The Economic Community of West African States (ECOWAS) has embarked on a transformative initiative to overhaul its communication strategy, aiming to boost its visibility, enhance trust, and deepen engagement with citizens and stakeholders across the region.
The four-day retreat and capacity-building workshop for communication officers concluded on July 25 in Banjul, The Gambia.
Organised by the ECOWAS Directorate of Communication with support from GIZ, the event focused on equipping communication teams with advanced skills in strategic and digital communication, setting the stage for a comprehensive new ECOWAS Communication Strategy aligned with the bloc’s Vision 2050 goals.
Mr Abdou Kolley, Director of Cabinet in the Office of the ECOWAS Commission President, described the retreat as “a major milestone” following up on progress made during a similar workshop held in Lagos last year.
Speaking during the opening session, he stressed the imperative for ECOWAS to move from reactive to proactive messaging.
“We must ensure that the voice of ECOWAS is not only heard, but trusted, valued, and followed,” Kolley said, highlighting the challenges posed by misinformation, political polarization, and a widening trust deficit between institutions and citizens.
The retreat provided a vital forum to assess progress, identify gaps, and equip communication officers with tools to navigate the complexities of today’s digital landscape.
German Ambassador to The Gambia, H.E. Klaus Botzet, welcomed the initiative, noting its alignment with ECOWAS’s broader regional integration agenda. “From reviewing the current state of ECOWAS communication to laying the groundwork for a new strategy and building practical skills in digital storytelling, the retreat addresses the core of ECOWAS’s mission for deeper integration,” he said.
Declaring the event open on behalf of ECOWAS Commission President Dr Omar Alieu Touray, ECOWAS Resident Representative to The Gambia, H.E. Miatta Lily French, described the retreat as a strategic turning point.
“We cannot continue to allow ECOWAS to be misunderstood or misrepresented,” French asserted. “We must take charge of our narrative. We must speak up when our integrity is questioned, and counter disinformation that threatens to divide our communities and destabilize our region.”
This retreat signals ECOWAS’s renewed dedication to transforming its communication approach. The goal is to build stronger connections with citizens and bolster regional unity and resilience through strategic engagement and impactful storytelling — a crucial step toward realising the ambitions of Vision 2050.
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