Kadmiel Van Der Puije at the 39th African Union Summit

At the 39th African Union Summit in Addis Ababa, Kadmiel Van Der Puije was not present as a spectator. He was present as infrastructure.

As CEO of The Voice of Africa Group, Kadmiel led the highest performing independent digital coverage of the Summit — generating over 2.4 million views across Instagram and Facebook while publishing more than 30 high-ranking articles throughout summit week. But numbers alone do not explain the moment.

This was about positioning.

High-Level Institutional Engagement

During the Summit, TVOA covered and engaged in high-level dialogue alongside:

• H.E. Ellen Johnson Sirleaf, Former President of Liberia and Nobel Peace Prize Laureate
  
• H.E. Ameenah Gurib-Fakim, Former President of Mauritius
  
• Dr. Nkosazana Dlamini-Zuma, Former Chairperson of the African Union Commission
  

At the African Union’s High-Level Fireside Conversation with Africa’s Female Presidents, convened alongside AWLN and UN Women, TVOA collaborated with Miss World Africa Hasset Dereje on a post that alone reached 600,000+ views, amplifying women’s leadership, governance reform, and Agenda 2063 conversations to a global audience.

Ethiopian Airlines & Institutional Relationships

Beyond summit halls, Kadmiel held discussions with the CEO of Ethiopian Airlines and was formally invited to visit the airline’s Aviation Academy — further strengthening TVOA’s growing relationships within Africa’s aviation and mobility ecosystem.

Culture as Strategy: Ethiopia Beyond the Summit

TVOA’s coverage extended beyond policy rooms into the heart of Ethiopian culture.

The delegation stayed at Kuriftu Resort, which hosted the team throughout summit week and provided access to explore Ethiopia’s heritage and creative scene. Transportation in and out of engagements was supported by Simen Land Tours, ensuring seamless institutional movement across Addis Ababa.

Kadmiel was fitted in a custom design by Richo Design, representing Ethiopian craftsmanship on an international stage merging culture and diplomacy in visual storytelling.

TVOA also partnered with the Addis Girls Skate collective, spotlighting youth culture, female skaters, and creative expression in Ethiopia, reinforcing that Africa’s story is not only shaped in conference rooms, but in community spaces.

The Bigger Picture

Under his direction, TVOA’s coverage became the digital benchmark of the 39th AU Summit:

• 2.4+ million views across platforms
  
• 600,000+ views on a single collaborative institutional post
  
• 30+ summit articles ranking on Google News
  
• Multi-day combined reel watch time exceeding weeks of consumption
  
• Direct engagement with former Heads of State and senior UN leadership
  

While traditional global networks broadcast from outside the narrative, Kadmiel and TVOA operated from within it.

He did not just cover the African Union Summit.

He positioned The Voice of Africa Group as a continental media force capable of shaping how Africa’s most important institutional moments are documented, amplified and distributed to the world.

And Ethiopia was not a stop.

It was a statement.

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