ABOUT

Context
The Flags of Unity were created in response to a critical moment of shifting global health priorities and funding uncertainties for Africa’s public health landscape. The continent continues to face cross-border health threats, from pandemics to unequal access to healthcare. These challenges require regional collaboration, yet political and geographical boundaries often hinder unified responses.
In this environment, AHAIC 2025—hosted by Amref Health Africa—sought to amplify the urgency of connected action through its theme, Connected for Change: Addressing Socio-Ecological Dynamics of Health. The Flags of Unity were designed as a visual, symbolic, and participatory extension of this mission.
Africa is home to 54 sovereign nations, each with distinct governance, policies, and priorities. Yet, history and geography demonstrate that health crises do not recognise borders. This campaign took border divisions and reinterpreted them as symbols of unity, reinforcing a shared responsibility for health progress across the continent.
Launched in Kigali, Rwanda, the Flags of Unity debuted during the "Walk for Change", coinciding with the city’s Car- Free Day, an initiative promoting sustainability and health. This ensured that the campaign resonated deeply with local and international audiences. The physical act of carrying and installing the flags at the conference reinforced
their role as more than just a design element—they became a tool for advocacy.
At a time of geopolitical and economic shifts, this work positioned Africa as a leader in cross-border health collaboration, inspiring governments, NGOs, and communities to embrace a unified approach to health equity.
Brief
The Africa Health Agenda International Conference (AHAIC), held biennially by Amref Health Africa, brings together global leaders, policymakers, and healthcare professionals to address Africa’s health challenges.
AHAIC 2025 will focus on social determinants of health, driving discussions on universal health coverage, innovation, and policy reforms. The conference serves as a key platform for networking, knowledge exchange, and collaboration to advance sustainable health solutions.
Our task was to translate this focus into a strong, impactful campaign for AHAIC 2025—one that drives brand recognition and aligns seamlessly with Amref’s communications strategy, ensuring maximum visibility and engagement.
Strategy
Rather than just a static emblem, the Flags of Unity were designed as an interactive, participatory symbol of collaboration.
The AHAIC is attended by African policymakers, global health leaders, NGOs, local communities and the private sector so ‘Connected For Change’ was woven through the conference topics as well as the overarching ambition of bringing the AHAIC to life.

By making the flags a physical part of AHAIC 2025, we ensured they would not only be seen but also experienced, carried, and discussed. The flags served as touchpoints for dialogue, reinforcing Amref’s leadership in health diplomacy and cross-border policy collaboration.

By integrating the flags into both public activations and virtually in the conference program, the campaign bridged the gap between community engagement and institutional advocacy, ensuring broad, multi-stakeholder impact beyond the event itself.
Execution
The Flags of Unity were first introduced during the "Walk for Change", where health leaders, policymakers, and participants carried them through the streets of Kigali, turning them into a living demonstration of solidarity and collective action. This act symbolised the theme Connected for Change and set the stage for their presence at the AHAIC 2025 Conference.

Inside the conference centre, the flags were prominently displayed, reinforcing the message of cross-border collaboration. Digital animations and the AHAIC opening film further showcased the Flags of Unity. These dynamic elements created a consistent and immersive experience, ensuring that the symbolism of unity remained at the forefront throughout the event. The presence of the flags within the conference environment underscored the need for regional cooperation in healthcare and provided a tangible representation of the discussions taking place, making Connected for Change an enduring and memorable concept.

Results
Flags of Unity theme "Connected for Change" had:
Approx 64 million reach
11.5k engagements on social media
2.6k total posts
7,000 participants (2,000 in person, 5,000 virtual) from 60+ countries and 42 organisations, representing not only the whole of Africa but also the world
Delegates from all over the world participated in 50+ collaborative sessions and 5 plenary sessions discussing social determinants of health that connect all African countries across borders.
50+ journalists attended the conference resulting in 150+ media articles, reaching 18.1 million people, strengthening Amref’s reputation as a leading voice in African healthcare collaboration, reinforcing trust, credibility, and preference among key stakeholders, including governments and NGOs.