Update from the Changing the Narrative Conference | 3 June 2025

The Media Sector Action Team (SAT) of Forward Durban, facilitated by Lynette Lombaard under the All Shall Prosper Movement banner, gathered at the Changing the Narrative event on 3 June to realign, reflect, and refocus its next steps. With the official launch of the Forward Durban brand now behind us, the team is primed to shift from planning to implementation—driving a media strategy that amplifies hope, confidence, and economic opportunity across the city.

Media’s Role in Changing the Narrative

The core belief remains unchanged: to grow business confidence in Durban, we must reshape the city’s narrative. That means telling stories of progress, resilience, innovation, and community strength. A suggested 80/20 content split—with 80% focused on economic development and business growth, and 20% on positive community stories—will help position Durban as a vibrant, investable city while celebrating its people.

One important conversation revolved around how we handle negativity in the media. The Media SAT is actively strategising ways to respond thoughtfully to online criticism while avoiding distractions from the movement’s message.

Access to Information & Streamlining Content

Access to quality content starts with knowing where to look. The team discussed improving internal processes to ensure a steady pipeline of information:

• SAT Leaders are to be the primary contacts for content leads.
• A clear flow for sourcing, vetting, and publishing content is to be finalised and reviewed at the next Media SAT meeting.
• Suggestions were made to incorporate local event listings, arts features, and curated third-party stories from trusted outlets and social media.

The team also agreed that external contributors could submit content—pending proper vetting—to help diversify the storytelling landscape.

Sharing the Message Across Platforms

With the brand now launched, momentum is key. Focus is shifting to broadcast and digital platforms to drive awareness and engagement:

• Radio, local press, and social media will form the foundation of this outreach.
• Notably, influencers and creators will play a crucial role. Pearl Holdstock, Langa and his team, and TikTok content creator Mike have all shown willingness to contribute to the Forward Durban content journey.

Funding and Support

As with many grassroots efforts, funding remains a challenge. While the team operates on a volunteer basis, the need for external support—particularly for advertising and promotional materials—was raised. Corporate sponsorships are being explored as a means to sustain and scale impact.

Looking Ahead: A Unified Content Strategy

A key takeaway was the need for a centralised content strategy. Now that the platforms and branding are in place, ensuring consistent tone, alignment, and messaging will be critical. This includes clarifying what types of content support the brand and ensuring contributions do not dilute Forward Durban’s core goals.

In Closing

The Forward Durban Media Team is no longer just talking about change—it’s telling the story of change. The next chapter involves working smarter, amplifying voices of impact, and staying true to our mission of shifting perceptions and unlocking Durban’s potential.

The power of media lies in what we choose to highlight. Let’s keep the momentum going—because Durban’s future depends on the stories we tell today.