Pan-African Campaign Seeks to Recast Africa’s Global Image

Launches $1 million #NotWaiting campaign

A coalition of pan-African advocacy and branding organizations launched a USD one million campaign in Addis Ababa aimed at challenging negative global perceptions of Africa, arguing that persistent stereotypes continue to deter investment and inflate borrowing costs across the continent.

The initiative, branded #NotWaiting, was unveiled on Africa Day by Opportunity Africa, a movement convened by Africa No Filter, Brand Africa and partners including the African Union.

Organizers said the campaign seeks to encourage Africans on the continent and in the diaspora to spotlight local innovation, entrepreneurship and development stories that are often overshadowed by coverage centered on conflict, poverty and political instability.

The seed funding, provided by Africa No Filter, will be distributed to influencers, storytellers and community members producing content that highlights economic and social progress across Africa. The organization, which serves as the campaign’s secretariat, said it plans to leverage the initial financing to attract additional partnerships and expand the initiative over time.

“If Africans begin to see themselves differently, the world will too,” said Moky Makura, executive director of Africa No Filter. She said the campaign is guided by a creative council of 14 marketing and communications professionals from across the continent and supported by a network of roughly 600 African creatives committed to promoting alternative narratives about Africa.

Organizers framed the campaign as an economic as well as cultural initiative, arguing that perceptions of instability and risk contribute to higher debt-servicing costs and discourage foreign investment in African markets.

“If we are not covering our progress, nobody will do it for us,” said Kwame Semu, a member of the campaign’s creative council. Citing Ethiopia’s planned multibillion-dollar airport project as an example, he said African countries often fail to communicate major development efforts to international audiences.

“If you do not articulate your own narrative, no one else will do so on your behalf.” He further stated that the initiative aims to utilize this initial capital to cultivate broader collaborations and augment the campaign’s financial resources.

The campaign calls on the public to share stories of progress on the 25th day of every month using the hashtag #NotWaiting.

المصدر: The Reporter (Ethiopia)