African Telecommunications Union

Strategic Communication and Branding

Cause-Impact Limited (CIL) was contracted by the African Telecommunications Union (ATU), a specialised agency of the African Union, to provide strategic communication and branding services. Established in 1977, ATU’s mission is to accelerate telecommunications and ICT development across Africa to foster digital economies.

Objectives

Influence policies and infrastructure growth in Africa’s telecommunications sector.

Develop a communication and branding strategy to increase awareness, outreach, and partnerships

Position ATU as a thought leader in the ICT sector and strengthen its brand presence

Tailor messaging for target audiences to gain support, partnerships, and project funding

Execution

  • Communication Strategy: We developed a comprehensive strategy with clear objectives, key messages, and an implementation plan aligned with ATU’s goals.
  • Branding & Visual Identity: A new logo and the first ATU brand style guide were created to ensure consistency in visual and messaging identity.
  • Media Relations: Engaged media across Africa, securing coverage on TV, radio, and digital platforms, boosting awareness of ATU’s work and impact.
  • Positioning the Secretary-General: Positioned Mr. John OMO as a thought leader through media appearances, speeches, social media, and participation in key ICT forums.
  • Digital Media: Increased visibility and engagement across LinkedIn, Twitter, Facebook, Instagram, and YouTube, promoting ATU’s activities and key ICT issues.
  • Event Planning & Management: Organised major events to foster partnerships, discuss ICT developments, and showcase ATU’s impact.
  • Content Creation: Produced speeches, newsletters, videos, social media posts, and website content.
  • ATU Africa Innovation Challenge 2020: Launched the ATU Africa Innovation Challenge to drive ICT innovation and talent across the continent.
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Digital Growth