Who is The Real Hero?

When we first met Stina, we asked her to share what Yennenga Progress was and what it did. Twenty minutes later, we were clear about two things: First, Stina was doing meaningful, inspiring, and transformative work. Second, Stina was in desperate need of our help.

We are The Real Hero, a storytelling consultancy that helps organizations find clarity in purpose so they can build their brand around a narrative that mentors its customers, the brand’s real hero.

Stina was born in Sweden to Swedish parents. The family moved to Africa when she was a young child because her parents worked in the NGO sector. Growing up in different African countries, Stina witnessed poverty and struggle at close range and at large scale from a very young age. It was always a stark contrast to the affluence of her birth country which she visited regularly.

At the age of 12, living in Burkina Faso, West Africa, she understood that the meaning of life was to improve the lives of those around her. She realized that as long as there was lack and suffering, we would never be able to reach our full potential as a species.

She also understood that poverty is the enemy of a sustainable earth. Being poor is about only being able to make short-term decisions, continuously just fulfilling basic needs and simply surviving the day. For many people in the world, life is not about enjoyment nor about building a better future.

She firmly believed that all human beings have the right to a future that is more than just struggling to survive and she decided that she would dedicate her life to doing whatever it takes to change this.

Stina and her mother, Eva, established a pre-school in the village of Nakamtenga in Burkina Faso in 2001, together with the local women's group. Yennenga Progress was born.

Today, Yennenga Progress is a non-profit organization that raises funds to enable the livelihoods of 1500 people in Nakamtenga, and open to other people in the area, setting the example that it is possible to create welfare for all. Children go to school, land is being farmed and reclaimed from the desert, water has been found, there is a hospital and commerce, and democracy and gender issues are being addressed under the guidance of the local king.

For Stina, it is the only way to live a worthy life.

She understood at that point that as long as people struggle to survive, there won’t be a better future for any of us. This strong sense of community and responsibility to make a difference manifests in Stina doing whatever it takes to end absolute poverty.

With our help, Stina was able to identify the most important events in her life and the impact she wants to make in the world to create a brand narrative that inspires people to take action. Her brand strategy today is focused on inspiring individuals and organizations who want to make a difference to donate competence, time, money and resources to her cause. Without the donors, Yennenga Progress wouldn’t be able to do the transformational work it envisions: to end absolute poverty and bring sustainable prosperity for all.

Brand Purpose :
To end absolute* poverty and bring sustainable prosperity for all

Moral of the story : 

The only way to eliminate absolute poverty is to do whatever it takes.

What does Yennenga Progress do?
Yennenga Progress is a Swedish non-profit organization committed to ending absolute poverty one community at a time. We take a holistic approach to promote social and environmental progress.
Hero :
Corporate donors, private donors, foundations and individuals who want to make meaningful change in the world. They are privileged but they are not making the total impact they could. Donors and volunteers often believe in empowering individuals and communities to become self-sufficient and create sustainable change. They seek to understand the challenges faced by others and work towards long-term solutions that address root causes. Many philanthropists recognize the importance of collaboration and partnerships. Yennenga can help you fulfill your vision and bring you closer to who you want to be.

* Absolute poverty is a term used to describe a severe level of poverty where individuals or households are unable to meet their basic human needs for survival, such as food, clean water, shelter, and healthcare. In the context of absolute poverty, people are living below the established poverty line, which indicates the minimum income required to afford the essential necessities for a decent standard of living. Absolute poverty is a condition of extreme deprivation and lack of resources, making it challenging for individuals to escape the cycle of poverty without external assistance and support.

Who are The Real Hero, storytelling consultancy?

About Iñaki:

Iñaki Escudero is a passionate advocate for the transformative power of learning. With over 12 years of experience at Hyper Island, he has honed his skills as a learning designer, executive coach, and future strategist, working with clients across the Americas, Asia, and Europe.

Iñaki's expertise lies in storytelling and brand strategy, helping brands like Adidas, Accenture, and Movistar navigate emerging trends and challenges to build strong brand stories.

One of his greatest passions is curating content that delves into industry-focused trends, and he manages newsletters covering topics from Education and Brand Strategy to Innovation and Creativity. As a coach, Iñaki has a remarkable ability to challenge established thinking, empowering executive-level leaders to inspire change and innovation within their organizations.

Beyond his professional pursuits, Iñaki is an avid reader, devouring a book a week for over a decade. He also takes on challenging marathons and explores health-span philosophies in his relentless quest for knowledge. Currently based in Austin, Texas, USA.

About Antonella 

Antonella believes in life-long learning and is insatiably curious about language, culture and people. Originally from South Africa, she has spent most of her adult life in Stockholm, Sweden and in 2022 undertook an upskilling course at Hyper Island where she met Inaki.

Her professional career has included work in several large international B2B companies as well as small consultancies and even a few years as an entrepreneur producing hand-made candles in Cape Town, South Africa. She has a tourist guide certification, sings in a choir and enjoys hiking and swimming.

The red thread in all her work has been communication in some form. As a marketing communication professional much of her work has involved the written word in all its forms and in all channels from websites to social media. She has the ambition to write at least one book during her lifetime.

For her, traditional marketing is complex and unnecessarily complicated. The Real Hero brings a fresh perspective to the art of communication and branding in a way that is as unique as every founder.