Effective Communication

An AUC that communicates with and engages Member States/Stakeholders in defining and implementing the African Agenda

Information and awareness of the many of the achievements of the African Union and those of its Commission are not widely known, particularly among ordinary African citizens. In addition, the continent continues in general to be negatively presented in international media channels. More proactive communication and multilingualism is needed to enhance the visibility of the AU, the Commission and other organs of the Union, develop citizens' engagement in the African Agenda and reverse the negative image of the continent while respecting for diversity.

Under this outcome, the Commission will engage in promoting active communication and branding through implementation of the AU Communication and Advocacy Strategy 2014-2017 and Action Plan, and in general enhance the AUC capacity to deliver effective communication and to plan, develop, coordinate and implement a continental communication strategy in order to inform and influence audiences across Africa and globally.

The AU's corporate identity will be strengthened through increased visibility, accessibility and accountability of AU organs to the African public. At the same time, the Commission will strengthen its communication infrastructure, as well strengthening the Pan African media network. Measures to disseminate positive information on and about Africa will be intensified in partnership with member states.

An important issue relates to communication channels to reach the youth in order to inculcate in them a sense of shared destiny and values as Africans. Due to the fast pace of communication, there is a paramount need for the youth to be rooted in their African values but remain open to global trends. Effective communication is critical to bridging the intergenerational gaps with respect to values.

Under the Third Strategic Plan, communication will serve as a cross-cutting function and instrument to enable the Commission to systematic document, package and disseminate information the many positive interventions by the AU and the Commission.

Building people-centered Union, also entails creating the space for citizens' (including those in the Diaspora), involvement in the decisions, programmes and activities of the Union and Commission. This will contribute to strengthening the sense of ownership and forge solidarity around the Union's vision. In this regard, the Commission will facilitate the establishment and operation of stakeholder platforms (e.g. AU Trade Union Forum, AU-CSO Consultations, Inter-faith dialogue and Diaspora RCC). The Commission will continue to provide support for the functioning of ECOSOCC.

To implement these strategies and actions under this outcome, the Commission's directorate of CIDO will take the lead. For each output under this outcome the lead AUC departments, the cooperating departments and the external partners have been identified .

RECs and Member States' institutions are the principal actors in the implementation and monitoring of actions on the ground, working closely with the NPCA.