We plan to open new Microsoft Innovation Centers in Morocco, Nigeria, Uganda, and Rwanda.”

Active participation from seven governmental and non-profit partners affiliated with the BCtA is another critical aspect of the initiative.  

President Bill Clinton, Founder of the Clinton Global Initiative, said in his 2009 BCtA video, “As we chart our course in this century, we are confronted with significant global challenges. BCtA recognizes that the private sector has a vital role to play in transforming these challenges into opportunities.”

“Now that we have launched this new identity, messaging, collateral and Web site, we are working on a web-based application that allows partners to submit business models and collaborate with United Nations Development Programme team and keep track of progress,” said Media Genesis president Antoine Dubeauclard. “In time, the information gathered here can allow us to establish best practices and share those to reach a greater impact.”

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