The SADC Secretariat convened the meeting through its Communication and Public Relations Unit. The aim was to strengthen collaboration, information sharing, and coordinated communication on SADC programmes, initiatives, and impact. Participants included representatives of the Editors Forum for Southern Africa, the Media Institute of Southern Africa (MISA), Eye on SADC, Information and Public Relations Officials from Member States, and Community Media Managers. Together they looked at ways to build stronger partnerships that raise awareness and visibility of SADC programmes at national and regional levels.

Ms. Barbara Lopi, Head of the SADC Communication and Public Relations Unit, opened the meeting with welcome remarks. She said millions of citizens across the region benefit from regional cooperation through better infrastructure, more trade opportunities, stronger food security, greater climate resilience, improved health and education initiatives, and closer regional connectivity. She stressed the role of editors, journalists, broadcasters, content creators and communication practitioners in linking these regional initiatives to the everyday lives of SADC citizens. Communication, she said, should help people see how trade programmes, upgraded transport corridors and One-Stop Border Posts support businesses, jobs, livelihoods, trade efficiency and regional connectivity.

Ms. Lopi added that regional integration becomes meaningful when people can see its impact in their own lives. She gave examples such as farmers getting climate information, traders reaching new markets, entrepreneurs growing their businesses, and communities benefiting from better infrastructure and services.

Delegates were then given an overview of SADC’s history and objectives. They also heard the priorities of the Regional Indicative Strategic Development Plan and SADC Vision 2050, and the main points of the SADC Communication, Awareness and Visibility Strategy 2025-2030. Information and Public Relations Officials from government ministries, departments and agencies then discussed their role in carrying out the Strategy and in raising awareness of SADC programmes, projects and impact in their own countries.

Dr. Joseph, representing SAYoF facilitated the discussion for Reaching Young People and Rural Communities in the SADC Region through Community Media and Social Media. It centred on two questions. The first was how young people can contribute to communicating regional integration and development. The second was what they need from Member States and the SADC Secretariat to make that contribution possible. Participants also looked at channels and platforms that can reach young people across the region, including community radio and digital and social media spaces where young people already get information and share their views.

Dr. Joseph called for young people to be involved more fully as partners in regional integration, and not only as the audience for SADC’s messages. She stressed the importance of platforms that are accessible, inclusive and responsive to the needs and aspirations of young people. She said a region with a largely youthful population needs to reach young people where they are and in ways that speak to their realities. That way they can understand, own and help tell the story of regional integration.

Dr. Tabani Moyo, Regional Director of the MISA Secretariat, called for closer collaboration between the SADC Secretariat, Member States and the media. He said this would improve awareness and public understanding of the impact of SADC programmes and projects. The meeting also discussed how media networks such as MISA and the Editors Forum can work more closely with the Secretariat to improve SADC’s communication, awareness and visibility.

The engagement reaffirmed the critical role of media, communication and youth stakeholders in bringing the work and impact of SADC closer to citizens. It ended with agreement on priority actions and a roadmap for carrying out the SADC Communication, Awareness and Visibility Strategy 2025-2030. Participants shared a commitment to strengthen partnerships and information sharing in support of the Strategy and of greater public understanding of regional integration. #SAYNews