ON CUE WITH KAFUI DEY: When the message matters most: Leadership communication lessons from World AIDS Day

December 1 is World AIDS Day, a moment of remembrance, awareness and renewed commitment across Africa and the world.

But beyond the red ribbons, the speeches, and the hashtags, this day offers an often-ignored gift to leaders and spokespeople: a masterclass in communicating about issues that matter deeply to people.

If you ever want to test the strength of your communication skills, try speaking about health, stigma and human vulnerability in front of a microphone. It forces you to blend clarity with compassion, data with humanity, authority with humility.

And in a media landscape where one wrong sentence can run faster than your best PR officer, World AIDS Day reminds us why leaders must speak with intention, not assumption.

So today, on December 1, let’s talk about what Africa’s leaders, CEOs and public voices can learn from this global observance.

 Speak like people are listening because they are

World AIDS Day teaches us that communication is not a ceremonial activity; it is a life-impacting one. When leaders talk about public health, people listen with their hearts, not just their ears.

Too many organisations issue statements that sound like they were written by an AI with low battery:
“Management wishes to assure the general public that the situation is under control.”

Nobody believes that sentence. Not even the writer.

A real leader communicates like a human:

• Clear facts
• Clear instructions
• Clear empathy

Because when lives and dignity are involved, clarity is not optional, it is an act of leadership.

Stigma grows in silence so say something worth hearing

One lesson from the HIV response is this: silence is a killer.

When leaders refuse to talk about tough topics like health, abuse, corruption and mental well-being, the public fills the vacuum with guesswork, gossip and Google searches. And Google may be many things, but it is not your PRO.

Speaking early, speaking honestly and speaking often remains the most powerful antidote to misinformation.

Your voice may not solve every problem, but it can stop confusion from becoming a second epidemic.

Context is king: learn to read the room

World AIDS Day is not the day to show off your organisation’s new headquarters. Neither is it the day to brag about “record-breaking profits” unless you want the internet to roast you like plantain.

Leadership communication requires timing, sensitivity and awareness. Before you speak, ask yourself:

• What are people feeling today?
• What conversations are already happening?
• Does my message add value or distract from the moment?

A leader on cue understands that relevance is the gateway to resonance.

Use numbers, but don’t hide behind them

Statistics matter but on days like this, humans matter more.

Saying “1.3 million Africans are living with HIV” is informative.
But saying “One of them may be your colleague, your cousin, or the woman who braided your hair this morning” is transformative.

The best communicators use numbers to support the story not to replace it.

 Show up before the cameras show up

You cannot build credibility on World AIDS Day if the last time you spoke about public health was three crises ago. Trust is not created on the day of the event; it is created over the course of consistent engagement.

Journalists remember leaders who show up early, speak clearly and return after the headline has faded.

The metaphorical “red ribbon” is not a one-day accessory. It is a year-long commitment to transparent, empathetic leadership.

In Conclusion

December 1 is more than a date, it is a reminder.
A reminder that communication is not a duty; it is a responsibility.
A reminder that leadership is not measured by how loudly you speak but by how clearly you are understood.
And a reminder that every time you step behind a microphone, you have the power to shape attitudes, fight stigma, and inspire action across this continent we all call home.

So today, speak with purpose. Speak with care. And speak like someone, somewhere, is waiting for your voice to give them strength.

Because they are.

>>> Need coaching? Email [email protected] today.

The post ON CUE WITH KAFUI DEY: When the message matters most: Leadership communication lessons from World AIDS Day appeared first on The Business & Financial Times.

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