Effectiveness of A Communication Strategy

African Shared Values Campaign is an African Union Campaign which aimed at bringing about behavioral change in the habits of Africans towards Africanism. Shared Values is generally conceived as those norms, principles and practices that have been developed or acquired which provide the basis for collective actions and solutions in addressing the political, economic and social challenges that impede Africa's integration and development. These values are embedded at the individual, societal, regional, continental and global levels. The African Shared Values Campaign, thus, provided a platform for discussions and debate about what values are shared between AU member states and their citizens.