Communications That Drive Real-World Impact
Where behaviour change actually happens
We are not simply a communications agency. We are a strategic partner in delivering measurable social impact outcomes. We translate complex interventions into decisions people feel confident making.
Partner With ACGOur Theory of Change
THE MOMENT THAT MATTERS
The moment of decision is where programmes succeed or fail
It’s early morning in a village in Lualaba province, DRC. A young mother stands outside a clinic, her child held tightly against her chest. She has heard many different things from neighbours, elders, the radio.
Inside, a healthcare worker speaks to her not in statistics, but in a story she recognises. A story about protection. About trust. About other mothers like her.
She steps forward.
“That moment, the decision to act, is where development programmes succeed or fail. And that moment is shaped by communication.”
BEYOND AWARENESS
Real impact demands more than visibility
Many organisations operate in complex development, policy, and social impact environments where success depends on far more than awareness. It depends on whether people participate, trust, adopt, and change behaviour.
ACG is not simply a communications agency. We are a strategic partner in delivering measurable social impact outcomes. We translate complex interventions into:
Decisions people feel confident making
Narratives that resonate across communities
Messages that influence systems, not just audiences
ACG’S THEORY OF CHANGE
When the story changes, decisions change
Real change doesn’t start with messages. It starts with how people see the world.
Behaviour is not driven by information alone. It is shaped by belief. And belief is shaped by stories.
At ACG, we focus on shaping the narrative environment, not just delivering messages.
THE PATHWAY OF CHANGE
01
Stories
Shape what feels normal, possible, and acceptable.
02
Beliefs
Form through repeated narratives.
03
Perceptions
Determine how people interpret choices.
04
Behaviour
Follows when perceptions shift.
05
Impact
The measurable result.
OUR APPROACH
Evidence, insight, and continuous learning power every strategy
Driving behaviour change requires more than strong storytelling. It requires evidence, insight, and continuous learning. Our work is powered by ATI, ACG’s research and insights capability, ensuring every strategy is grounded in data and designed for impact.
01
Insight & Diagnosis
Analyse audiences, belief systems, and narrative environments to understand what drives decision-making.
02
Strategy Design
Develop narrative frameworks and communication strategies aligned to specific behavioural outcomes.
03
Implementation
Activate trusted voices, culturally relevant storytelling, and multi-channel engagement.
04
Measurement & Learning
Track shifts in perception and behaviour, generating real-time insights to continuously refine impact.
CASE STUDY: LUALABA PROVINCE, DRC
Low uptake was a narrative problem, not an access problem
In Lualaba province, low vaccine uptake was not driven by lack of access but by conflicting narratives and low trust. Communities were navigating misinformation and rumours, distrust of institutions, and deeply rooted beliefs about health and safety.
OUR APPROACH
- Understood local belief systems and dominant narratives
- Reframed vaccination through culturally relevant storytelling
- Supported healthcare workers as trusted communicators
- Engaged community voices to reinforce credibility
- Continuously adapted messages based on real-time feedback
THE RESULT
→ Increased trust in health messaging
→ Improved confidence in vaccines
→ Measurable improvements in uptake across targeted communities
“Rather than pushing information, the strategy focused on building trust and belief, changing the moment of decision from hesitation to action.”
WHAT THIS MEANS FOR OUR PARTNERS
Outputs are not outcomes
Awareness
↓
Action
Messaging
↓
Meaning
Outputs
↓
Outcomes
Whether you are launching a public health programme, driving adoption of new solutions, or influencing policy or systems change, ACG ensures your communications strategy is designed to deliver impact, not just attention.
OUR REACH ACROSS AFRICA
Pan-African presence, locally rooted expertise
ACG operates across 33 countries on the continent, with a core team based in Johannesburg and regional hubs in Nairobi and Abidjan. Our hub-and-spoke model ensures one centralised point of contact for clients, while activating deep in-market expertise across every geography.
KEY OFFICES
Johannesburg
Head Office · South Africa
Nairobi
East Africa Hub · Kenya
Abidjan
Francophone West Africa Hub · Côte d’Ivoire
COUNTRIES OF OPERATION
- Angola
- Benin
- Botswana
- Burkina Faso
- Cameroon
- DRC
- Egypt
- Ethiopia
- Gabon
- Ghana
- Guinea Conakry
- Ivory Coast
- Kenya
- Madagascar
- Malawi
- Mauritius
- Morocco
- Mozambique
- Namibia
- Niger
- Nigeria
- Reunion
- Rwanda
- Senegal
- Somalia
- South Africa
- South Sudan
- Tanzania
- Togo
- Tunisia
- Uganda
- Zambia
- Zimbabwe
LET’S BUILD WHAT WORKS
Communication is not a support function. It is the intervention.
If your success depends on people making different decisions, then communication needs to be designed accordingly, with the rigour, evidence, and cultural intelligence that real behaviour change demands.
Partner with ACG to design communications that deliver measurable social impact.
Contact ACG
WEBSITE
africacommunicationsgroup.com
info@africacommunicationsgroup.com
PHONE
+27 11 444 4446