Africa’s optimist-in-chief, By Wole Olaoye

“Do not judge a runner by the challenges he or she faces, or the strains on their legs as they run, or even the grimaces on their faces; judge them at the finish line. Africa will finish its race for development well, against all odds!” That is the prediction of the President of the African Development Bank , Dr Akinwumi Adesina.Last week, the world marked Africa Day. The African Public Relations Association held its annual conference virtually, in line with the ‘new normal’.

Among the public relations practitioners who formed the bulk of the audience were champions in branding, messaging and reputation management. They couldn’t agree more with Adesina that if you don’t say, ‘I am’, the rest of the world is not compelled to acknowledge ‘Thou art’. Adesina argues that there is no continent without its own peculiar problems and that anyone with an eye on the future cannot ignore Africa.

Before COVID, Africa recorded the second fastest economic growth rate in the world. Foreign direct investment grew faster in Africa than anywhere else. Africa was also reforming its business environment. With the advent of COVID, GDP growth declined by 2.1 per cent, the worst in over 25 years. It is noteworthy, however, that 13 African countries posted positive growth rates in the midst of the global recession.

The Bank is now investing in the Desert to Power initiative in the Sahel region to construct the largest solar zone in the world which will provide electricity for 250 million people across eleven countries. Accelerating industrialisation could create up to 14 million stable jobs over the next decade. AfDB is also supporting 234,000 youths with digital skills to make them competitive in the digital world and create 9 million jobs.

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