TRANSFORMING AFRICA THROUGH VISUAL COMMUNICATION

Written by Dr. Seun Asala. August 2023

Embracing visual communications can be a powerful catalyst for positive change in African countries. I am constantly thinking about the potential of clear and impactful visuals to convey complex ideas and drive engagement. There are so many developmental issues plaguing our societies today in Africa - poverty, unemployment, environmental degradation and climate change; and so much more. There are also so many evidence-based solutions that are addressing many of these issues today. I believe that improving and enhancing the collective understanding, and stimulating conversations to address these problems through strategic communications is very important. I believe that as Africans, the more knowledge and understanding we have about our issues, and the more our daily conversations reflect this increased understanding, the more empowered we will be to take collective action for change.?

This article looks at how visual communication methods such as infographics, video documentaries, and graphic design can address the unique challenges faced by African countries and contribute to their transformation.

Engagement and Accessibility: Visual content is more accessible and engaging across diverse audiences, regardless of literacy levels or language barriers. According to World Bank data, the literacy rate in Sub Saharan Africa was about 67.3% in 2020. With so many people still unable to read and write, simplified visual communication products like posters, infographics, icons and short videos, can bridge communication gaps within African communities and facilitate the spread of vital information.

Complex Concepts Simplified: As educationists, advocates and development workers, the simpler we can make complex life-transforming information, the better engagement and impact we will have among target beneficiaries. For instance, breaking down information around HIV care and treatment through treatment pamphlets, pocket-sized posters, short messages, and videos, has transformed the HIV treatment landscape over the years. Compare this to when available information on HIV treatment was embedded only in advanced research papers, journals and textbooks. Visuals have the ability to distill complex data and concepts into easily understandable formats. This is particularly crucial in areas such as education, healthcare, and policy-making, where clear communication is essential for informed decision-making.

Advocacy and Awareness: Visual communication can amplify the voices of marginalized communities and bring attention to social, economic, and environmental issues. Infographics and documentaries can humanize stories, invoking empathy and motivating action. I particularly love documentaries. They fully engage you through visuals, sound, storytelling and so much more. They make you smile, laugh, cry, fume and ultimately, they leave you thinking about the subject matter or the story. I recently watched a documentary by filmmaker Craig Foster about a year he spent forging a relationship with a wild common octopus in a South African kelp forest. At the 93rd Academy Awards, it won the award for Best Documentary Feature. For days after watching it I kept thinking about sea animals, their uniqueness and about how passionate people are in other parts of the world about this earth and its biodiversity. Imagine a documentary about a current issue in your community. How would you present it? What impact do you think it could have if it reached the right audience?

Cultural Sensitivity: Your understanding of the cultural nuances of African countries can guide the creation of visuals that resonate deeply with local populations. This cultural sensitivity ensures that messages are respectful and effective.

NGO and Development Work: Visual communications can play a pivotal role in supporting NGOs and development initiatives. Some of the work I have done for NGOs has directly and indirectly contributed to the implementation and success of projects aimed at disease control, healthcare improvement, gender equality and climate justice.

I continue to have a strong sense of optimism about the potential for visual communication to contribute to the transformation of African countries. I am very passionate about this field and I am always thinking about ways to tell visual stories that connect with audiences and inspire others to embrace this impactful approach to communication.