At the 39th African Union Summit in Addis Ababa, Kadmiel Van Der Puije was not just another attendee; he emerged as a cornerstone of infrastructure for the event.
As the CEO of The Voice of Africa Group, Kadmiel steered the most effective independent digital coverage of the Summit, amassing over 2.4 million views on Instagram and Facebook, and publishing more than 30 high-ranking articles during the week. Yet, the impact transcended mere numbers.
This moment was about strategic positioning.
High-Level Institutional Engagement
During the Summit, TVOA not only covered pivotal discussions but actively engaged in high-level dialogues:
At the African Union’s High-Level Fireside Conversation featuring female presidents, TVOA collaborated with Miss World Africa Hasset Dereje on a post that garnered over 600,000 views, amplifying critical discussions on women’s leadership, governance reform, and Agenda 2063 to a global audience.
Ethiopian Airlines & Institutional Relationships
Beyond the conference center, Kadmiel engaged in dialogues with the CEO of Ethiopian Airlines, receiving a formal invitation to the airline’s Aviation Academy. This move solidified TVOA’s growing relationships in Africa’s aviation and mobility ecosystem.
Culture as Strategy: Ethiopia Beyond the Summit
TVOA’s coverage went beyond policy discussions, diving into the rich tapestry of Ethiopian culture.
The delegation’s stay at Kuriftu Resort provided an opportunity to explore Ethiopia’s heritage and creative scene. Transportation to various engagements was seamlessly managed by Simen Land Tours, ensuring smooth institutional movement across Addis Ababa.
Kadmiel donned a custom design by Richo Design, showcasing Ethiopian craftsmanship on an international stage and melding culture with diplomacy through visual storytelling.
TVOA actively partnered with the Addis Girls Skate collective, emphasizing youth culture, female skaters, and creative expression in Ethiopia. This partnership reinforces the notion that Africa’s narrative is woven not only in conference rooms but also in community spaces.
The Bigger Picture
Under Kadmiel’s stewardship, TVOA’s coverage became the gold standard for the 39th AU Summit:
While traditional global media organizations reported from afar, Kadmiel and TVOA operated from the heart of the narrative.
He did not merely cover the African Union Summit.
He positioned The Voice of Africa Group as a formidable continental media powerhouse, poised to influence how Africa’s most significant institutional moments are recorded, amplified, and shared with a global audience.
Ethiopia was not merely a waypoint.
It was a statement.
