It is a pan-African platform and movement designed to shift how the world sees Africa and how Africa sees itself, by amplifying the people, stories and institutions already shifting perceptions. It is a shared platform that brands, institutions and storytellers can align around to communicate a stronger, more unified story of Africa.

At a time when the global order is shifting and competition for capital, influence and attention is intensifying, perception matters as much as facts. For Africa, image is no longer a soft issue. It is a strategic one. The Creative Council has been established to help ensure Africa is defined by those building it.

The Council brings together senior leaders who have shaped narratives at national, regional and global levels. Their role is to guide the creative direction of the initiative, connect it to their continent-wide networks and ensure the initiative remains credible, relevant and culturally resonant across markets.

“This is exactly the kind of collaboration Africa needs to shape a narrative that reflects our aspirations under Agenda 2063 and builds The Africa We Want. In line with the mandate of the African Union Commission’s Information and Communication Directorate, this work will strengthen how we communicate the Union’s priorities and amplifies Africa’s voice. We encourage more partners to join this growing movement.” Faith Adhiambo, Communication Officer, Agenda 2063 African Union.

“It is a privilege for Africa No Filter to serve as secretariat and help steward this forward. It is unprecedented to see this level of expertise and collaboration coming together to build the narrative infrastructure Africa needs to reframe the continent,” said Moky Makura, Executive Director of Africa No Filter and co-chair of the Council.

Initial members of the Creative Council include senior leaders from TRACE, Africa Practice, the African Union, Brand South Africa, IC Publications, Alpha Media Holdings, X3M Ideas and other leading institutions across the continent.

View the campaign video here.

Distributed by African Media Agency (AMA) on behalf of Africa No Filter