Africa Is Not A Country: Why Authentic Representation In Campaigns Matters

- Celebrating Africa Day 2025

To the world, Africa Day marks the founding of the African Union. It is a time to celebrate by acknowledging our continent's progress while reflecting upon the ongoing challenges we face in the global landscape. For marketers, it is an opportunity to examine how our beautiful continent is portrayed in marketing and media. Are our campaigns leaning towards the outdated stereotypes of Africa being tribal, violent, or underdeveloped? Or are we actively progressing in reshaping the perceptions?

Nigerian-American author Chimamanda Ngozi Adichie once said, “The single story creates stereotypes, and the problem with stereotypes is not that they are untrue, but that they are incomplete. They make one story become the only story.” In an effort to be inclusive, well-meaning brands often unintentionally include clichés when crafting their campaigns. This frequently backfires during the launch, and in some cases, the damage done is usually expensive to repair.

This raises a crucial question: What does authentic representation truly mean?

Authentic representation means portraying diverse communities in a way that genuinely reflects their real life experiences, identities and nuanced perspectives. It requires going beyond simply featuring diverse individuals in your ads and pictures. Rather, having a genuine understanding and respect for the community and culture portrayed.

THE IMPORTANCE OF AUTHENTICITY AND REPRESENTATION IN SOUTH AFRICA

Customer Loyalty & Trust

When customers see themselves authentically represented – this could be the inclusion of their language and dialects or their nuances, they are more likely to be loyal to the brand. For instance, the Switch commercial where they played with the word “For Cough”, humorously sounding like “Fokof”. This pun tapped into the South African slang and the virality of the commercial shows how successful authentic representation can boost customer trust and loyalty.  Being represented and authentically so, makes customers feel included, validated and seen which results in trust.

Positive Brand Reputation & Reliability

When brands understand and reflect the real-life experiences of African audiences, it strengthens their brands' reputation. Think of how ABSA chose not to send out cold corporate messages to its customers about its services. But rather, the bank positioned itself to be a compassionate brand through its #WeSeeYou campaign. In an era where people are skeptical of financial institutions, it decided to focus on the untold stories of real-life South Africans. It focused on stories of real individuals hustling over actors. By doing so, the brand managed to shift its image from a distant entity to a reliable presence in people’s lives.

Positive Social Impact

Accurate depiction can also foster positive social change, especially across Africa. It challenges misinformed narratives and replaces them with the diverse, real life experiences of everyday Africans. This not only preserve culture but also fosters a celebration of who we are. The Nigerian, Do Yanga With Your Smile, Colgate advert is a perfect example of this. The commercial features 12 Nigerian children confidently speaking Pidgin English while promoting oral hygiene. It debunks the outdated stereotype of African children being impoverished.  Instead presents them as smart, joyful, and full of personality. This accurate representation not only tells an accurate story of Nigeria, but also assists in fostering self-esteem in the number of children who see the commercial.

HOW BRANDS CAN CONTRIBUTE TO SHIFTING THE AFRICAN NARRATIVES

1.      Partner with local voices

Collaborate with local creatives, writers and filmmakers who live the reality of your target audience. This ensures that your campaigns are created from a point of authenticity and allows you to go beyond the surface.

2. Diversify your creative team

Hire people with diverse backgrounds who reflect your target audience and can offer a crack into their unique perspective of the world. Don’t diversify for appearances, but involve them in your decision making.

3. Leverage progress

Showcase African excellence – not only with people who have attained wealth, but also individuals who are actively pursuing innovation and growth as underdogs. Majority of society is on this journey, so avoid placing focus on pity or struggle stories.

4.  Invest in long-term celebration of African excellence

This means embedding African excellence in your campaigns all year round and not just during Africa day.

By leveraging authentic representation of African narratives in campaigns, brands can boost customer loyalty, improve brand reputation and contribute to fostering a positive perception of Africa.

54 Countries.

3,000 ethnic groups.

2100 languages.

Africa is a rich tapestry of culture, diversity and ethnicity. It deserves to be portrayed accurately and authentically both in marketing and media. Shifting the narrative should not be a trend but rather a responsibility.

At Coral Communications, we are passionate about changing how Africa is perceived. We are constantly rewriting African stories, one campaign at a time, raising our standards to showcase African excellence in every detail.

Ready to build a brand that reflects the real Africa?

Let’s start the conversation.