ADDIS ABABA, Ethiopia (BG) — The African Union (AU) has launched the MOVE AFRICA project to reshape migration narratives, highlighting its economic and social benefits while addressing challenges, the organization said Friday.

Developed in collaboration with the AU Liaison Office of the German development agency (GIZ), the initiative aims to foster informed discussions on migration, labor mobility, and free movement across the continent.

“As part of the ongoing efforts of the AU and other stakeholders on the continent, MOVE AFRICA was developed to raise awareness and promote dialogue on mobility challenges and opportunities, fostering greater political will and public support for migration-friendly policies,” said Kokebe Hailegabriel, head of Project Support to the AU on Labour Migration and Free Movement of Persons.

Leslie Richer, the AU Commission’s director of information and communication, emphasized the project’s role in equipping journalists and storytellers with the tools to amplify diverse voices, encourage balanced dialogue, and support policies that ensure safe and regular migration.

Dr. Sabelo Mbokazi, head of labor, employment, and migration at the AU Commission, stressed the media’s influence on public perception and policymaking, urging professionals to move beyond crisis-centered narratives.

With more than 40 million international migrants in Africa—over half residing within the continent—regional mobility plays a vital role in economic integration.

However, the AU said its migration policies, including the Migration Policy Framework for Africa and the Free Movement of Persons Protocol, require stronger promotion and implementation.

MOVE AFRICA is partnering with African-led organizations to drive awareness through media campaigns, training programs, and policy dialogues.

Grant recipients include Africa No Filter, Baraza Media Lab, The Continent, Youth Hub Africa, and African Women in Media, whose initiatives range from storytelling fellowships to documentary production.

“Together, these initiatives work toward a more integrated and economically dynamic Africa, where migration serves as a driver of development rather than a challenge to be managed,” Hailegabriel said.

The AU aims to strengthen support for migration-friendly policies by reshaping public discourse reinforcing Africa’s commitment to regional integration, economic growth, and sustainable development under its Agenda 2063 vision.