Empowering Africa's Climate Crusaders: Innovative Messaging Approaches for Climate Change Advocacy

By Emmchel Omasan

I have come to the conclusion that the weather might be bipolar; hear me out first. Over the past few years, I've watched our familiar seasons turn erratic and unpredictable. The sun could be scorching hot at this moment, and in a matter of minutes or hours, there is this unseasonable cold or erratic rainfall. To make this more concerning, this change in weather pattern causes respiratory and heart diseases, pest-related diseases like Lyme disease and West Nile Virus, water- and food-related illnesses, and injuries and deaths. 

According to the World Meteorological Organization (WMO), Africa contributes to only about 4% of global greenhouse gas emissions. However, the continent experiences some of the most severe impacts of climate change. This includes disruptions to food security, with an estimated 22% of the population experiencing severe food insecurity due to climate-related events. Additionally, climate change significantly strains ecosystems, contributing to habitat loss and threatening biodiversity. 

The urgency of climate change is particularly evident in Africa. Rising temperatures, erratic rainfall, and extreme weather events now jeopardize livelihoods, food security, and economic stability. Addressing this crisis necessitates tailored messaging that resonates with diverse African communities, considering their unique cultures, languages, and contexts. Urgent global action is crucial, especially in Africa, where raising awareness and advocating for climate action requires messaging deeply rooted in local cultures and contexts. 

A major reason climate change isn’t thoroughly understood and advocated in Africa is due to the immense diversity of the continent. Africa is home to over 1.4 billion people, speaking between 1,250 and 2,100, and by some counts, over 3,000 languages, and practising a wide array of cultural traditions. To engage effectively with this diverse audience, climate change messaging must be context-specific, acknowledging the unique challenges different regions, communities, and socio-economic groups face.

Unlocking the power of language and communication channels

A research paper published on ResearchGate argues that the communication of climate change science in Africa could be better served by integrating indigenous communication systems that embrace local knowledge and cultural practices. This approach can help to make climate change messaging more culturally relevant and locally tailored and increase the likelihood of people taking action. 

Additionally, leveraging oral traditions breathes life into climate communication. Storytelling, deeply ingrained in cultural traditions, becomes a powerful vehicle for conveying climate messages in a captivating and memorable manner. 

Fostering cultural integration  and empowerment

One challenge in African climate advocacy is the perception that climate change is distant and more likely to affect other continents. Connecting climate change to everyday experiences is crucial to bridging this gap, emphasizing how it worsens food security, water scarcity, and health challenges. By highlighting these immediate impacts and showcasing the benefits of climate action, we can instil a deeper understanding and urgency for action within African communities.

Leveraging religion's influential role in Africa is crucial. The continent's deep-rooted beliefs, often guided by authoritative leaders, can be aligned with climate action, especially regarding environmental stewardship. Engaging religious leaders to advocate sustainable practices and climate awareness is impactful. Equally vital is encouraging inclusive decision-making and empowering communities in climate resilience. Providing training and resources to bolster local projects addressing specific climate challenges further reinforces this initiative.

The Africa Climate Change Strategy 2020-2030 emphasizes the need for inclusive growth and sustainable development to address climate change in Africa. This approach recognizes that climate change is not just an environmental issue but also a social and economic issue. By emphasizing the need for inclusive growth and sustainable development, communicators can help to build support for climate action among a wider range of stakeholders, including policymakers, businesses, and civil society.

The Newmark group is an exemplary leader in climate change advocacy in Africa, actively forming partnerships with like-minded organizations to amplify the impact of climate-related initiatives. Their collaborative approach reflects a belief in the collective power to drive meaningful change. Moreover, Newmark leverages its storytelling expertise to craft compelling narratives about climate issues. Through engaging content formats like articles, videos, and social media campaigns, they effectively convey the urgency and importance of climate action to diverse audiences.

To combat climate change in Africa effectively, we must deeply grasp the diverse cultures, languages, and contexts that shape the continent. We can involve communities at grassroots levels using messaging strategies that resonate with local cultures to instill a sense of ownership and empowerment in the fight against climate change. Through collective endeavors, we pave the way for a more sustainable and resilient future for Africa and the entire planet. This global challenge transcends environmental concerns and calls for concerted action. Together, we can advocate for sustainable practices and build a future where all thrive. 

The author is a Senior PR Associate at Newmark Group Ltd.