Communication as a critical tool to the success of the Africa Continental Free Trade Area Agreement (AFCTA)

Sidi, who owns a chain of retail stores retailing rice in in Parakou Benin Republic in West Africa typically makes bulk purchases each week. Last week, her Seller sold an entire truck load for 30% less the usual price and her Seller told her it had something to do with the ‘liberalisation of trade across Africa’- It didn’t mean a thing to her, so she showered him with all the thanks and prayers she felt these ‘Liberalisers’ deserved. She didn’t know what it meant, nor what was happening, she just knew she had 30% savings she could pass on to other areas of her business.

I don’t know Sidi, I just sat imagining the most simplistic outcome of trade liberalization in a recent webinar organised by the African Public Relations Association (APRA), a communications advocacy group I belong to and one which gave me the honour of moderating the webinar.

We, (APRA) had invited his Excellency, Mr. Wamkele Mene, the Secretary General of the Africa Continental Free Trade Area to discuss communication as a critical tool to the success of The Africa Continental Trade Free Area Agreement.

For those who don’t know, the Africa Continental Free Trade Area Agreement is the single largest Trade Agreement in the world today with up to 28 African countries signed on and ready to go.

As a continent, our expectations are incredibly high and rightfully so as we really believe that our lot will change when our economies are integrated when we live out one of my favourite African proverb “One bangle alone doesn’t jingle”, our lot will change.

AFCTFA’s objectives includes to deepen economic integration by creating a single, liberalized market, to facilitate the movement of people and capital and develop a singles custom union.

Speaking out of his Addis Abba office, His Excellency Wamkele Mene’s passion was infectious, he spoke about the boost to our combined GDP as a continent, opportunities for businesses, from small to big corporates and by effect the man on the street, he touched on how technology will be a strong enabler of this continental trade not forgetting the important piece of dispute resolution.

He was quick to admit that a lot of collaboration is required to make this a success including the role of communication. He did agree that communication was pivotal to the success of the agreement, as explained by the President of APRA Yomi Badejo-Okusanya in his opening address, who also offered APRA’s Support in his opening remarks. APRA is available in many of the participating countries.

During our discussions, I couldn’t help mentally mapping all the communication touch points- firstly in selling the vision across strata to various stakeholders, rallying the countries, enacting the policies, communicating targets, celebrating milestones and of course resolving disputes.

Reminds me of one of my Teacher’s quote - “If a palm tree falls in the forest and no one knows, then nothing has happened”. To ensure that the 1.2 b people on the African continent are aware that their lives are about to improve, to have them support the vision, communication should be in the heart of the circle.

I have no doubt that the AFCTFA team fully understand this, and not only do we wish them immense success, we are rooting for this.