U Amba: Building community in South Africa

This project transcends mere vision, embodying a dynamic ecosystem of interconnections and collaborations. Originating with a top-down approach centered on strategic communication, it evolved to acknowledge the necessity of decentralized collaboration, fostering a network where individual actors thrive collectively. Born from heartfelt conversations in Johannesburg and Cape Town in February 2023, the project commits to empowering and supporting local voices

Objectives

The strategic core of our approach prioritizes fueling movement building efforts and fostering grassroots activism and organizational collaboration for cultural change. Secondary goals involve empowering activists and organizations through research and strategic communication actions, promoting an inclusive ecosystem, enhancing capacities in narratives and strategic communications, and empowering marginalized voices by providing platforms for those affected by inequality.

Challenges

• The project faced challenges in establishing trust with local actors due to concerns about neo-colonial practices, evolving the theory of change, initial misalignment with local needs, identifying suitable local project coordinators, establishing a collaborative foundation, addressing capacity limitations, and managing decentralized communication channels amidst technical issues. 
• Recommendations include adopting a hybrid approach combining in-person interactions and existing methods to enhance trust, efficiency, and creativity in collective efforts.

Our approach

• Establishing a South African Node to lead the project locally.
• Producing and sharing knowledge on narratives and strategic communications.
• Developing capacity building programmes to strengthen local communities.
• Creating dialogue spaces to empower marginalized voices.
• Promoting an ecosystemic approach to building narrative power.
• This project has grown into an evolving ecosystem of connections, partnerships, and continuous development, striving to empower diverse voices for a more inclusive future.

Outcomes and learnings

u amba, a network dedicated to positive transformations across South Africa and the continent, serves as a directorate for digital activism, strategic communications, and resource hub for 35 South African organizations. It has built relationships with local and global communications specialists, increased capabilities of activists and professionals, supported narrative creators, and promoted collaboration. Key achievements include establishing a diverse ecosystem embodying inclusivity, fostering cross-collaboration for collective growth, and transforming the media landscape through digital research and evidence-based strategies.

Contributors:

Supported by New Venture Fund