Changing the Narrative: Media and Image Building

Shadowed in mystery and misunderstanding, the mainstream media has often portrayed Africa and peoples of African descent in a negative light. The aim of the “Brand Africa” initiative is to promote a positive awareness about Africa and people of African descent without ignoring existing and imminent challenges.

Accompanied by our media ecosystem and partnerships, this initiative includes a series of strategic workshops, conferences, campaigns and seminars that help celebrate the Africa’s present and historical contributions to humanity while informing a variety of audiences (academic, business, tourism enthusiasts, etc) on current events and topics of interest relating to the African continent. These events also assist in highlighting the power of the media to increase public awareness of Africa’s reality, while advocating for more fair and balanced coverage of African developments in the news media and across governments, the corporate world and society as a whole.

Simultaneously, the Council aims to give an African perspective on global events that impact the economic, social and political issues of the continent and its diaspora, thus giving Africa a fresh perspective in its own image building and re-branding.