By Reneska Moodley
LEAP Africa hosted a pivotal session on leveraging the power of storytelling for Africa’s development at the latest edition of Africa Communications Week held over 20-24 May 2024 under the theme ‘Influence’. The event, held on 24 May, commenced with an introduction by the host Joy Igbinedion, Communications Officer at LEAP Africa, and a warm welcome address by Kehinde Ayeni, the Executive Director of Leap Africa.
Ayeni’s introduction was lively and engaging, encouraging participants to actively engage by welcoming her in the chat. Her address set a positive tone for the workshop, emphasising the significance of communication and storytelling in African development.
Ayeni shared her personal journey in corporate communications and marketing, underscoring the importance of effective communication in shaping stories and narratives. She highlighted the vital role of storytelling in connecting with audiences on multiple levels, whether through logical argumentation, authority assertion, or emotional appeal, stressing the importance of understanding audience perspectives. Moreover, she explained storytelling’s power to spotlight social issues, provoke change, and mobilise communities, citing LEAP Africa’s efforts in this realm. Additionally, she mentioned storytelling’s influence, noting its potential to create a ripple effect and advocating for Africans to reclaim control over their narratives amidst external representation.
Ayeni also provided an overview of LEAP Africa’s mission and history, noting the organisation’s focus on youth leadership development across five priority areas: education, entrepreneurship, employability, active citizenship, and mental health and well-being. Celebrating LEAP Africa’s 22nd anniversary, she acknowledged the organisation’s growth and continued commitment to empowering young Africans.
Following Adyeni’s address, the event transitioned to a panel session featuring notable speakers such as Godfrey Adejumoh, Head of Corporate Affairs and Sustainability at Unilever Nigeria; Iyanuoluwa Fatoba, Communications Manager at World Benchmarking Alliance, the Netherlands; and Niyi Fagbemi, Travel and documentary filmmaker.
Godfrey Adejumoh discussed the universality of storytelling, emphasising that everyone has a story to tell. He advised participants to frame their narratives with clarity and simplicity, ensuring their messages are understandable to non-experts. Adejumoh highlighted the importance of storytelling in attracting limited resources and influencing development.
Fatoba expanded on the idea by stressing that effective storytelling captures real experiences and voices. She highlighted the importance of making data relatable by connecting it to human experiences. She pointed to the #EndSARS movement in Nigeria as an example of how personal stories can drive social change.
In a passionate plea for Africans to reclaim control over their narratives, it was emphasised that storytelling stands as a pivotal force in shaping perceptions and fostering development across the continent. Decrying the historical dominance of external perspectives in portraying Africa’s story, the call was clear: it’s time for Africans to become the authors of their own experiences. Reflecting on the detrimental effects of Western media’s perpetuation of stereotypes and focus on negative aspects, the need for concerted efforts in reclaiming narratives was underscored. Personal anecdotes, such as the portrayal of locales like Mount Kilimanjaro, served to illustrate the importance of showcasing Africa’s vibrant communities and rich cultures beyond limited or negative portrayals. Advocating for the documentation and sharing of diverse stories to challenge misconceptions and drive economic development through tourism, the discourse stressed the imperative of maintaining dignity while addressing issues facing the continent.
Highlighting the transformative potential of documentaries and other media in presenting accurate representations, the narrative shifted towards promoting investment over aid, echoing the sentiment of business magnate Tony Elumelu: “Africa does not need aid; Africa needs investment.”
The session underscored the power of storytelling in African development, emphasising the need for authenticity, simplicity, and a human element in narratives. Participants were encouraged to leverage storytelling to advocate for change, influence others, and shape a brighter future for Africa. The event set the tone for Africa Day that is celebrated on 25 May to commemorate the founding of the African Union (AU) on this day in 1963. According to the AU, Africa Day is an occasion that is marked to acknowledge the role of the continental bloc in the fight against colonialism and the progress that Africa has made, while reflecting on the common challenges the continent faces in a global environment.
