“Know Your African Union Campaign”: Pre-Summit Workshop on popularization of Agenda 2063 in line with the implementation of the AU communication strategy May 2016, Freetown, Sierra Leone

OBJECTIVES & EXPECTATIONS OF THE TRAINING

Objectives and expectations of the training Outreach and expand knowledge about the union AU Communication, Advocacy and Marketing Strategy talks of a “People centred Union” – what goes on at the AU has an impact on your day to day activities The “Know Your African Union Campaign” ASEOWA - African Union support to Ebola Outbreak in West Africa Agenda 2063 – for a better understanding of the entire project so that the Communication experts can better promote the agenda and the Ten Years Implementation Plan aspirations and flagship projects in their respective countries

Issues to be discussed in the workshop: Upcoming Summits of Heads of State and Government of the AU in July 2016 to be held in July 2016 in Kigali Rwanda. Exchange ideas on the media coverage and how to popularize the outcome of these summits. How to package information in a way to attract the common citizen and involve them to contribute in their respective capacity to the development agenda of the AUC. How to engage the media at national level to be interested in the African narrative

The workshop will help AU to get feedback and also create a platform where proposals can be tabled on how best to channel information on the activities of the AUC to Member States in order to create awareness and quick action on issues that require urgent implementation by the respective governments and by the AU. Issues to be discussed in the workshop:

Objective DIC consolidate a good working relationship with the focal persons responsible for communication issues in the Embassies so as to increase awareness about the African Union To create impact on the lives of the African citizens to own the integration process by contributing in the development of the continent at all levels. Raise awareness on the Africa Agenda 2063.

Specific Objectives: Provide reliable, credible information to the national media from AU headquarters; Develop and enhance the knowledge of communications specialists in the different AU Member States Embassies on the AU activities so that they can better communicate and enlighten the national media.

Devise in collaboration with the DIC accessible advocacy and publicity materials - print and audio- visual products for media, web sites, and other public outreach - that highlight the actions taken at the level of the AU to better the lives of the African population; and calls for action by different stakeholders; Establishment of effective dissemination channels to bring the AU related information to the different target audiences. Brainstorm on the theme of the year of Human Rights with a particular focus on the Rights of Women. Establish a network of national journalists throughout the continent in line with the Media Development flagship project of the AUC through the DIC; Specific Objectives:

Expected Outcome: Effective collaboration between the AU Information and Communication Directorate and Press Attaches to enable ordinary people in member states to have an understanding on how the AUC operates and the benefits of belonging to this continental body. Press attaches of embassies are communication actors in relaying information from the AU to their respective Ministries and eventually directly to the local population through the different national media. Press attachés of embassies to complement the efforts of the DIC in promoting the image of the Union and share experiences of best practices to good communication strategies.

Press attaches to design bilateral activities with the DIC aimed at elaborating national campaign strategies to improve the visibility of the AUC in their respective countries through the national media in line with the “Know Your African Union Campaign”. Finally, the recommendations of the workshop to contribute into the implementation of the AU Communication, Advocacy and Marketing 2014 – 2017 which is aligned to the AU Strategic plan as well as reflect on the next AU Communication Strategy after Expected Outcome cont’d

CONCLUSION There is need for the DIC to work continue closely with the Embassy focal persons on communication matters to popularize and make the AU known by all African citizens at national levels in the respective AU Member States

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