Africa Day discussion sparks call for ethical storytelling

By fraymedia Foundation staff writer

Storytellers and advocacy leaders called for a shift away from poverty-driven narratives to content that reflects Africa’s dignity, creativity, and agency. 

The call emerged during a special Africa Day webinar hosted by fraycollege and Africa No Filter which was moderated by fraymedia Foundation’s Operations Manager, Bongiwe Tutu.

Opening the discussion on Social Media Storytelling for Advocacy in Africa, Tutu noted that the session aimed to “explore the ways in which powerful storytelling can drive real and meaningful change in our African communities”.

The session featured insights from content creator Mercy Hombakazi Nqandeka, fraycollege CEO Mamaponya Motsai, and African No Filter’s Abimbola Ogundairo, each stressing the need to move beyond stereotypes and portray Africa as a continent of innovation, dignity, and opportunity.

“Africa is not waiting to be saved,” said Nqandeka. “We are building, healing, innovating. We must stop showing the world what Africa lacks and start showing what Africa offers.” 

She urged content creators to reject ‘poverty porn’ and instead tell authentic, context-rich stories rooted in community agency.

Nqandeka’s viral storytelling - such as a TikTok video viewed over 1.5 million times about a pregnant woman crossing a river to reach a clinic, has driven tangible change. “The district came, the province came… and committed to capacitate the clinic,” she said. “That’s the power of social media used with integrity.”

Motsai grounded her contribution in the idea of authenticity, asking participants to reflect: “Do I really believe what I’m saying about Africa? If I see my continent only through a lens of despair, I will struggle to tell stories of hope.”

She cautioned against both external and internal narratives of victimhood: “We must resist the temptation to sell our communities’ dignity for aid. Advocacy geared towards Africans must inspire agency, not pity.”

Ogundairo, Africa No Filter Advocacy and Campaigns Lead , reinforced this shift with data and strategy. “Stories shape narratives, and narratives have consequences,” she said. “The cost of negative stereotypes to Africa is estimated at $4.2 billion a year. That’s a high price for being misrepresented.”

She called for a new storytelling lens rooted in opportunity: “We need to stop asking ‘what’s wrong with Africa?’ and start asking, ‘what’s possible?’”

The Africa Day webinar is part of an ongoing series by fraycollege and fraymedia Foundation to support communicators, civil society leaders, and content creators to harness social media for impact, inclusion, and narrative sovereignty.

Tutu closed the session by reminding participants: “It is high time for Africa to take charge of its own agency and empower its people. Ethical storytelling is our responsibility—and our power.”

You can watch the full video at: https://www.youtube.com/live/RmCQ7o7hKd8