Launching an online campaign to reshape global perceptions of Africa
Written by: Ayman Ragab
“Africa Undiluted” launched the “No Waiting” campaign, calling on Africans across the continent and in the diaspora to highlight the people, ideas, companies, and progress that are already shaping Africa's future.
Speaking at the launch event in Addis Ababa, the capital of Ethiopia, Muki Makura, Executive Director of Africa No Filter, said the campaign aims to empower African people to share their own stories and reshape global perceptions of the continent.
“The initiative is about trying to reframe the world's view of Africa. It also reflects our own view as Africans of ourselves. The negative perception the world has of Africa has led to the loss of billions of dollars that could have been invested in the continent,” Makura stated at the press conference.
Challenging distorted stereotypes about Africa and promoting authentic narratives
Makura urged Africans to challenge distorted stereotypes about Africa and promote authentic narratives that reflect the continent's progress, culture, and potential.
Makura said, “Global perceptions of Africa as misinformation and outdated stereotypes continue to distort the continent's image,” pointing out that one of Ethiopia's worst famines 40 years ago shaped the continent's image for an entire generation.
The campaign calls on people to participate by sharing their stories, ideas, and causes that deserve more attention, using the hashtag ##NotWaiting. Participants can also sign the campaign’s statement and share their stories on the website www.notwaiting.africa.
Stories of Progress, Creativity, and Innovation
The campaign will continue on the 25th of each month, creating a recurring moment where Africans collectively flood the internet with stories of progress, creativity, innovation, and opportunity from across the continent and the diaspora.
Faith Adiambo, Senior Communications Officer at the African Union Commission for Agenda 2063, said that the #NotWaiting campaign embodies the energy of a generation that is no longer waiting for others to see, acknowledge, or define it. Adiyambo added, “Africans are already building the future they want, and this campaign helps highlight that to us and to the world.”.
