Africa Day

The African-Union-designated Africa Day falls on 25th May each year. Its aim is to celebrate African diversity and success, and to highlight the cultural and economic potential that exists on the continent of Africa. Since the publication of the White Paper on Irish Aid in 2006, the Irish Government – through the Irish Aid division of the Department of Foreign Affairs – has made a commitment to support Africa Day events in Ireland on an annual basis. Since 2008, DHR Communications has worked with Irish Aid to establish a high-profile identity for Africa Day through the organisation of flagship Africa Day events.

In 2008, we were contracted by Irish Aid to project manage and promote its inaugural Africa Day flagship event, ‘Africa Day @ Dublin Castle’, a free family day, open to all members of the public, and aimed at promoting a more comprehensive understanding of Africa in Ireland. In 2009, we worked with Irish Aid on the organisation and promotion of two flagship events: ‘Africa Day @ Iveagh Gardens, Dublin’ and ‘Africa Day @ Limerick’, both of which took place during May 2009.  This year, we once again project managed Africa Day Dublin, which took place on 16th May in the Iveagh Gardens, and Africa Day Limerick, which took place on 30th May in the grounds of Limerick City Hall.

Footage from Irish Aid’s Africa Day Dublin event, May 2010

(Footage recorded and edited by Manu Di Marco, volunteer film-maker for Africa Day 2010)

Footage from ‘Africa Day @ Dublin Castle’, May 2008, can be viewed here.

DHR Communications’ work has resulted in the establishment of a strong Africa Day ‘brand’ in Ireland. It is now firmly embedded as an annual celebration, which receives tremendous support and feedback from grassroots African community groups, as well as the general public.

Key outputs DHR Communications has delivered for Irish Aid in relation to Africa Day include the following:

  • Liaising with Irish Aid’s graphic design company and printers on the development of a logo and all ensuing promotional materials, including fliers, posters, event programmes and event signage.
  • Management of the Africa Day website (www.africaday.ie), which serves as the central source of information on the annual celebrations.
  • Drafting and proof-reading the wording for – and managing the distribution of – key promotional materials for Africa Day.
  • Establishing a strong online presence for Africa Day through the use of tools such as Facebook, Twitter and YouTube.
  • Ongoing communications with hundreds of grassroots groups throughout the country, which were involved in either the flagship Africa Day events or in local events being supported by Irish Aid.

The inaugural flagship Africa Day event attracted 10,000 visitors to Dublin Castle in 2008. The event held in Limerick in May 2009 saw 4,000 visitors enjoying the activities on offer, while 15,000 people came to ‘Africa Day @ Iveagh Gardens, Dublin’.  This year, similarly high visitor numbers were achieved for both flagship events, and Africa Day once again achieved high levels of media coverage and received positive feedback from participants and visitors alike.