African Development Bank (AfDB)
Services: Media Relations, Digital Press Conference, Op-ed placement.
The African Development Bank (AfDB) is a financial institution whose mission is to spur sustainable economic development and social progress in its regional member countries, thus contributing to poverty reduction. The institution launched its Covid-19 Response Facility and wanted to engage with the media to show its commitment to help African countries fight the disease.
In April, while Africa was hit by the Coronavirus pandemic, African governments and institutions announced economic measures to help fight the disease. In this light, the AfDB unveiled a $10 billion Response Facility to curb COVID-19 and to assist regional member countries in fighting the pandemic. African Media Agency (AMA) was tasked with engaging and building relationship with the media and showing AfDB’s commitment to fight the disease.
Due to the unprecedented crisis we were going through, we knew that betting on digital resources was our best shot. Leveraging on AfDB’s core expertise in economic development and social progress, AMA organized and hosted a digital press conference with journalists from Africa and abroad, placed op-eds that resonated with the editorial agenda of Tier 1 media and distributed press releases across the continent.
AMA invited, secured and managed accreditation for the journalists attending the digital press conference. The press conference was attended by more than sixty (60) African and international media including Bloomberg, Quartz Africa, Agence France Presse, Jeune Afrique, Guardian Nigeria, Le Monde, Fraternité Matin, etc. The advertising value of the articles published as a result of this digital press conference is estimated at $172,442.01 and about 29 million earned media impressions.
AMA pitched two Op-eds that were featured on CNN and Washington Post, and distributed press releases through AMAWire. The COVID-19 response facility release was picked up by tier 1 media houses like Le Figaro, Xinhua, Forbes Africa, AllAfrica and specialist-websites like Nasdaq. This resulted in advertising value estimated at $ 880 324.88 and nearly 238 million earned media impressions.
Full coverage report can be found here.