On November 18, 2025, the Southern African Development Community (SADC) Secretariat officially launched the SADC Communication, Awareness and Visibility Strategy 2025–2030 at the Grand Palm Hotel in Gaborone, Botswana. Ms. Barbara Lopi, Head of Communication and Public Relations at the SADC Secretariat, delivered the introductory remarks during the launch event.
Ms. Lopi warmly welcomed distinguished guests, including Ms. Angèle Makombo N’tumba, SADC Deputy Executive Secretary for Regional Integration; diplomats from SADC Member States; representatives from various media and communication bodies across the region; and stakeholders involved in regional integration initiatives.
The new Strategy builds on the foundation of the revised SADC Communications and Promotions Strategy 2016–2020, reflecting an adaptive approach to an evolving media landscape. It aims to amplify the SADC voice, deepen stakeholder engagement, and expand the visibility of the Community’s work in fostering regional integration. The Strategy was approved by the SADC Council of Ministers in August 2025 following a comprehensive and inclusive consultation process involving audience surveys, virtual dialogues, workshops, and validation sessions across member states between 2020 and 2025.
Ms. Lopi emphasized that the renewed Strategy is a collective commitment to communicate with clarity, conviction, and compassion, ensuring that the citizens of the 16 SADC Member States—from Angola to Lesotho—feel connected to SADC’s mission and values. She highlighted the role of national contact points, communicators, and media professionals as the “heartbeat of regional integration,” entrusted with translating policy into public understanding and amplifying the stories of transformation in the region.
Importantly, the Strategy seeks not only to inform about SADC’s activities but also to convey why SADC matters—whether to a student crossing borders for education, a farmer benefiting from regional trade, a young entrepreneur pursuing opportunities in a harmonized market, or a trader reliant on regional cooperation. Ms. Lopi called on all communication practitioners to use their voices and platforms creatively to humanize integration and inspire regional development.
Financial support from the Government of the Federal Republic of Germany, through the SADC-German cooperation project Strengthening National-Regional Linkages in SADC (SNRL) implemented by GIZ, was acknowledged as vital to the Strategy’s development.
In closing, Ms. Lopi invited participants to embrace the Strategy and cultivate a culture of communication that informs, empowers, and connects the people of Southern Africa, marking a significant step forward in regional integration efforts.
The event concluded with gratitude expressed in multiple languages, underscoring the diverse and united nature of the SADC region.
