Slowing it down (to amp it up)

If there is anything we have in common, and by we I mean those of us who work in digital and social media marketing is that we are ‘always-on’…

We are continuously rushing from one thing to the other, looking for inspiration, following all the new trends (and wondering which ones we can hop on), learning new technologies and trying to figure out what we can do with AI, keeping an eye on competition and burning the midnight oil trying to understand our target audiences.

However, outside of the dangers of burn out (which is unfortunately so common with people working in social media), our creativity frequently gets stifled by all the incoming information we are receiving on a daily basis (or on an hourly basis). It’s very hard to delineate inspiration when we are constantly stimulating our brains with copious amounts of information.

I have found it extremely beneficial to be intentional about creating mental space in order to feed my creativity. This space can be attained in many different ways; taking some time off from being on social media (a social media detox, if you may), meditation and breathing exercises, engaging in ‘offline’ and real-world activities and conversations, creating ‘random’ content that has nothing to do with your task or client to experiment, nourishing yourself with content that challenges you and expands your horizons (books, remember those?), collaborating with new people, taking up a new hobby (preferably not something you do on your laptop/phone but with your hands)…and the list can go on.

What matters most is carving out space in your day, week or month to recenter yourself and give space for your inner voice to be heard, to just have fun with it, and not to force this idea of finding your creativity but allowing it to find its way to you.

What’s hibiscus got to do with it?

What’s in a name? What is in the name? The hibiscus juice or what we otherwise call Karkade in Sudan, is my favorite drink. It’s sweet, it’s tart, it’s refreshing, it has this magnificent color that draws you in, even before taking a single sip. It takes me back to joyous childhood memories, with my family, my grandparents, the cozyness of home and the warmth of familiar gathering. It’s a drink of celebration and community. And, for the longest time, I thought it was a drink we enjoyed in Sudan, and didn’t think beyond that.

When I (finally!) found out that, this gorgeous flower has roots across Africa, and its juice is embedded in so many cultures across the continent and the African diaspora…I was excited, delighted, to learn of something that connects us through our ancestral rituals and their consistent manifestations in our modern lives.

The beautiful roselle plant, didn’t only give us this delicious juice, but it created a line of connection through the continent and beyond, that gives us a wonderful insight into our shared story.

It only made sense to me to model this society, built on collaboration between female creatives from across the African continent on the story of hibiscus. A story of vibrancy, strength, beauty, health and cultural wealth.

So here’s to all the karkade, sobolo, bissap, zobo and agua de Jamaica lovers out there!