New Report Examines Ukraine’s Strategic Communications in Africa

Ukraine has fundamentally transformed its engagement with Africa since Russia’s full-scale invasion in 2022, according to a new report from the Stockholm Institute of Transition Economics (SITE). The study, Ukraine’s Strategic Communications in Africa: Actors, Narratives, and Lessons for Sweden, examines how Ukraine has shifted from a limited diplomatic presence to a more proactive communication strategy aimed at strengthening partnerships across the continent.

The report argues that Africa has become an increasingly important arena for diplomatic engagement, where support in multilateral institutions, cooperation on food security, and competition over public narratives have gained strategic significance. While the report is written with Sweden’s Africa policy in mind, its findings also offer broader lessons for governments seeking to strengthen engagement with African partners.

Ukraine Has Rebuilt Its Africa Strategy Since 2022

According to the report, Ukraine’s pre-2022 engagement with Africa was fragmented and lacked a coherent strategy. Diplomatic coverage remained limited, communication was largely reactive, and Russia maintained a far stronger institutional and media presence across the continent.

The full-scale invasion prompted a significant policy shift. Ukraine adopted its first dedicated Africa strategy, appointed a Special Representative for the Middle East and Africa, expanded its diplomatic network from 11 to 18 embassies, and introduced the Ukraine–African Countries Communication Strategy 2024–2026. The Ministry of Foreign Affairs also placed greater emphasis on proactive messaging, coordinated diplomacy, and locally relevant communication.

The report notes that high-level diplomatic engagement has also intensified. Between late 2022 and 2025, Ukrainian officials conducted multiple ministerial visits across the continent, while President Volodymyr Zelenskyy expanded contacts with African leaders and institutions.

Food Security and Local Partnerships Strengthen Ukraine’s Message

The report finds that communication efforts are most effective when they address issues that directly affect African societies rather than focusing primarily on European security concerns. Narratives linked to food security, economic cooperation, humanitarian assistance, and sovereignty have generated stronger engagement than messages centered exclusively on territorial integrity or geopolitical competition.

One of the strongest examples is the Grain from Ukraine initiative, which has delivered food assistance to more than 16 million people across Africa and the Middle East. According to the report, the initiative demonstrates how tangible humanitarian action can reinforce diplomatic messaging and build credibility with local audiences.

The authors also emphasize the growing role of Ukrainian civil society, academic institutions, diaspora organizations, and African research institutes in strengthening Ukraine’s presence across the continent. Partnerships with local journalists, universities, and policy organizations have proven particularly valuable because they enable African voices to communicate issues in locally relevant ways.

Strategic Communications Depend on Local Media and Trusted Voices

The report highlights Africa’s highly diverse media environment, arguing that successful communication requires country-specific approaches rather than uniform messaging.

While platforms such as Facebook, YouTube, X, and Telegram play important roles in different markets, traditional media continue to shape public opinion across much of the continent. Radio remains the most widely used news source in many African countries, while trusted local newspapers and broadcasters continue to enjoy greater public confidence than social media.

The report also argues that communication is most effective when delivered through respected African institutions, civil society organizations, and independent media rather than directly by foreign governments. This approach helps strengthen credibility while reducing perceptions of external influence.

Why It Matters

The report suggests that Ukraine’s experience demonstrates the importance of combining diplomacy, development cooperation, and strategic communications when engaging with African partners. Rather than responding primarily to disinformation, governments can achieve greater impact by focusing on long-term partnerships, locally relevant priorities, and evidence-based communication.

For Sweden and other Western countries, the authors recommend investing in trusted local media, strengthening relationships with African institutions, expanding local-language communication, and supporting independent journalism instead of relying mainly on government-led messaging.

The study concludes that durable influence depends less on countering competing narratives than on building credibility through sustained engagement, practical cooperation, and long-term institutional partnerships.

Conclusions

The SITE report presents Ukraine’s post-2022 engagement in Africa as a case study in strategic adaptation during wartime. By expanding diplomatic networks, investing in proactive communications, and emphasizing issues that resonate with African audiences, Ukraine has reshaped its approach to the continent.

Although written primarily to inform Swedish policymakers, the report offers broader insights into how democratic countries can strengthen international partnerships through credible communication, local cooperation, and sustained diplomatic engagement.