AU Watch

Understanding AU Watch’s Media Approach

“They take journalism really seriously because they know the force that it is and can be.”
Christiane Amanpour

Media is the term we use to refer to different types of media that provide us with important information and knowledge. Media has always been part of our African society, even when people used paintings and writings to share information. The first newspaper in Africa was established in Mauritius in 1773 by the French. Annonces, Affiches et Avis Divers pour les Colonies des Isles de France et de Bourbon newspaper, which was the first in Africa, was first published on January 13, 1773, by Nicolas Lambert.


The second oldest newspaper is Cape Town Gazette and African Advertiser which was the first South African newspaper. The newspaper was printed weekly from August 16, 1800, to around 1929 by the British South African Government. The mouthpiece was published in both English and Dutch and was simply used by the government as its mouth-piece. Cape Town Gazette and African Advertiser is credited for paving the way for most of the newspapers in Africa today. South African Commercial Advertiser was the first independent newspaper in South Africa whose publication began in 1824. It was printed in both English and Dutch. It was censored several times by the orders of Governor of Cape Town. However, the newspaper was a powerful voice for the democracy of the Cape Colony.

Here, you’ll learn about how AU Watch uses today’s media for its activities.

Different Types of Media We Use at AU Watch

The goal of AU Watch’smedia approach is to convey an advertising message to its publics through the most appropriate medium – that is to inform, connect, inspire and empower people around Africa, that is to use the power of media to correct Injustices.

Media strategy, as used in this context is concerned with how messages will be delivered to AU Watch’s publics. It involves: identifying the characteristics of the target audience, who should receive messages and defining the characteristics of the media that will be used for the delivery of the messages, with the intent being to influence the behavior of the target audience pertinent to the initial brief. Examples of such strategies today revolves around an integrated marketing communications approach whereby multiple channels of media are used i.e. advertising, public relations, events, direct response media, etc.

AU Watch’s Media Strategy

AU Watch’s Media Strategy (2020-2025) guides the organisation towards fulfilling its functions of promotion and protection of human and peoples’ rights in Africa. The strategy forms part of the global development plan of AU Watch’s Secretariat,which includes but not limited to activities for public relations, human rights education, and newsletters. Further, we believe that a collaborative approach with all stakeholders on the issues of human rights is vital for a successful implementation of such strategy plan.

At AU Watch, we seek to realize the potential of a digitally connected Africa – anAfrica in which evidence-based information advances human rights, good governance and development, enables broad opportunity and fuels vibrant civic debate.

Print Media

• Our newspapers – AU Watch news, Media Development, Africa

• Magazines – ‘Regional Corruption Index’; ‘Regional Insecurity Index’

• Books –AU Watch ‘State of the Union (SOTU): Human Rights’; AU Watch ‘State of the Union (SOTU): Development’; Africa Freedom Index; ‘Journal of African Studies on the African Union’

• Banners

• Billboards

• Brochures

• Flyers

Broadcasting Media

Our broadcast media includes videos, audios, or written content that provides important or entertaining information shared by different methods:

  • AU Watch TV. It’s our main broadcasting media.
  • Movies – film, motion picture, documentary, screenplay, moving picture.

Internet Media

  • Our websites provide information in the form of video, text, and audio. We also use social networks or websites – including Facebook, Instagram, Twitter, YouTube, Tumblr, LinkedIn, Snapchat, Quora, Reddit and Pinterest.
  • Online forums –like WhatsApp where we are able to comment, message, discuss and share knowledge with other people with the same interest

Podcast – a series of audios focused on a particular topic or theme. Our audience are able to listen to them on a computer or a mobile phone. It’s a platform that allows us to share our knowledge and communicate with the world

A Word About Our Approach

Promotion refers to the activities that organizations like AU Watch use to communicate with others about their service, and to influence change and behaviour. Promotion is a process. For AU Watch, the process could include a wide variety of activities including promotion missions, organizing events, seminars and conferences, the production of books and brochures, billboards, films, documentaries, news stories, radio broadcast and newspaper ads, and press and media relations. The recent celebrations of Africa Human Rights Day on 21 October by AU Watch is a good examples of promotion.

AU Watch is putting out two messages: informative and persuasive. We are identifying our target audiences, developing a message format, selecting a delivery method appropriate to the message and the target audience, and regularly evaluating our successes.

Objectives of our Media Strategy: The dissemination of materials and information relating to the work of AU Watch; improving networking and external relations to maximize interaction with global and African actors in the human rights, governance and development sectors; development of a well-known media, public relations and image profile.

Proposed actions:
• Translation, publication and dissemination of documents like the African Charter on Human and Peoples’ Rights, the Constitutive Act and other important regional documents.

• Development and encouragement of research on African problems in the fields of development, human and peoples’ rights, the organisation of seminars, symposia and conferences.

• Collaborating with publishing houses to produce research and academic papers on behalf of AU Watch.

• Publication of a governance, development and human rights reports.

• Publication and dissemination of all of the African Union’s and its Recs external documents, in printed and electronic form.

• Debate and discussion: AU Watch’s site that offers people the chance to share ideas and information. Get involved, and join the online network of AU Watchers

• Developing and strengthening the AU Watch’s Secretariat’s ‘Information and Documentation Centre’, including a comprehensive documentation management system.

Our Media Services For You

We use different types of media to find out news, learn new things, and entertain our audience. With the advance in technology, we can choose the type of media we want to use, no matter the time or place. Read More