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Pan-African initiative brings together communications, media, and marketing leaders to build “The Africa We Want” under Agenda 2063.
In a significant move to reshape the global perception of Africa, the Opportunity Africa initiative has launched its Creative Council. The new body is assembling the continent’s foremost communications, media, and marketing leaders. The council aims to advance a cohesive narrative that contributes to building The Africa We Want. This is in alignment with the African Union’s Agenda 2063.
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The Creative Council serves as a pan-African platform and movement designed to shift how the world sees Africa and how Africa sees itself. It works by amplifying the people, stories, and institutions already changing perceptions. The Council offers a shared platform that brands, institutions, and storytellers can rally around to communicate a stronger, more unified story of the continent.
Why Perception Matters Now
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 ensure that Africa is defined by those building it, not by external narratives.
“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,” said Faith Adhiambo, Communication Officer for Agenda 2063 at the African Union Commission.
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 it remains credible, relevant, and culturally resonant across diverse markets.
Unprecedented level of expertise reframing the continent
“It is a privilege for Africa No Filter to serve as secretariat and help steward this forward,” said Moky Makura, Executive Director of Africa No Filter and co-chair of the Council.
“It is unprecedented to see this level of expertise and collaboration coming together to build the narrative infrastructure Africa needs to reframe the continent.”
Founding Members
Initial members of the Creative Council include senior leaders from:
- TRACE
- Africa Practice
- African Union
- Brand South Africa
- IC Publications
- Alpha Media Holdings
- X3M Ideas
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Other leading institutions across the continent
These leaders bring decades of experience shaping narratives at national, regional, and global levels, positioning the Council to drive meaningful change in how Africa is perceived.
A Movement for Unified Storytelling
The Opportunity Africa Creative Council is designed as a collaborative platform where brands, institutions, and storytellers can align to communicate a stronger, more unified story of Africa.
By amplifying the voices and achievements of those already building the continent, the initiative seeks to counter outdated stereotypes and position Africa as a continent of opportunity, innovation, and resilience.
As the global landscape continues to evolve, the Council’s work will be essential in ensuring that Africa’s story is told on its own terms—by those who know it best.
View the campaign video here.
