Zipporah Maubane On Shifting Negative Stereotypes About Africa

Maubane, who spoke to African Newspage on the sidelines of the8th Programme for Infrastructure Development PIDA Weekin Addis Ababa, Ethiopia recently, is committed to reshaping how Africa sees itselfand how the world views Africa. PIDA Week is the continents premier infrastructure event.

The new AUDA-NEPAD image-maker is passionate about reframing perceptions and positioning Africa as a magnet for investment opportunities. When people think of Africa, their first thoughts shouldnt be instability or riskthey should be innovation, resilience, and boundless potential, Maubane told African Newspage .

With over 29 years experience in multinational corporations spanning industries from energy to logistics, technology, and engineering, for Maubane, her new job is not just another professional responsibility but a personal mission. She views her role at AUDA-NEPAD as more than just another job. As an African, I see this as a chance to contribute my skills to something larger than myself.

Taking on a role that influences how the world perceives an entire continent might seem overwhelming but Maubane embraces the challenge with enthusiasm. Ive never worked in development before yet the fundamentals of communication are the same. You start with the truthfacts and figuresand you tell that story consistently over time.

The new AUDA-NEPAD image-makers career includes stints at giant global multinationals such as Coca-Cola and BP. Those experiences taught me how to reposition brands and build reputations. Now, Im applying those skills to something much bigger: the brand of Africa.