10 Years of Choosing Africa Matters: A Reflection from the CEO & Co-founder Reanne Olivier

On 20 April 2025, Africa Matters turned 10.

It was Easter weekend, and my mom asked me, “How does it feel to have reached 10 years?” I paused. I did not have an answer. I needed time to sit with the question. Even now, as I write this, I still do not fully know. Maybe because it’s never just been about numbers or milestones—it’s always been about purpose.

Ten years ago, Farai and I were two young women who just had enough. Enough of seeing our peers shrink themselves. Enough of only hearing African stories through a lens of pity, pain, and problem. Enough of waiting for someone else to do something. So we did it ourselves.

We started Africa Matters as a Facebook page, sharing content that was proudly African, unapologetically youth-centered. It was our way of saying: we matter. Our voices matter. Our continent matters.

We didn’t have a roadmap. No money. No fancy connections. But we had fire in our hearts and belief in our people. From conversations in our dorm rooms to hosting our first event at Stellenbosch University—Africa Matters became our love letter to the continent and to young Africans.

Over the years, we’ve grown. From in-person workshops to continental programs like Africa Matters Ambassadors Program, She is Empowered, Her Environment Her Future—we’ve impacted thousands of young people across 23 countries. We’ve supported alumni who now run their own organisations, launch social businesses, host podcast shows, lead climate action in their countries and even sit at decision-making tables.

And while there’s so much to celebrate, I also want to be honest.

There were moments I questioned everything—if I was cut out for this, if people would take us seriously. In 2020, I resigned from my job and started working on Africa Matters full-time. I took a massive risk—not knowing where my next salary would come from. Across the years, I cried more times than I can count. There were moments where I felt like I was failing the team, our community, even myself. There were nights I seriously considered sunsetting the organisation—especially when funding was low and AMI was my only livelihood.

But I kept showing up.

I kept choosing the young people who apply to our programs. I kept choosing those who would email us saying, I do will be the next Africa Matters Ambassador or ShE Leader. I kept choosing the alumni who lead change in their communities. I kept choosing this movement. Because Africa Matters isn’t just a job. It’s a calling.

One alumna who holds a special place in my heart is Leonah Miniyothabo Ndlovu, who applied to our very first ShE is Empowered cohort in 2020 at just 15 years old—becoming our youngest ever program participant at 16. I still remember interviewing her. Her passion radiated through the screen, and I was so moved that I personally supported her through the selection process. Today, she’s a proud menstrual health advocate and is completing her studies at the African Leadership Academy.

Then there’s Thandie Chisi, is, who is leading the Sustainable Fashion and Women Empowerment Initiative in Malawi. This initiative is transforming lives by equipping African girls and women with the skills to challenge gender inequalities, achieve financial independence, and advocate for their rights. Through her leadership, the initiative has already directly benefited over 300 women and girls—and is still growing.

That’s the magic of Africa Matters. We plant seeds, and our youth grow forests.

Farai has since ventured off to pursue personal projects, and I hold deep gratitude for what we built together. Our foundation is strong because we built it with intention.

As we turn 10, I’m reflecting on what it means to keep going. To keep choosing hope, even when it’s hard. To let go of the idea that success has to look like a certain title, salary, or scale.

My prayer is that Africa Matters becomes a legacy—not because of me or Farai, but because of every single young person who believed in this vision. Who took a risk. Who decided to matter. I want it to be a proving ground where young Africans continue to defy the odds, build bold solutions, and drive change not someday, but now.

To our community—thank you.

To our alumni—you are the heartbeat of this work.

To our team (present and past) — your contributions do not go in vain.

To our partners, donors, and friends—thank you for seeing us, for choosing us.

Here’s to the next 10 years of choosing Africa—especially its young people—again and again.

We are the one's we've been waiting for!

With love and courage,

Reanne