AU Headquarters, 13 June 2019; The African Union has embarked on communication, visibility and branding activities that have expanded and strengthened its outreach. Through the AU Commission’s Directorate of Information and Communication, the Union has enhanced its internal and external communications functions, to increase efficiency and connectivity with African citizenry and stakeholders, in making available up-to-date information on the implementation and impact of Agenda 2063 projects, programmes and activities.
The strategic approach is evident in its redesigned, easier-to-navigate website; social media retargeting; publication of up-to-date and useful information and documents; and brand positioning of the AU mirrored in the new color and visual layout of its logo.
Mrs. Leslie Richer, AU Commission Director of information and communication (DIC), in acknowledging the intricacies of the nature of AU’s mandate, the geographical scope and decentralized functions of the organization, observes that the challenge as communicators, is to be able to provide communication support to all the structures of the Union but more importantly, disseminate timely information to the citizenry and stakeholders for them to keep abreast and understand the latest developments of the various activities being undertaken within the continent, and in the diaspora, as part of implementation of Agenda 2063.
To ensure a more integrated structure for communication, specifically enhancing the visibility and branding of the Union, the Directorate of Information and Communication has since rolled out its internal brand identity guidelines, as a centralized approach on the use of the AU iconography across the organization. “Enhancing the internal culture is really important for us to realize external success. The brand guideline is a reference point for any communication person within the organization, to understand the communication, visibility and branding elements of the AU. This ensures that we have the same understanding of the organization we work for. It is also significant for brand positioning of the AU”, she stated, adding, “through communication and visibility, we want the people to recognize and appreciate the green helmets; or the Africa CDC response team battling Ebola. We want people to have a deeper understanding of the AU such that when they see the logo, they can relate to the promise of an integrated, prosperous and united Africa”, she concludes.
The Directorate has assigned Communication officers as business-partners to all departments of the Commission and the organs of the Union, to assist in understanding and applying the branding guidelines. The brand identity guidelines will be incorporated into the Corporate Communication policy, currently being developed for the AU.
The Directorate recently launched a monthly e-newsletter “AU Monthly Bulletin” to upscale its communication from the various newsletters generated by departments, organs and mission offices. Among the other major publications by the Directorate, is the annual “AU Echo” and the “AU Handbook”, also available as a mobile Apps. The Directorate has also partnered with major African airlines inflight magazines, regional newspapers and other highly sought magazines and publications, to disseminate monthly information on the flagship projects and major developments of the organization.
Encouraged by response from the citizenry and the stakeholders, at the production of films on the flagship projects of Agenda 2063, the Directorate is keen to continue its streak of innovation and creativity, and is rolling out a series of short videos and corporate films to capture the structure and mandates of the institution and its successes, in driving forward the agenda of the “Africa we want”.
The Directorate of Information and Communication is the hub for communication and collaboration across the African Union. It contributes to the goal of bringing the AU closer to the African people and positioning the AU as a people-centred union through the development and dissemination of communication, to foster better understanding of the mandates of the AU and its key programmes, aimed at promoting Africa’s growth and development.
For further inquiry, please contact:
Doreen Apollos; Directorate of Information and Communication; AU Commission; ApollosD@africa-union.org | Tel: +251 115182737.
Directorate of Information and Communication | African Union Commission I E-mail: DIC@africa-union.org I Web Site: www.au.int I Addis Ababa | Ethiopia
