African Storytelling as A Pathway for Re-Imagining Strategic Communication in FaithBased Contexts Using the SDGS

Abstract

As the global community grapples with complex and interconnected challenges, the need for a
culturally grounded and contextually relevant communication around sustainable development
has never been more urgent. This paper explores the role of African storytelling traditions as a
strategic communication tool for advancing the United Nations Sustainable Development Goals
(SDGs) with a focus on the faith-based contexts. Drawing from interdisciplinary perspectives and
qualitative insights, the study examines how storytelling, rooted in African worldviews, communal
values and theological imagination can be reimagines to communicate SDG-related themes such
as peacebuilding, education, environmental stewardship and social justice. Central to tis
exploration is the emergence of Afro-Faith Storytelling, a framework that integrates oral
traditions, faith narratives and strategic communication to bridge the gap between grassroots
realities and global frameworks. The study was guided by two running questions: (1) What is the
role of indigenous faith-based narratives as legitimate vehicles for development discourse? And
(2) How can storytelling serve as a culturally grounded and spiritually informed communication
strategy for localizing the SDGs? By employing the use of semi-structured interviews with 14
African faith-based content creators, including podcasters, digital evangelists, musicians and
TikTokers, the research identifies key themes that demonstrate how storytelling is not merely
expressive but also transformational. This paper contributes to the fields of strategic
communication and development studies by proposing the adoption of Afro-Faith Storytelling as both a communicative practice and an ideological framework that empowers faith communities to reclaim narrative agency, inspire ethical act