The primary objective of the Profile Awards programme is to develop, nurture and advance quality science and technology reporting. More importantly, however, the focus is placed on facilitating the empowerment of African communities through the extension of knowledge. Journalists are encouraged to identify country specific technology issues and by addressing them bring about change in social-economic conditions. This means a focus on how technology can actually benefit people’s lives and can contribute to the improvement of life for all on the African continent and ultimately become an engine for socio-economic growth. “Knowledge is power” – and this is especially true for the people of the continent. Journalists, producers and broadcasters who can demystify complex subjects to the benefit of their communities are delivering on the very ethos that underwrites the Profile Awards.

A secondary objective is to foster increased connectivity and goodwill among members of the African media. Although a large and diverse continent, there is much commonality in the issues reported on by journalists and other members of the media and the challenges facing the continent today. By creating a platform for dialogue and interaction, the Profile Awards strive to improve cooperation and awareness between all those engaged in the pursuit of journalistic excellence.