Opportunity Africa launches Creative Council to reshape global perception of the continent

Africa’s leading voices in communications, media and marketing have come together under a new pan-African initiative aimed at redefining how the continent is viewed globally.

In line with Agenda 2063, Opportunity Africa has unveiled its Creative Council, a platform designed to drive a stronger, more unified narrative about Africa and contribute to building “The Africa We Want”.

The initiative seeks to reshape both global and internal perceptions by amplifying the people, institutions and stories already transforming the continent’s image. It offers a shared platform for brands, organisations and storytellers to align around a more cohesive and compelling African narrative.

At a time of shifting global dynamics, where competition for capital, influence and attention is intensifying, perception has become as critical as reality. For Africa, image is no longer a secondary concern but a strategic priority. The Creative Council has been established to ensure the continent’s story is told by those actively shaping its future.

The Council comprises senior figures who have influenced narratives at national, regional and international levels. Their mandate is to guide the creative direction of the initiative, connect it with networks across Africa and ensure its messaging remains credible, relevant and culturally resonant.

“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.” Faith Adhiambo, Communication Officer, Agenda 2063 African Union.

“It is a privilege for Africa No Filter to serve as secretariat and help steward this forward. It is unprecedented to see this level of expertise and collaboration coming together to build the narrative infrastructure Africa needs to reframe the continent,” said Moky Makura, Executive Director of Africa No Filter and co-chair of the Council.

“I joined the Opportunity Africa initiative because I believe the world needs to see Africa as it truly is: brilliant and bursting with opportunity, rather than a continent defined by its challenges. Being part of this council is about ensuring the next generation of Africans are seen through a lens of possibility and agency, shifting the global conversation from deficit to potential. I am proud to support a movement that reclaims our narrative to show a dynamic continent of progress and innovation.” Tosin Adefeko, founder and CEO, AT3 Resources - The Muvmnt Agency.

Founding members of the Creative Council include influential leaders from organisations such as TRACE, Africa Practice, the African Union, Brand South Africa, IC Publications, Alpha Media Holdings and X3M Ideas, alongside other key institutions across the continent.

The Council’s formation marks a significant step in building a coordinated, strategic approach to Africa’s global storytelling, positioning the continent to better compete for investment, influence and recognition on the world stage.