A new media partnership is bringing Africa’s own voices to the forefront of wildlife conservation. Launching first in Zimbabwe, Zambia, and Kenya, the partnership engages more than 80 television, radio, and billboard networks to inspire action for Africa’s wildlife and wild spaces.
Pan-African audiences are also reached through the Music for Wildlife series, currently airing on Pan-African broadcasters. This series features performances from top African musicians and short videos with key African influencers and frontline conservation heroes.
From rangers mitigating poaching to local ambassadors promoting eco-tourism, the initiative promotes community-led solutions to protect elephants, lions, and other iconic African species. It also addresses urgent challenges like human-wildlife conflict, illegal bushmeat consumption, and habitat loss.
“This isn’t just about conservation—it’s about celebrating the knowledge and resilience of communities who live side-by-side with wildlife every day,” said Azzedine Downes, President and CEO of IFAW (International Fund for Animal Welfare. “Their stories deserve to be heard, and their leadership is critical for shaping Africa’s future.”
Behind the initiative are two major players: IFAW, with decades of experience delivering frontline projects such as its flagship Room to Roam program that connects landscapes for elephants and other wildlife, and Wild Africa, which leverages media partnerships and local ambassadors from the music, sports, film, and faith sectors to bring conservation messages to the widest possible audience.
According to Peter Knights, OBE, CEO of Wild Africa, the partnership is a game-changer: “African wildlife and conservation stories are shared around the world, but are rarely told through African voices. Conservation must be made more accessible to a much wider audience. Through this partnership, we’re ensuring these stories are not only heard globally, but also resonate with the communities they come from.”
At its heart, the partnership is about scale, reach, and impact. By weaving together music, culture, and the lived experiences of African communities, the initiative offers a powerful call to action: protect wildlife, protect wild spaces, and protect the shared future of people and animals.
