Above the Noise: EU youth campaign reaches 50M+ views across Africa

The Above the Noise campaign (Au-delà des échos in French-speaking countries), developed by Stratcom PRO and GOPA PACE for the European External Action Service Sub-Saharan Africa Strategic Communication Task Force, concluded in August with powerful results across five African countries.

From 17 February to 4 July 2025, the campaign engaged young people in Ghana, Nigeria, Benin, Chad, and South Africa through rooftop dialogues filmed in the local capitals, influencer partnerships, and youth-led storytelling on four key themes: Migration, Disinformation, Multilateralism, and Peace & Security.

Highlights

2.2M video views, 56.3M impressions, and 18.6M engagements.

11.3M people reached and 12K new followers across EU Delegation channels.

208 posts produced from 136 content pieces.

Beyond social media

The campaign also made waves offline: TV and radio in Ghana reached hundreds of thousands, while Nigeria hosted a TEDx event and Hausa-language influencer activation. Benin, Chad, and South Africa added giveaways, filmed ambassador talks, and influencer meet-ups, turning digital debate into real-world engagement.

Lasting impact

The final evaluation of the campaign confirms that migration was the most resonant theme, simple formats worked best, and localised content in regional languages expanded reach beyond the “EU bubble.” Facebook proved strongest in Chad and Benin, while Instagram led youth engagement in Ghana, Nigeria, and South Africa.

According to the report, Above the Noise “exceeded expectations — not only in numbers but in trust-building. It showed how the EU can step back, listen, and make space for African youth to lead the conversation”.

The campaign page remains live on the EEAS website, featuring highlights and videos from across all five countries.