African Union, World Bank
The S.W.A.P., Socials With A Purpose, is the brainchild of Chido Mpemba, who was appointed in November 2021 as the Special Envoy of the Chairperson of the African Union Commission on Youth. She served in that role during both editions and now works as Special Advisor on Youth and Women to the African Union Commission Chairperson. The African Union and World Bank were the clients.
Gala Digital first supported The S.W.A.P. in Johannesburg, then returned a year later for its second edition in Accra. We carried AfroMANtality from the invitation into the room, giving the Ghana event a recognisable presence without losing the importance of the conversation behind it.
The programme brings African youth and community voices together around conversations that deserve room, attention and honest participation. After the first edition in Johannesburg, the Accra edition continued the discussion through positive masculinity and the role of modern African men in building healthier communities.
The communication needed to preserve that continuity while giving Ghana its own presence. It had to build interest, support attendance and make the theme clear before guests arrived and throughout the event.
The discussion included gender-based violence, depression and self-esteem, alongside African excellence and community responsibility. The work needed to respect the weight of those subjects without making the event feel defensive or inaccessible.
It also had to suit a premium social setting and remain distinctly Pan-African. Every public-facing element needed to hold the same balance of seriousness, optimism and energy.
African Union
World Bank
The S.W.A.P., Socials With A Purpose
Concept: Chido Mpemba
Johannesburg 2023
Accra 2024
RSVP landing page
Event communication
HTML emails
Venue graphics
Stage-screen animation
We built the communication around one strong central idea: AfroMANtality, Redefining Positive Masculinity in Modern Africa. The emphasis on “MAN” gave the theme a memorable anchor and kept masculinity connected to identity and responsibility.
That direction moved across the RSVP experience, digital communication and live event environment. Each format could do its own job while still feeling part of the same conversation.
AfroMANtality became the centre of the visual and verbal communication. It gave the event a clear point of recognition while leaving enough room for the people and subjects within the programme.
The identity remained consistent without forcing every item into the same composition. This allowed the work to respond to different spaces while holding onto one purpose.
The landing page gave invited guests one clear place to understand the event and register. The theme, venue and purpose were brought together without making people work through a long explanation before responding.
This turned early interest into a direct decision about attendance.
Social graphics and HTML email designs introduced the conversation before guests entered the venue. Each message carried the same identity while giving the immediate information enough prominence.
The communication built recognition over time rather than treating every invitation or update as a separate campaign.
Event banners and animated stage-screen designs carried the identity into the live experience. Guests encountered one visual language from the RSVP page through to the discussion itself.
The work supported the premium venue without allowing the setting to overshadow the event’s social purpose.
Post-event communication thanked the speakers, facilitators and guests who contributed to the gathering. It focused on the quality of the discussion and the people who made it possible.
This gave the event a considered ending instead of allowing the communication to stop once attendance had been secured.
Gala Digital supported The S.W.A.P. first in Johannesburg and again in Accra a year later. The second edition achieved a full house, with our work supporting its visibility, RSVP experience and in-room presentation.
The final communication gave a sensitive subject a clear and confident public presence from invitation through to the close of the event.
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