What happens when a journalist’s curiosity meets a burning desire for social justice? For Simon Chris Makanga, the result was a journey that would take him from the newsrooms of Uganda to the forefront of a movement to change digital storytelling in Africa.
The Beginning of a Mission
Simon’s path to becoming an influential voice in African storytelling and advocacy began with a simple yet profound encounter. It was during a time of personal transition, after leaving his position as a news anchor and reporter, that he stumbled upon a woman collecting plastic waste as a means of survival. Her neck, bruised from carrying heavy sacks, prompted a question: “How did you get here?”
Her response, a heart-wrenching story of struggle, sparked something inside Simon. He was compelled to share her story, hoping that someone, somewhere, would take notice and help. This moment became the catalyst for the birth of Athari Media Support Africa (AMSA), an organization dedicated to amplifying underrepresented voices and driving impactful storytelling across the African continent. “Our organization focuses on storytelling as a tool to advocate for marginalized groups within our societies. We are located in Namugongo – Buto, and currently, we employ a dynamic team of 6, 3 female and 3 Gents who share our vision of impacting society through storytelling,” said Simon.
Simon’s career had already been marked by over a decade of experience in media. He had honed his craft as a show host, news anchor, and journalist. His work had earned him accolades, including awards from the Uganda Conservation Media Awards and Uganda Journalism Awards. But it was his shift from mainstream media to becoming the Executive Director at AMSA that marked the true beginning of his journey as a changemaker.
The turning point in his career came after he stepped away from the comforts of his full-time job, choosing instead to focus on a cause that resonated deeply with him. Reflecting on the moment, Simon shares, “My journey at AMSA started with Matthew 6:33—‘Seek ye first the kingdom of God, and its righteousness, and the rest shall be added unto you.’” This guiding principle became the foundation of his work. What began with a simple story of a woman collecting plastic waste grew into a larger mission to uplift marginalized voices and advocate for systemic change.
As Simon looks back on his journey, one of his most significant milestones is the success of AMSA’s first project, Invisible Climate Activist. This award-winning story not only earned recognition but also highlighted the plight of plastic pickers in Uganda. “Seeing her son going back to school to study welding and fabrication, just like he wished, while we documented her story—that was one of the most fulfilling moments of this journey,” Simon reflects.
His work didn’t stop at storytelling—it spurred real change, influencing national waste management policies and earning the recognition of the Uganda Manufacturers Association for the plastic waste pickers.
Overcoming Challenges and Building a Vision
Yet, as Simon humbly acknowledges, the journey has been anything but easy. One of the most significant challenges he faced was the limited access to funding. “Securing financial support in the early stages was a huge hurdle,” he recalls. But through persistence, building credibility, and forming strategic partnerships with organizations like ACFODE and the Kaleke Kasome Foundation, AMSA has overcome those obstacles. “It’s all about staying true to the mission, finding like-minded allies, and forging ahead with relentless determination.”
In a rapidly evolving media landscape, where digital platforms and AI are reshaping the field, Simon has maintained AMSA’s relevance by embracing technology while staying committed to authentic narratives. “The media landscape has changed, but the core of storytelling remains the same,” he explains. “We listen to our audience, leverage data, and collaborate with organizations that share our vision.” This adaptability has kept AMSA at the forefront of the digital storytelling movement in Africa.
Among AMSA’s most impactful projects is its work to advocate for the recognition of plastic waste pickers. This advocacy has led to policy changes and the creation of a framework by the Uganda Manufacturers Association to officially recognize these workers’ contributions. Simon is equally proud of AMSA’s work around the landslide-prone areas in the Elgon region. Through the project The Landslides!, AMSA played a crucial role in the relocation of over 7,000 people, with financial support from Give Directly and the Office of the Prime Minister. “This is what we strive for,” Simon says. “Tangible change. We use storytelling not just to inform, but to create solutions.”
Looking back on these projects, Simon emphasizes the importance of seeing beyond the surface level of advocacy. “It’s not enough to simply tell the stories; you need to follow through. Real change comes when you stay engaged with the community you’re trying to help. Our work is ongoing, and we will continue to fight for the recognition of the people who are often invisible in society,” he says.
Mentorship, Purpose, and Personal Growth
Despite his busy schedule, Simon remains deeply committed to mentorship and development. He believes that aspiring entrepreneurs should first discover their purpose. “My purpose is clear—to use my God-given gift of storytelling to change lives. And for anyone interested in this field, always keep your ‘why’ in check,” he advises. He stresses the importance of mentorship and continuous learning, “Seek mentorship, be willing to learn from anyone—whether above or below you.”
Simon’s leadership at AMSA also emphasizes personal growth and resilience. “The most challenging moments are the ones that teach you the most. I’ve learned the value of patience and perseverance. You can’t rush the process, but you can be intentional in every step you take,” he shares. This philosophy has helped him lead AMSA through challenges while keeping the organization focused on its core mission.
Building a Hub for Humanitarian Stories
Looking ahead, Simon is particularly excited about a new platform AMSA is developing, aimed at becoming a hub for all humanitarian African stories. This project, he believes, will provide a central space for important narratives to be shared, advocating for issues that impact the continent’s most vulnerable communities. “We see this as a game-changer,” Simon says. “By providing a platform for humanitarian stories, we can not only raise awareness but also create pathways for real solutions.”
Reflecting on his entrepreneurial journey, Simon shares the most significant lesson he’s learned: the power of introspection. “I’ve learned to think deeply about the organization and the team I lead,” he says. “Meditation and self-reflection have become essential parts of my leadership. Your thoughts shape your reality. You create your world through them.”
Through his work, Simon Chris Makanga is not only telling stories—he is changing the narrative of Africa. He remains unwavering in his commitment to elevate underrepresented voices, break down barriers, and advocate for a better, more inclusive future. “It’s about building a legacy of impact,” Simon concludes. “Storytelling is the tool, but the true measure of success is the change we create in people’s lives.”
