Pan-African leaders in communications, media and branding convene to address Africa’s local, regional and global image gap.

 Africa has an agenda for shaping its own narrative. That is the defining message that emerged from a high-level gathering of the continent’s most respected experts in marketing, branding, strategic communications and media. Brought together under the auspices of the African Union Commission’s (AUC) Information and Communication Directorate, the two-day convening (2–3 December 2025) took place at AU Headquarters in Addis Ababa.

The leaders in attendance form part of a Creative Council convened by the advocacy organisation Africa No Filter and chaired by Thebe Ikalafeng the global African branding expert. Their primary goal at the meeting was to help shape Opportunity Africa - a new continental movement focused on unifying how Africa presents itself internally and to the world. Its aim is to strengthen Africa’s reputation, deepen cultural confidence, and promote continental integration.

Moky Makura, Executive Director of Africa No Filter said; “The meeting signals a major step in embedding narrative change into Africa’s long-term development agenda. It is the first of its kind to pull in a truly pan African collection of experts who are aligning to

address one of the continent’s most consequential challenges – the perception gap that costs us over USD4.2billion every year and undermines investment, confidence, and our self belief.”

Powerful voices shaping this pivotal moment include; Gina Din, African

communications strategist and founder of Daughter of Africa, who highlighted the importance of continental resolve; “Africa is claiming its story. The Opportunity Africa initiative gives us the structure to do this with honesty, discipline, and ambition. This is more than a campaign - it is a continental decision to speak for ourselves with clarity and pride.”

Kwame Senou, Edelman Regional Advisor for West C Central Africa emphasised the

historical significance of the moment added: “At a time of triple transition in the world, Africa must reclaim its place in the future. I am excited to be part of the collective effort to drive that ambition. There are many moments where Africans determined their

history - this is one of them.”

Thoko Modise, Head of Communications C Digital Marketing at Brand South Africa, underscored the long-term legacy being built; “We are growing seeds for a legacy that

will benefit future generations. Africa is, and has always been, ready to unleash its greatness to the world!’

Samo Onyemelukwe, Head of Global Strategic Partnerships at Trace TV added; “This week, we set the stage for an historic and impactful step forward for the continent.”

The convening marks the shift from idea to collective action as the structure, strategic clarity and continental alignment is put in place for a campaign that will see the

continent defining its own narrative.

Profiles of Creative Council

About Opportunity Africa

Opportunity Africa is an emerging continental movement designed to unify how Africa communicates to itself and to the world. Its aim is to position the continent as the world’s largest untapped opportunity for Africans and the world by showcasing

opportunity, progress and innovation. The movement is coordinated in partnership with leading experts across the communications ecosystem.

About Africa No Filter

Africa No Filter is an advocacy organisation working to shift stereotypical narratives

about Africa. We exist because many stories about Africa still lazily revolve around the single story of poor leadership, poverty, corruption, disease, and conflict. These stories fail to portray the other more progressive side of Africa and collectively perpetuate the narrative that Africa is broken, dependent and lacks agency. The result? Harmful stereotypes that continue to paint a rigidly negative picture of the continent, despite the massive strides we are making. Our mission at Africa No Filter is to shift these stereotypes because they impact the way the world sees Africa and how Africa sees itself.

Through community building and advocacy, we support storytellers to help shift the stereotypical narratives about Africa one story at a time.

For more information: contact Moky@africanofilter.org