Perception is everything, shaping how individuals and entities are viewed. For Africa, marketing the continent to the rest of the world has been an ongoing challenge, predominantly due to the persistent negative stories and narratives that dominate media coverage. This portrayal has often highlighted issues like diseases, corruption, bad leadership, war, poverty, and hunger, undermining the continent’s vast potential for strength and growth. A recent study cited on the Instagram page of Earn Your Leisure reveals that this negative narrative has cost African economies an estimated $4.2 billion annually.
Worryingly, many Africans contribute to these negative depictions through movies and storytelling, further entrenching stereotypes that depict the continent as a “miserable environment.” This misrepresentation not only discourages potential investors but also distracts from Africa’s immense opportunities in sectors such as agriculture, tourism, culture, and its youthful population.
In response to this pressing issue, Olori Atuwatse III, the Queen Consort of Warri Kingdom, founded the Elevate Africa project to promote positive narratives about the continent. The project’s mission is to enhance Africa’s self-image and global perception, fostering a dignified and collaborative Africa that takes pride in its identity on the global stage.
The initiative aims to spotlight and empower a new generation of African leaders and indigenous solutions to shared challenges, enhancing collaboration within and beyond the continent to drive socio-economic advancement and narrative transformation.
The recent two-day convening, organized under the Elevate Africa banner, attracted notable personalities from across Africa and beyond. During the event, Olori Atuwatse III emphasized the power of storytelling in shaping identities and the importance of reframing the continent’s narrative. She highlighted that, despite the daunting challenges facing Africa, gathering the best minds across the continent could lead to innovative solutions to these issues.
“This gathering is not merely an assembly of intellectuals,” she stated. “It serves as a platform to stimulate minds, encourage innovation, and uncover African ideas that can address pressing issues in education, gender equality, economic growth, decent work, and climate change.”
Through the Elevate Africa project, Olori Atuwatse III envisions a united effort to redefine how the continent is perceived, promoting a narrative that focuses on Africa’s strengths, successes, and endless possibilities for growth and development.