Africa Skills Week, which took place in October 2024, was a groundbreaking five-day conference focused on transforming technical and vocational education and training (TVET) across the continent.
Africa faces a youth population explosion, with more than 60% of its population under 25 years old. Technical skills development was not receiving adequate attention despite being vital for the continent’s economic future and global workforce potential.
Flow’s comprehensive communications campaign amplified the conference’s messaging, generating 35+ media clippings, reaching an estimated 3.9-million people, securing pan-African and international media coverage, and creating a powerful narrative about skills development and youth employability across Africa.
The brief
The African Union (AU) aims to address the continent’s youth employment challenges through skills development. Africa Skills Week was conceived as a pivotal platform to transform TVET across Africa.
Flow client GIZ AU tasked us with managing the communications strategy for this inaugural continental event because of the agency’s expertise in pan-African communications and strategic media relations, and its ability to craft compelling narratives around skills development.
The brief was to deliver comprehensive communications support for Africa Skills Week, including media relations, branding, content creation and event communication in both English and French – with the goal of amplifying the conference message and showcasing innovative approaches to youth employability.
Objectives/targets
Communications objectives
- Raise awareness about the importance of technical and vocational education across Africa
- Generate media coverage highlighting TVET’s critical role in youth employment
- Engage pan-African and international media outlets
- Showcase innovative skills-development approaches
- Build brand equity for Africa Skills Week
Target audiences
- TVET practitioners
- Government officials
- Educational institutions
- Media professionals
- International development organisations
- Youth and potential students
- Employers and industry leaders
Our media relations objectives for Africa Skills Week were strategically defined using SMART (specific, measurable, achievable, relevant and time-bound) goals:
- Media coverage: deliver 20 pieces of coverage across pan-African and international media
- Audience reach: reach a million people during and after the conference with Africa Skills Week-themed content
- Journalist engagement: secure 10 journalists to attend the conference (in person and virtually)
- Media sentiment: attract 70% positive sentiment through published articles
- Branding consistency: ensure 95% consistency of partner and event material across all platforms
- Highlight video: produce a comprehensive video capturing key moments during Africa Skills Week
Strategy
Flow managed the communications around Africa Skills Week through a multipronged campaign that included:
- A comprehensive media relations strategy
- A multilingual communications approach
- Digital and traditional media engagement
- Strategic partnerships with key stakeholders
Our key messaging focused on:
- Africa’s youth population potential
- The critical role of TVET in economic development
- Innovative approaches to skills training
- Opportunities for youth employability
- Collaboration on education across the continent
Execution
Flow timeously produced the required materials, both in the run-up to and during Africa Skills Week. Two senior Flow staff members were on-site for the duration of the conference, liaising with partners and suppliers on the ground and remotely, and being on standby for any last-minute changes and requests.
Every day for the five days of the conference, Flow writers attended the sessions remotely via a livestreamed video link and produced succinct media releases based on the daily highlights, giving prominence to the views of partners, where possible.
The releases were approved, translated and distributed to the media at the end of each day. This prompt and expeditious distribution, as well as on-the-ground media liaison and support, ensured that media representatives (both those attending the conference and those interested in covering it but unable to attend) had fresh news to report on daily.
