The Department of Public Diplomacy and Communication of the Ministry of Foreign Affairs of Ukraine, on behalf of Minister of Foreign Affairs Dmytro Kuleba, developed the first-ever Ukraine-Africa Communication Strategy in the history of Ukrainian diplomacy.
The document, which covers a three-year period (2024-2026), aims to deepen and expand Ukraine's communication ties with the continent. The strategy will help to systematically raise awareness of Ukraine among target audiences in Africa, which will have a positive effect on political and economic stability, strengthening food security in Africa, and increasing trade and cultural exchanges.
The Strategy is an important step in implementing the New Horizons Policy, which envisages a significant intensification of Ukraine's diplomatic relations with countries in Africa, Asia, and Latin America. As part of this policy, Dmytro Kuleba has already made four diplomatic tours to Africa and visited 12 countries in different subregions of the continent during 2022-2023. Most of the visits took place for the first time in the history of Ukraine’s diplomatic relations with those countries.
"Systematic communication work with African societies is extremely important. Not only for debunking Russian propaganda but also for raising awareness about Ukraine and growing sympathy for our country. I have witnessed how the position of my African counterparts changed visibly before my eyes after better understanding the Ukrainian context. We now have a deeper understanding of what works and what doesn't work for these audiences. The Communication Strategy will bring this work to a new level of consistency and quality," said Dmytro Kuleba.
The Strategy is a logical continuation of Ukraine's growing political and diplomatic cooperation with African states and the renaissance of Ukraine-Africa relations. This work is not aimed at short-term effects, but at creating a solid foundation for a consistent, systematic, and effective partnership between Ukraine and African countries based on mutual respect, mutual interests and mutual benefit.
Among other things, the document analyzes communication contexts of each of Africa’s subregions, the peculiarities of perception of Ukraine's image and widespread anti-Ukrainian narratives in particular countries, evaluates communication capabilities of Ukraine and its foreign diplomatic missions on the continent, thoroughly examines and takes into account the threats and challenges facing our country.
"The Communication Strategy is a foundational document that encapsulates the deep expertise of the Ministry of Foreign Affairs in relation to Africa. Ukraine's embassies in Africa — both those that have been established long ago and the new ones we are opening this year — will be at the center of the Strategy's implementation," Minister Kuleba emphasized.
The document has a practical focus. In addition to defined goals, objectives, target audiences, and communication channels, the Strategy includes key strategic narratives developed to shape Ukraine's positive image in Africa for the next three years, communication warnings, matrices of local languages etc. The Strategy also encompasses a comprehensive analysis of media consumption by African audiences and the information environment of the continent, recommendations for Ukraine's strategic communication in target countries, as well as clearly defined tools for monitoring and evaluating its implementation.
At the beginning of 2024, the Ministry of Foreign Affairs will present the public version of the Strategy.