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Unleashing AfCFTA’s Economic Promise: The Strategic Role of Public Relations

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The recent Public Relations Society of Kenya Annual Summit which was held from November 27th to December 1st, 2023 at the Diamonds Leisure Beach & Golf Resort in Diani, Kenya, held a spotlight on Leveraging Public Relations to unlock the potential of the African Continental Free Trade Area (AfCFTA), shedding light on how strategic communication can shape perceptions and foster cross-border collaborations.

On the panel were Njideka Akabogu, Regional Manager and Lead Adviser at ID Africa, Nelson Karanja, Director of Strategic Communications and Engagement, FSD Africa, Maureen Mambo, Ag Director, Kenya Export Promotion and Branding Agency and Veronica Abuede, Coordinator, African Public Relations Association.

A critical aspect highlighted during the discussions was the role of storytelling across PR channels in humanising the impact of AfCFTA. Speakers emphasised the necessity of reaching diverse audiences to educate them about AfCFTA’s benefits and opportunities. “The success of AfCFTA relies on accessibility. We must educate the public, media, corporations, governments, and policymakers about its potential,” highlighted Njideka Akabogu, Regional Manager and Lead Adviser at ID Africa – a BHM Holdings company. By sharing success stories and adopting a pro-Africa approach, the aim is to break down borders and create a more unified continent.

Addressing concerns about misconceptions and miscommunication surrounding AfCFTA, Akabogu went on to stress the need for a strategic repositioning of the PR profession. “We’re more than just press releases and media coverage. To bring true value, we need to be embedded in decision-making processes.” There’s a call for PR professionals to be regarded as subject matter experts, offering insights that governments and businesses can rely on. The emphasis was on proactive involvement rather than reactive engagement, highlighting the need for early integration into projects to offer holistic perspectives and pre-empt potential issues.

The dialogue also extended to utilising the creative economy to unlock AfCFTA’s potential. Drawing from the success of the African music industry and films, speakers highlighted the power of collaboration and creativity in changing global perceptions of the continent. “Our talent and creativity are our greatest assets. Collaborating to showcase these can transform not just individual countries but our entire continent.”

The success of contemporary Nigerian pop musicians and the global recognition of the country’s film industry stands as compelling evidence of Africa’s potential. Despite prior hurdles like piracy, funding constraints, and talent development issues, Nigeria’s entertainment sector has shown remarkable progress over the past decade. Stakeholders now report significant resolutions to these challenges, reflecting the industry’s resilience. This positive transformation resonates with the summit’s focus on proactive engagement and strategic communication, underlining the industry’s global acclaim. Nigeria’s entertainment achievements underscore the potency of collaboration and strategic communication, symbolising Africa’s unity and growth prospects.

As discussions concluded at the PRSK Summit, emphasising unity and collective action for the benefit of Africa’s current and future generations, it’s crucial to recognize Africa’s demographic strength. With an estimated population of 1.4 billion as of 2023, accounting for 18.2% of the world population according to the International Monetary Fund, the continent’s potential becomes even more evident. Embracing the opportunities presented by initiatives like the African Continental Free Trade Area (AfCFTA) can not only impact individual countries but also contribute to the prosperity of the entire continent.

“Africa must work for us; it’s our only home. Brain drain is a challenge we face and according to findings from the Africa PR and Communications Report with over 3,000 respondents, the emigration intent of Africa’s communications professionals was as high as 90% who were willing to leave the country. But, collectively making AfCFTA work will benefit us all and can impact this,” Akabogu said, highlighting the importance of embracing the continent’s potential for the sake of current and future generations.

The PRSK Summit gathered over 500 PR and communication professionals from over five African countries including Kenya, Nigeria, South Africa and Uganda. It aimed to address emerging trends and challenges while exchanging best practices in the field. Under the theme “Retrospect, Reimagine, Reposition – Adopting Agile PR Practices in a Disrupted World,” this year’s summit underscored PRSK’s commitment to fostering professional development and ethical standards within the PR and Communication Management industry.

Njideka Akabogu’s recent induction into the Public Relations Society of Kenya aligns with ID Africa’s recent expansion into Kenya, a pivotal step in its Pan-African strategy. With a background in Information Science from Abia State University and over eight years of experience in media and communications, Njideka has contributed significantly to various international brands, demonstrating her expertise and commitment to the field.


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Youth Talent Takes Center Stage as T2 Ignites High-Octane Rap Battles @ Carnival Calabar

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The energy at the Carnival Calabar Music Concert reached a new high as T2 introduced a first-ever rap battle platform, giving young Nigerians an electrifying stage to showcase their talent, creativity, and self-expression while competing for exciting prizes.

Held at the U.J. Esuene Stadium, the activation blended pulsating music, vibrant culture, and youthful energy into a dynamic celebration that kept thousands of carnival-goers fully engaged from start to finish.

Eight fearless contestants stepped into the spotlight, going bar for bar in an intense lyrical showdown. Rappers fused local languages, pidgin, and sharp punchlines, creatively weaving the T2 brand into their verses.

Anchored by the energetic hosting duo MC Double I and MC Princess, the rap battles thrilled over 16,000 attendees, including the Governor of Cross River State, Senator Bassey Otu, delivering an unforgettable showcase of youth talent and cultural expression.

With prizes including fridges, gas cookers, sound systems, and airtime top-ups, the competition remained fierce throughout the night. After two high-energy rounds narrowed the field to a five-man final duel, Emmanuel Eye emerged as the overall winner, taking home the grand prize — a fridge.

“I never expected this at all,” Emmanuel said. “I came to the concert like anyone else, and hearing about the T2 rap battle was a surprise. When I got the chance to perform, I just went for it. Being named the overall winner is amazing, and I’m grateful to T2 for creating this platform to showcase our talent.”

Beyond the stage performances, T2’s presence added a digital layer to the carnival experience. As part of its role as Digital Technology Partner of Carnival Calabar, the brand introduced the MyT2 App as a lifestyle companion, while also enabling line reactivations, airtime top-ups, and instant rewards for hundreds of attendees, blending technology seamlessly into the live celebration.

Commenting on the activation, Chinelo Manefo, Specialist, Events and Sponsorship at T2, said:

“The energy from both the rappers and the crowd was incredible. This platform reflects exactly what T2 aims to create — a celebration of youth, creativity, and culture, enhanced by technology that connects people and experiences. Seeing the audience so immersed shows how music and performance can empower the next generation.”

The Carnival Calabar Music Concert, headlined by Tiwa Savage, Timaya, and top local performers, was further energized by T2’s interactive rap battle platform. By blending music, culture, youth expression, and digital innovation, T2 reinforced its commitment to championing Nigeria’s next generation, giving young creatives a stage to shine while enriching how they experience the festival.

 


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Aig-Imoukhuede Foundation Wrapped Up 2025 with Real Change in Governance, Health, Media Across Africa

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Aig-Imoukhuede Foundation has announced its 2025 achievements, marking a year of accelerated impact, systemic reforms and innovation in public leadership and service delivery across Africa.

Aig-Imoukhuede Foundation Wrapped Up 2025 with Real Change in Governance, Health, Media Across Africa

Aig-Imoukhuede Foundation

A statement issued on Wednesday in Lagos said the foundation strengthened governance, improved primary healthcare, drove digital transformation and elevated media’s role in promoting public sector accountability.

It said the AIG Public Leaders Programme (PLP) trained 72 public sector leaders from Nigeria, Egypt, Tanzania, Cameroon, Zambia, Malawi and Kenya—its fastest growth to date—bringing the alumni network to 309.

These alumni are driving 237 reform projects to enhance public institutions, from faster decision-making to greater transparency, with nine promoted to higher roles for their contributions.

On civil service modernisation, the foundation accelerated digitalisation at the Office of the Head of the Civil Service of the Federation (OHCSF), streamlining 19 processes and achieving a 75 per cent increase in work speed through automated workflows.

It also trained over 400 officials from the Federal Ministry of Justice, Federal Civil Service Commission and Federal Ministry of Innovation, Trade and Investment in digital skills to support the FCCSIP 25 initiative and ongoing digital rollouts.

In healthcare, the Adopt-A-Healthcare-Facility Programme renovated four primary healthcare centres in Edo State, boosting antenatal visits by 73 per cent, immunisation coverage over 100-fold and fully vaccinating 554 children, while supporting 6,788 patients.

The foundation recognised 18 outstanding public servants with ₦500,000 each via the Emily Aig-Imoukhuede Endowment Awards and received a partnership award from the OHCSF for civil service reform efforts.

To empower media, it trained 50 journalists from top Nigerian media houses in impact storytelling, data analysis, visual and ethical reporting to better inform citizens on public sector changes.

Over five years (2021–2025), the foundation invested £2.6 million in PLP, saved ₦2.38 billion for the public sector through capacity building, trained 1,500+ civil servants, upskilled 660 digitally, trained 40 permanent secretaries and awarded 33 scholarships driving seven policy changes.

Other milestones include digitising 5,000 files, automating 333 processes, a 61 per cent efficiency gain, 60 per cent digital file creation at OHCSF, 128 excellence awards, 116 process reforms, 23 advocacy projects, 25 capacity initiatives, 18 podcasts, four healthcare articles, three policy papers, 23 adopted PHCs (four renovated) and 878+ fully immunised children aged 0–9 months.

Executive Vice Chair, Mr Aigboje Aig-Imoukhuede, said: “2025 was a year of real, measurable impact. From training hundreds of public servants to improving healthcare, helping ministries go digital, and equipping journalists to tell stories that matter, our work is making governments work better for citizens and communities across Africa.”


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Showmax Unlocks Easier Payments for Nigerian Subscribers via Baxi

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Showmax, Africa’s leading streaming service, has expanded its payment options in Nigeria through a partnership with Baxi by Onafriq, giving customers an easier and more convenient way to subscribe and stay connected to world-class streaming entertainment.

Started Monday, 22 December 2025, existing Showmax customers can log into the Baxi by Onafriq app, select and pay for any of Showmax plans including: Showmax Entertainment Mobile, Showmax Entertainment (All Devices), Showmax Premier League Mobile, Showmax Entertainment (All Devices) + Premier League Mobile, Showmax Entertainment Mobile + Premier League Mobile.

This update allows customers to complete their entire subscription process within the Baxi app, delivering a more efficient payment experience.

Alternatively, existing customers with verified mobile numbers can top up their Baxi by Onafriq app or through its Baxi POS agent device to load funds directly into their Showmax account. These funds can then be used to pay for a Showmax plan.

For new customers, subscribing is also seamless. After creating a Showmax account on their mobile device, they will receive an OTP via SMS or WhatsApp, which allows them to verify their mobile number and immediately return to the app to top up and activate their subscription.

Speaking on the announcement, Tope Oshunkeye, Executive Head of Marketing, West Africa, MultiChoice, said: “With these new payment options from Baxi by Onafriq, we are making streaming on Showmax more accessible, allowing our customers to pay quickly and securely through a trusted financial service provider. This is a significant step forward in our mission to deliver world-class streaming experiences for our customers”.

“This launch is about making entertainment access seamless,” said Mxolisi Msutwana, Managing Director, Anglophone West Africa, Onafriq. “By automating the renewal process, we are not only providing greater convenience for customers but also helping to drive the adoption of digital payments across Nigeria.”

With more people turning to digital services, Showmax is doubling down on its commitment to make it affordable and effortless for customers to access and stream the stories they love. By partnering with Baxi by Onafriq, a popular agent and digital payment network, Showmax is meeting subscribers where they already are.

Showmax, launched in 2015 and available in more than 40 markets across the continent, is a leading African streaming service. It offers a unique combination of original African content, first and exclusive international series, popular movies, premium documentaries and the best kids’ shows, plus a mobile-only product to watch the Premier League.

Onafriq is an omnichannel network of networks, making borders matter less by providing our partners with a single pathway to unlock the full power of cross-border and cross-platform payment solutions. With a network spanning 43 African markets, Onafriq connects over 1 billion mobile money wallets, 500 million bank accounts, and over 400,000 agents in Nigeria, enabling domestic and cross-border disbursements and collections, card issuing and processing, agency banking, and treasury services.

In Nigeria, Onafriq operates as a B2B payments enabler with an extensive agency banking network through its flagship product, Baxi. Baxi connects over 400,000 agents nationwide, offering essential financial services such as bill payments, airtime and data purchases, funds transfers, cash-in and cash-out transactions, and more, driving financial inclusion and providing seamless access to digital financial services for millions.

 


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