Promoting EIB Communication in Sub-Saharan Africa
Under the Multiple Framework Agreement to Support EIB’s Communication Activities Outside the EU, NTU is engaged in promoting and communicating the impact of six EIB-financed projects under Lot 3 in Sub-Saharan Africa:
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Boost Africa project – A joint EIB-AfDB initiative focusing on Kenya, Nigeria, and Côte d'Ivoire, providing early-stage Venture Capital and skill development to bridge gaps in the African market.
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COVID-19 Health Resilience project in Angola – Addressing critical financing gaps to support the country’s response, rapid capacity expansion and operation of healthcare infrastructure.
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EU-EIB projects in Cameroon – Three joint initiatives, including COVID-19 response financing, rural electrification, and modernisation of the Bélabo-Ngaoundéré railway line.
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Lesotho Lowlands Water Development Phase II – Ensuring reliable water access for households and industries in Lesotho’s Lowlands region.
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Zambia Great North Road Upgrade & Agriculture Value Chain Facility – Expanding a key transportation corridor and boosting agricultural productivity through financing and technical assistance.
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Malawi M1 Road Rehabilitation & the Kulima Access to Finance – Enhancing road safety and connectivity, and supporting smallholder farmers and agribusinesses through financing.
The main objective of the Communication Activities is to measurably increase knowledge and understanding of the EU and EIB support, its impact on the people and contribution to development and improve recognition of EU, EIB and Global Gateway branding.
Implementation
At NTU, we are aware that one of the key elements of any project is the extent of awareness it creates. This is what drives our efforts in developing and implementing communication and visibility actions for the EIB-financed projects. We start with situational analysis – either a thorough examination of one provided by the Contract or by developing it ourselves. We engage a team of highly skilled experts, sharing their professional knowledge on the local media and political landscape. This ensures a full understanding of the local context, and allows us to craft important and engaging messages to be communicated in the campaign.
Through close coordination of efforts with the stakeholders – the EU Delegations, project partners, and relevant local institutions – we ensure that every communication effort is clear, and compelling. We make sure that it is aligned with the goals of our partners and adheres to the communication and visibility guidelines set by the EIB, the EU, and the Global Gateway branding. Together, we meticulously plan each activity and craft strategic messages, highlighting the EU role as a partner.
In developing messaging, we focus on audience-centred storytelling. We share the real-life stories of people benefiting from the EU and EIB partnerships. Our approach is based on accessible language and diversified channels —traditional media, social media, and community events— to reach a broad audience. Our strategy includes TV and radio spots, press releases, and press conferences to ensure broad coverage. Additionally, we leverage paid social media promotions and collaborations with local influencers to engage youth.
Paying strong attention to detail, thorough planning, and early risk anticipation, allows us to realise the zero mistakes approach applied to all our communication activities and products. In case of any unforeseen circumstances, NTU provides swift reaction to mitigate emerging risks. Driven by a continuous learning approach, we conduct a post-campaign evaluation survey to assess brand recognition, message awareness, and the effectiveness of campaign activities, providing insights for future improvements.
Impact
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Increased recognition of the EU and EIB emblem and Global Gateway branding among the target audiences.
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Increased awareness and understanding of the projects and their impact on beneficiaries among target audiences.
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A creative, effective and cost-efficient multichannel communication campaign implemented.
SDGs
This project highlights the diverse range of initiatives and programmes implemented by the EU in Sub-Saharan Africa region. Given their scope and breadth, these efforts collectively address all 17 Sustainable Development Goals.
