Oxfam: Amplifying Gender in African Food Systems
Ahead of the African Union's Comprehensive Africa Agricultural Development Programme Summit in Kampala, Oxfam sought to elevate gender inclusion within food systems policy discussions. Ensuring sustained media attention for Oxfam and the Food Systems Parliamentary Network was critical to influencing key policy conversations across Africa and globally, at a moment when the decisions being made at the Summit would shape agricultural policy for years to come.
Impact
The campaign successfully positioned gender in food systems as a dominant narrative in pan-African and international media, shaping critical policy discussions. Members of Oxfam's working group gained enhanced credibility and visibility through strategic media engagements. The ongoing advocacy continues to reinforce Oxfam's leadership in championing gender-responsive food systems policy, with plans underway for a Nairobi-based stakeholder and media event to further drive the conversation.
Approach
We implemented a phased media strategy before, during and after the AU Summit. In preparation, we developed and distributed targeted media briefs achieving widespread coverage in key African markets and produced a vox-pop video featuring Oxfam's working group members. At the Summit, we coordinated an influential policy roundtable and a media briefing attended by top-tier regional and international journalists. Following the event, we sustained momentum through CNBC Africa and BBC Africa interviews and strategically placed the video across prominent digital and broadcast channels.
