Conflict Transformation Approach

Central to this new culture is a dialogue process that brings diverse groups together in an effort to forge the types of cooperative partnerships and collaborative processes that can begin to negotiate on issues of difference; and work together behind a shared vision of the types of changes that are necessary for long term sustainable peace and development.

Building a Comprehensive Support Base

a) Coalition and Alliance Building

The campaign centres on linking people together and connecting with organisations, movements, institutions and individuals that can support and strengthen the campaign. There are great solidarity initiatives taking place in Africa and these must be strengthened and enhanced. Equally important, is the need to galvanise civil society initiatives and create ownership of the campaign by civil society organisations.

b) Building Capacity/cadreship

The campaign will focus on building organisational capacity of people at grassroots levels. Locating the campaign within African communities, including establishing platforms andopportunities for ordinary people to participate from their communities, is imperative to enhancing capacity.

c) Linking with Broad Solidarity Initiatives

Africa’s struggles and challenges are shared across borders. Africans have a shared vision and goals and therefore, the campaign will link its activities to the broader solidarity initiatives around Africa and the rest of the world.

d) Africa and Climate Change

The earth is experiencing radical shifts in weather patterns and natural disasters, partially as a result of man-made anthropogenic causes. Even though Africa’s contribution to this crisis is much lesser than the highly industrialized nations of Europe, she and most parts of Asia and Latin America are bearing most of the brunt. A collective approach is required in order to reduce the emissions of greenhouse gases (GHG) and save the remaining glory of the earth. Everyone must play his/her part in this process. Proudly African Campaign intends to build responsible communities across the African continent and create communities that are not only able, but are willing to use resources in a sustainable way.

e) Africa and HIV/AIDS

African communities have been portrayed globally as epicentres of HIV/AIDS pandemic. A cornucopia of resources, efforts, expertise and ideas has been channeled towards the fight of HIV/AIDS. In this enormous fight, some battles have been won, some have been lost and overall the war is ongoing. Proudly African Campaign believes that strengthening fundamental African values of respect, love and care, especially between men and women and within and between families, can go a long way in aiding government, corporate, and civil society organisation projects fighting HIV/AIDS. The South African government has just announced (01 December 2011) its extensive 5 year programme against HIV/AIDS. The campaign will build on this initiative and the rest in the African continent.

f) Racism, Racial Discrimination, Xenophobia and Related Intolerances

The 2001 World Conference against Racism, Xenophobia, and Related Intolerances held in Durban, South Africa, and many other subsequent meetings, recognise racism and many other forms intolerances as a global phenomena that require urgent attention. Proudly African Campaign, through its range of activities believes that it will contribute immensely towards the fight against racism and many other forms of intolerances in Africa.


g) Strengthening linkages between the poor working class of Africa

Capitalism has left millions of poor African working class oppressed, marginalised, exploited and vulnerable. Dictatorship, pseudo-democratic practices, civil wars and natural disasters have worsened the plight of workers. Building and sustaining worker to worker solidarity across the African continent is one of the pillars necessary in the fight against poverty and capitalism including sustaining efforts to tilt the balance of forces in favour of workers and strengthening democracy in Africa. Organised workers are important in building an effective African people to people solidarity. Proudly African Campaign recognises that Africa’s struggles are common across borders and therefore the dream of achieving collectivefundamental freedoms, self-determination; social and economic equality, gender and environmental justice cannot be pursued in isolation to other struggles. Workers of Africa must unite against inequality and capitalism at large. An injury to one is an injury to all indeed.

Media Work

Media, public information and education programmes are important to this campaign. The Proudly African Campaign will utilise conventional and parallel forms of media. The campaign will use state, privately owned and alternative forms of media including social networks in profiling the campaign. Messages and campaign strategies will be disseminated in all possible African languages. A unique campaign branding will be developed as well.


The ACTION Support Centre, in partnership with a diverse range of organisations both in Africa and globally, will establish a network of coordinators, organisers, and think tanks to implement and sustain the movement.

Reflection Monitoring and Evaluation

Monitoring and evaluation mechanisms will be established to review the ongoing progress of the campaign. Periodic evaluation and re-strategising platforms will be organised.

Time Frame

The Proudly African Campaign is African’s vision of the 21st Century. Establishing networks and building capacity necessary to sustain the campaign beyond the 21st Century is paramount.

Goals and objectives

The overarching goal of the Proudly African Campaign is building communities of peace and diversity in Africa. This will include developing and implementing initiatives that transform negative stereotypes about Africa, showcase positive actions taking place on the continent and displace the victim mentality that exists in some regions, to that of proudness and ownership of the African identity and resources.

The key objectives of the Campaign are:

  1. Develop a collective vision for Africa that reflects African values and capacities to build peace and embrace diversity.
  2. Thus build communities of peace and diversity in Africa.
  3. Promote non-racialism, social and cultural cohesion among Africans in Africa.
  4. Promote the fundamental ideals of Africanism.
  5. Promote an in-depth reflection and celebration of Africa’s heritage and strengthen 
the spirit of UBUNTU in Africa.
  6. Support platforms that facilitate discussions, analysis of Africa’s economic and political challenges and opportunities.


The Proudly African Campaign has four fundamental pillars that will inform its programmes and activities:

Public Branding

This pillar will promote the Proudly African Campaign’s key messages in various forms and through a host of platforms.

  1. Advertising Proudly African Campaign key messages on: billboards, mountains along high ways, taxi ranks and under strategic road bridges, public transport such as buses and taxis, (Gautrain, metro/train coaches, aero planes).
  2. Displaying of Proudly African Campaign messages and branded material on all Orange Africa Cup of Nations tournaments, starting with the 2013 Cup in South Africa.
  3. Advertising Proudly African Campaign key messages on: campaign materials such as gazebos, T-shirts, stationery, mugs, blankets, banners, posters, fliers, stickers, umbrellas, vuvuzelas, flags and many other materials.
  4. Develop Proudly African Campaign online platforms such as a website and mobi site: and The website will host a Proudly 
African declaration where all AfriCans can sign.
  5. Make use of social networks such as facebook, Twitter, Linked In, Flickr, Vimeo, Mxit, 
PEP Text, YouTube and others to publicise the Proudly African Campaign. These platforms will be used to disseminate campaign information, coordinate membership, and serve as an online information bank for the campaign. The cyber platforms will also host an online I am an AfriCan declaration mobilising commitment to the Proudly African values and principles.
  6. Community radio/television, print and electronic media. The campaign will engage with these platforms to disseminate messages and mobilise support for the Proudly African Campaign. Campaign messages can also be broadcast or advertised on local soap operas such Muvhango, Soul City, Rhythm City and Generations and may others across Africa.

Key messages: The following are the campaign’s key messages and some will be generated as the campaign moves forward: I am an AfriCan, I am Proudly African; I am because you are (translated to many African languages); UBUNTU, My African Identity.

Use of Proudly African Branding: Organisations and Institutions are requested to use campaign messages and Proudly African Campaign branding such the logo on their materials on publications and websites.

Compose a Proudly African song to run with the Campaign. Artists in the music industry will be requested to compose an ‘I am Proudly African’ song and adopt the campaign logo on all their music products and labels. In line with this, scholars and writers will be invited to add value to the campaign as well.


Community Dialogue Platforms

Creating platforms that facilitate discussions and information sharing on cultural diversity, including the political economy of Africa and many other issues is crucial to the Proudly African Campaign.

1. Know and Love Your Neighbour Campaign

Africans are sensitive to the relationships they have with their neighbours. However, in many urban areas and within African townships this value has been eroded due to a number of factors. This campaign seeks to invite small gatherings of 2 to 3 families together to share meals, music and other community activities.

2. Proudly African Family Days

Family is at the centre of African values and culture. However, recent economic and political trends have left families divided. Family Days will help create space for families to restore connections with each other, strengthening bonds between generations and across communities. Traditional cuisines, music, poems, and many others will be shared on this day.

3. Community Indabas/Lekgotlas

Community Indabas/Lekgotlas/gatherings focusing on promoting peace and cultural diversity will be organised at grassroots level, starting in South Africa and later extending the rest of Africa.

4. Public Seminars

Public seminars on the politics and economy of Africa will invite institutions of higher learning to work within communities. An important dimension of these seminars will bespeak to the development of alternative economic and political models for Africa. Cultural diversity workshops will be organised in universities across South Africa and Africa more broadly. Public seminars will also focus on human and refugee rights while discussing challenges and potential mitigation measures.

5. Exchange Programmes

Country to country, and or community to community socio-cultural exchange programmes will be organised across the continent (starting in South Africa). This will also take the form of cultural heritage tours, leadership programmes for youth and school learners, and sports competitions, with a focus on indigenous games.

6. Cultural symposiums

The Proudly African Campaign will organise cultural symposiums across South Africa and Africa where people will come together to share traditional/African dances, music, food, languages and attire. These may take the form of festivals and cultural diversity galas, or large family days.

7. Proudly African (UBUNTU) Cup

Many sporting games have been organised at grassroots level, with some more successful than others. The Proudly African Campaign intends to organise a high profile Premier Soccer League (PSL) match under the banner of Proudly African-UBUNTU Cup in South Africa. This match will be organised to coincide with events such as Heritage Day or Africa Day. This can also take a form of country to country friendly matches. Extensive public and media branding will be used during the PSL matches. The hope is for the PSL to take place annually. This concept could also be extended to the South African Rugby League.

South Africa is host to the 2013 Africa Cup of Nations and it is thought that this initiative will contribute immensely towards building communities of peace and diversity in Africa.

8. Cultural Diversity Workshops

A Conflict Transformation approach will be used to involve communities in the effort to reduce and eventually eradicate violence based on cultural intolerance. These workshops will focus on Understanding Conflict, Early Detection of Conflict,Conflict Analysis, Intervention Strategies and Longer Term Responses to Conflict. This platform will allow members of community to go through a learning process that helps them to unpack challenges faced by their communities, including developing effective strategies to address them.


Fundamental to the campaign are patrons who will act as official face of the campaign. Patrons will be drawn from sports, political, religious, music and TV personalities. Patrons will also play a key role in mobilising resources for the campaign and speaking out about the campaign.

Country Focus Campaigns

1. The Proudly African Campaign will start in South Africa and later will be launched in all Africa Countries starting with Mozambique, Botswana, Zimbabwe, Swaziland, Lesotho, Kenya, Nigeria, Sierra Leone, and Sudan.

2. Practical Solidarity Initiative: Inspired by the SABC1 touching lives programme and many other initiatives, the Proudly African Campaign will mobilise resources to respond to natural and man-made catastrophes in South Africa and the rest of the African continent. This will include establishing a team of medical professionals, organising music concerts and many other fundraising strategies designed to mobilise resources for the victims of disasters.

3. Proudly Africa Campaign Shields and Medals: The Proudly African Campaign shields will be given to the winning nation during the Orange Africa Cup of Nations tournament and the medals to all players participating in the final match.

The Proudly African Campaign offers the people of Africa an opportunity to:

  • Believe in one, collective African identity and use it to create better communities.
  • Celebrate a collective identity and relinquish, corruption, racism, cultural intolerance 
and build communities of deeper mutual understanding.
  • Radiate the spirit of UBUNTU and choose to be a powerful force for change.
  • And above all seek opportunities for touching and changing people’s lives.

Who can participate in the campaign?

Individuals, women, men and children, families, organisations, institutions, movements, churches, governments, corporate groups, companies, media, NGOs, community and civic organisations and other campaigns who embody the spirit of Proudly African Campaign; In other words ALL interested and committed AfriCans can participate in the Proudly African Campaign.

How can you participate in the campaign?

  • Participating directly in the activities organised by the campaign.
  • Organise events that are enshrined in campaigns programmes and activities.
  • Tell your friends and family and talk about the Proudly African Campaign in workplaces and other forms of social gatherings.
  • Share fresh ideas and initiatives that can add value to the campaign.