BY STAFF REPORTER
What the recent law enforcement operation in Tigray regional state against the TPLF junta confirmed is the fact that most major international media outlets rush to twist the facts to depict a negative image of Ethiopia.
Truth be told, the New York Times, Reuters, BBC, Al Jazeera, Foreign Policy Online, etc., have all pulled out their long knives against Ethiopia. In a well-coordinated media assault, these media outlets gave too much attention to negativism rather than reporting the truth.
Being this the fact though, on the Ethiopian side, there has been weakness in promoting the positive developments on the ground. True, the removal of the junta, the opening up of the democratic space, home grown economic policy which gives a lot of room for the private sector, privatization and liberalization schemes and the thriving media are good news from Ethiopia ignored by these media outlets.
To promote these developments, the Ministry of Foreign Affairs of Ethiopia launched a two-month-long social media campaign this week, trending under the phrase #RisingEthiopia and targeting all Ethiopians and those of Ethiopian origin.
The campaign aims to promote the good qualities of Ethiopia and assuage the effects of the misguided media narrative that dominated the air for the last couple of months.
Besides mobilizing Ethiopians living abroad for a common good, the campaign will also introduce Ethiopian investment potential to the international community and build up Ethiopia as an emerging tourism destination.
Key themes will anchor the campaign in different phases, including #Tourism, #Culture, #DiasporaBusiness, #Investment, and flagship projects and charities.
The first phase of the campaign (December 30-January 24) started on Thursday with a webinar discussion and showcase Ethiopia’s #Tourism potential and attractions in various activities.
The final phase of the campaign (#EthiopiaGiving Week) will mobilize the public to raise funds for some flagship projects, including the #GERD and charity causes.
The Ministry of Foreign Affairs is running the campaign in collaboration with relevant stakeholders, including the Ministry of Culture and Tourism, Tourism Ethiopia, Ethiopian Investment Commission, concerned individuals, all Ethiopians, and media outlets.
The Ethiopian herald January 3/2021
