Leaders in communications, media, and branding from across Africa gathered in Addis Ababa, Ethiopia, to launch Opportunity Africa, a new continental movement focused on shaping Africa's narrative and addressing its image gap.

• The perception gap currently costs Africa over USD 4.2 billion annually.
• The initiative was organized by the African Union Commission’s Information and Communication Directorate and convened members of the newly constituted Creative Council, chaired by global branding expert Thebe Ikalafeng.
• Executive Director of Africa No Filter, Moky Makura, highlighted this as the first such gathering to tackle the continent's perception challenge.