Olamide Francis has dedicated his career to bridging gaps and fostering understanding across continents. From Africa to Europe, and from the United Kingdom to the heart of public health and media industries, his journey has been one of breaking boundaries and creating impact. Starting in Nigeria and advancing through roles in prestigious organizations across the globe, Olamide has consistently risen to the challenge of addressing societal issues through the power of communication.
Can you tell us about your early life and educational background?
I was born in Lagos, Nigeria, where an event changed the course of my life. I am currently writing my book, so I won’t go into much detail about the event. However, it profoundly shaped me and fueled my hunger for knowledge.
Many people often wonder why I ventured into media and communications, given my formal science background, which includes a degree in Environmental Management and Toxicology. The decision was made during my second year at the Federal University of Agriculture, Abeokuta, when I resolved to pursue a path that resonated with my natural abilities after graduation. From that moment, I knew I wanted to build a career in communications.
That determination led me to pursue a master’s degree in Media and Communication Industries at the University of East London. While in London, my passion for social change was reignited, and I am currently working on a project centered on this commitment.
How did your career begin, and what foundational roles have you held?
My career luckily began with a strong foundation in journalism, where I honed my storytelling skills and developed a deep understanding of societal issues. Early on, I contributed to reputable media outlets across Africa, such as The Daily Times, The Punch Newspapers, Nature News Africa and The Cable. In these roles, I produced thought-provoking articles on public health, environmental challenges, and political developments, establishing myself as a voice for meaningful discourse.
This experience in journalism laid the groundwork for my transition into strategic communications. I applied my expertise in storytelling and audience engagement to roles such as Communications Executive at a UK Government Agency. In that role, I managed media relations and led impactful public health campaigns, further solidifying my ability to craft narratives that drive awareness and inspire action.
These foundational roles, combining journalism and strategic communications, have shaped my career and prepared me to make a lasting impact across sectors.
You’re passionate about social change. As a communications professional, what does it mean to use communications as a strategic tool for social impact?
Using communications as a strategic tool for social impact involves purposefully leveraging messaging, storytelling, and media platforms to create awareness, shift perceptions, influence behaviors, and inspire action on critical social issues. This approach requires crafting tailored campaigns that connect with specific audiences, utilizing data to shape strategies, and ensuring alignment between communication efforts and the overarching goals of the social change initiative for maximum effectiveness.
For example, the United Nations’ “HeForShe” campaign exemplifies this approach. By using compelling storytelling and engaging global leaders, celebrities, and individuals through digital platforms and events, the campaign successfully raised awareness about gender equality and encouraged men to become allies in the fight for women’s rights. Data-driven insights helped refine the campaign’s messaging to resonate with diverse audiences, ensuring its global impact while supporting the broader goal of achieving gender equity. Similar to what UN did is what I am trying to replicate in a social change project I am currently working on.
How would you describe the role of digital media in modern social impact communication strategies?
Digital media is fundamental to modern social impact strategies due to its unparalleled reach, ease of access, and capacity for real-time engagement with diverse audiences. Platforms like Instagram and Twitter enable interactive storytelling, such as the viral #MeToo movement, which used personal narratives to spark a global conversation on gender-based violence. Tools like Facebook Ads allow targeted campaigns to reach specific demographics, while grassroots efforts, like the Black Lives Matter protests, effectively mobilized supporters via hashtags and live streams.
Additionally, analytics tools on platforms such as YouTube provide valuable insights into audience behavior, helping refine strategies for greater impact. Importantly, digital media democratizes communication, empowering individuals and smaller organizations, like Greta Thunberg’s Fridays for Future, to amplify their voices and drive global change.
Can you elaborate on your passion for Africa and its development?
Certainly! My passion for Africa and its development is rooted in a deep admiration for the continent’s immense potential, rich heritage, and resilient spirit. I am inspired by the creativity, innovation, and determination of African people, both on the continent and within the diaspora, who continue to drive transformative change and contribute to global progress.
As a communications professional, I am committed to reshaping narratives about Africa and its diaspora, celebrating their achievements, addressing misconceptions, and amplifying their voices. The African diaspora plays a crucial role in bridging cultures, fostering economic growth, and championing social equity, and I am passionate about highlighting their contributions to global development.
Through strategic communication, I strive to support initiatives that empower African communities, both at home and abroad, in areas such as health, education, entrepreneurship, and cultural exchange. My work aims to connect these communities, promote inclusive growth, and showcase the vibrant, multifaceted stories that define Africa and its diaspora.
