By Positive Eye News Reporter
JOHANNESBURG – Member States and media professionals from across the Southern African Development Community (SADC) have been urged to intensify efforts in enhancing the visibility, awareness, and communication of the regional bloc’s programmes and their impact on citizens’ lives.
This collective call was made during the Validation Workshop for the Draft SADC Communication, Awareness and Visibility Strategy 2025–2030, held from April 15 to 16, 2025, in Johannesburg, South Africa.
Addressing the gathering, Mr. Lawrence Masera, Communications Officer in Zimbabwe’s Ministry of Foreign Affairs and International Trade and Chairperson of the workshop, underscored the need for a dynamic communication strategy that resonates with the aspirations of the region’s people and embraces innovation in an evolving media landscape.
“This is not just a Secretariat responsibility,” he noted. “All Member States and stakeholders must be active participants in amplifying SADC’s message, especially to those in remote and underserved areas.”
Ms. Barbara Lopi, Head of Communication and Public Relations at the SADC Secretariat, stressed the strategic importance of a well-structured communication framework. “SADC is relevant, and the region is better off with SADC than without,” she stated, highlighting that the regional bloc—since its formation in 1980—has made notable strides in economic integration, peace, and development that deserve greater visibility and understanding.
The workshop served as a crucial forum for stakeholders—including National Media Coordinators from 15 Member States and representatives from regional communication and media organisations—to review and refine the draft strategy. Participants engaged in robust discussions, sharing lessons from previous implementation cycles and exploring innovative approaches to outreach, especially in reaching grassroots populations.
Ms. Rajoelson Andriambolona Rindrantsoa Tsifaniaina, Head of Department for Press and Communications of Madagascar and incoming SADC Chair, applauded the collaborative spirit that characterised the validation process. She noted that the input gathered reflects a growing regional consensus on the importance of communication in shaping public perception, trust, and ownership of SADC’s initiatives.
The draft SADC Communication, Awareness and Visibility Strategy 2025–2030 focuses on strengthening strategic messaging, enhancing partnerships with media and civil society, utilising digital platforms, and improving access to information in local languages. Once approved by the SADC Council of Ministers in August 2025, it will serve as a blueprint for coordinated communication across Member States.
The workshop was organised by the SADC Secretariat with technical and financial backing from GIZ through the SADC National-Regional Linkages (SNRL) project. GIZ’s support underlines the importance of strong regional linkages in achieving sustainable development and integration goals.
As SADC looks to the future, the new communication strategy is expected to bridge information gaps, foster inclusivity, and ensure that the benefits of regional cooperation are widely understood and appreciated across Southern Africa.
