Farm Radio International, a Canadian Non-Profit Organisation, Thursday launched an initiative dubbed: “Just Communication,” aimed at transforming how communication supports development across Africa.

The initiative, launched in Accra,  seeks to strengthen inclusive media, amplify underserved voices, and ensure that communication becomes a central pillar of sustainable development on the continent.

Mr Benjamin Fiafor, the Head of Just Communication, described  the initiative as Africa’s first coordinated media-for-development network, which would bring together broadcasters, journalists, podcasters, digital storytellers, and community communicators across the continent.

He noted that despite Africa experiencing rapid social, demographic, and technological change, huge communication gaps persisted, which undermined development efforts, weakened accountability, and allowed misinformation to spread unchecked.

For instance, he noted that despite an overwhelming evidence that media remained a cornerstone of governance, agriculture, health, climate resilience, and social cohesion, only 0.2 per cent of global development assistance was directed towards communication for development.

“Development fails when people are uninformed or unheard,” he said.

“Without strong, inclusive media, the best solutions remain unknown, unseen, and unused.”

Outlining the mandate of the initiative, Mr Fiafor said the Just Communication was structured around three thematic areas; network, projects and advocacy.

On network, for instance, he said with nearly 1,500 partner radio stations and growing representation from digital communicators, journalists, and podcasters, Just Communication aimed to become the “go-to” hub for African media development.

On projects, Mr Fiafor touched on the support Just Communication would give to multi-country and community-level communication projects, focused on food systems, climate resilience, youth empowerment, gender equality, governance, and public health.

Additionally, continent-wide campaigns, such as World Food Day and World Radio Day, would also receive renewed emphasis and coordination.

In the area of advocacy, said it would influence governments, development agencies, and investors to increase funding for media capacity, content creation, and communication innovation.

It would also make engagement with the African Union, FAO, IFAD, and national governments central to pushing for policy change and resource mobilisation.

Mr Kevin Perkins, the Executive Director of Farm Radio International, highlighted the urgency of building a continent-wide platform that elevates the role of media in development.

He noted that while media was one of Africa’s most influential tools for shaping public understanding, it remained vastly underfunded, undervalued, and disconnected from the development investments it could greatly enhance.

Just Communication was conceived after years of consultation, research, and collaboration with partners across Africa.

“The initiative has already been launched globally and is now taking root in Ghana as part of its mission to grow into a fully African-led entity,” he said.

The platform has recently been registered in Ghana, marking a milestone in its evolution towards independence, he said.

In the interim, however, it would operate within Farm Radio International while benefitting from the organisation’s decades-long experience working with nearly 1,500 radio stations and millions of rural listeners.

“This is not a handoff, but a handshake,” Mr Perkins said.

“Together, Just Communication and Farm Radio will form a powerful alliance – rooted in trust, values, and a shared vision for media that empowers.”

He called on journalists, media organisations, donors, investors, and governments to join the movement and help build a stronger, more connected African media ecosystem, one capable of informing, inspiring, and transforming communities.

Madam Rosemond Ohene, Country Representative, Farm Radio International, said too many communities, especially in rural and underserved areas, remained excluded from decision-making simply because they lacked access to information or the means to express themselves.

She underscored the initiative’s efforts in changing that dynamic by ensuring every farmer, woman, young person, and marginalised group had access not only to vital information but also to a meaningful voice in public dialogue.

“Justice begins with listening,” she said.

“When we listen, especially to those most often unheard, we build stronger programmes, stronger institutions, and stronger communities,” she said.