Growth of Scouting, to reach as many young people as possible in Africa (More than 60% of Africa's population) will depend on how well we sustain our good image in order to retain and attract more young people.
Support by our stakeholders will depend on how we make them understand, see and appreciate the contribution of Scouting to the lives of the young people and the community at large.
Good communication is central to the delivery of the youth programme and in making better Scouting accessible to more young people.
Effective Communication is fundamental in the implementation of the 10 Year Development Plan for Scouting in the Africa Region, and in fulfilling the mission of Scouting.
The Africa Regional Office uses several communication tools to reach out to more young people in Africa and beyond, Scout Leaders and Partners. Among other approaches, this is achieved through the following:
- The Web
- Regional Publications
- Effective management of data (Digital photo Library, partners/media directories)
- The Africa Scout Radio
- Corporate Social Responsibility (CSR)
- Scout events, such as, Africa Scout Day (13 March), Founder's Day (22 February), Jamborees, etc
- Effective media relations (Press conferences, press releases, etc)
- Training of communication commissioners at country level.
After a thorough situational analysis aimed at finding ways of reaching our stakeholders more effectively, we came up with a communication strategy that, among other strategic objectives, aims to improve newsgathering and dissemination. Hence, the launch of Kudumail. The name Kudumail is inspired by the Kudu Animal. We chose this name for three reasons. First, a Kudu is an African animal, which is a type of antelope. Second, it is fast, almost like the way we want our news to spread! The last reason is a symbolic one. When Lord Baden Powell started the first experimental Scout camp on Brownsea Island, he blew a Kudu horn to herald the beginning of this historic event.
Given the challenge of internet access in Africa, where only 11.4 % (as of 2011) of the population have access to Internet, Kudumail will serve as a “portable” information material that could serve both those who have and those who do not have access to Internet. This is important as the overall objective of Kudumail is to contribute to the development of Scouting in Africa through awareness raising. Thus, Kudumail is also a platform of exchange on our activities, potentials, challenges, opportunities, etc. and we are all invited to contribute and to relay the message.
The Ten-year Development Plan for the Development of Scouting in Africa, which was adopted for implementation at the 11th Africa Scout Conference in September in Gabon, provides the impetus that will see a new revival of Scouting in Africa. It strategises on how Scouting will play its role in poverty reduction, fighting disease, protecting the environment but above all, developing young Africans, proud of their heritage, equipped and ready to play their role in the renaissance of the African continent.