The African Union has embarked on public awareness campaign for its Agenda 2063 a grassroots as the continent prepares start implementation of Marshal Plan that envisages uniform economic, social and political growth.

Agenda 2063 Africa’s strategic blueprint for socio-economic growth over the next 50 years. The framework adopted by the African Union in 2013 – with a vision for a prosperous, integrated and peaceful Africa – is still alien to vast majority of Africa, including the elite.

Consequently, is targeting ordinary people to understand it to ensure public participation and acceptability, a media workshop held in Kericho on, some 280 kilometres west of the capital Nairobi, was told.

The event focused on how media can enhance public awareness and ensure effective dissemination of Agenda 2063’s vision and priorities. Discussions focused on the need for media engagement in national and county-level policy alignment, social media advocacy and grassroots campaigns.

Participants explored Agenda 2063’s seven aspirations that revolve around prosperity, governance, peace and unity in Africa. The session also focused on capacity-building strategies for media professionals, ensuring they are equipped to communicate the agenda’s goals effectively.

Stakeholders, including government officials, development partners and media experts, engaged in discussions on best practices, collaboration efforts and strategies to accelerate the agenda’s implementation.

Speaking at the event, government officials said Agenda 2063’s success relies on collaboration across all segments of society. The national government was urged to align its plans with the broader objectives of the agenda, ensuring national development priorities are in sync with Africa’s continental goals

“The local authorities should ensure that their county plans are aligned with the broader objectives of Agenda 2063. This alignment is a key to ensuring no region is left behind in the development process and that the benefits of Agenda 2063 are felt at the grassroots level,” Dr Samori Okwiya said.

The civil society organisations’ will continue to serve as advocates for transparency, accountability and effective implementation at the local level to ensure the principle are adhered to as they bridge gap between policy and practice,” added Dr Okwiya.

The agenda, which sets out ambitious goals, focuses on economic growth, governance, environmental sustainability, peace and regional integration, is divided into ten-year phases, with the first phase (2013-2023) focusing on groundwork and the second phase (2024-2033) aiming to accelerate progress.

The media was particularly tasked with communicating Agenda 2063’s vision effectively. Experts amplified the need for media to champion the agenda in news reports, social media campaigns and educational programmes to enhance public ownership and engagement with the agenda’s objectives.

Learning institutions, including universities and academic bodies, were identified as critical for integrating Agenda 2063 into curricula. By educating young Africans about its significance, institutions can help cultivate a well-informed generation that will drive the agenda forward.

Further, civil society organisations (CSOs) were encouraged to advocate for transparency, accountability, and effective implementation at the local level. Their role in bridging the gap between policy and practice was highlighted as essential for long-term success.

As the African Union moves into the second phase of Agenda 2063 (2024-2033), regional (county) governments were asked to align their development priorities with the continent’s vision.

“County governments must integrate Agenda 2063 into their local policies to ensure no region is left behind in Africa’s transformation,” Dr Okwiya emphasized.

The workshop in Kericho marks a crucial step in the collective effort to implement Agenda 2063. It provided an opportunity to build partnerships, increase awareness and equip stakeholders with the necessary tools to drive Africa’s sustainable development in the coming decades.

As the continent enters the second ten-year implementation plan of Agenda 2063 (2024-2033), the focus is on technological advancement, sustainable urbanisation and the empowerment of youth and women. The goal is to create a resilient economy that can withstand global shocks while fostering innovation.

In addition to media training, the workshop featured discussions on successful strategies for implementing Agenda 2063’s goals. Government officials and development partners shared their experiences, discussing how to overcome challenges and integrate the agenda into local and national development plans.

The workshop concluded with a call to action for stronger partnerships, increased media engagement, and sustained public awareness to accelerate Africa’s transformation under Agenda 2063.

• A Tell / KNA report