Building bridges through better communication at TAGCO 2025

Every year, the Tanzania Association of Government Communication Officers (TAGCO) meeting grows, not just in numbers, but in purpose. This year, something felt different. Held in Morogoro from April 8 to 12, the 2025 Annual General Meeting carried a new kind of energy. The theme, ‘The Future of Government Communication: Trends, Challenges, and Opportunities,’ wasn’t just words on a banner; it set the tone for real, practical, and future-facing conversations.

From the start, it was clear this wasn’t business as usual. There was a deliberate effort to open up the space, to bring in voices from the private sector, to learn from each other, and to shift from communicating with citizens to communicating with them.

Data that made people sit up

One of the most powerful moments came when we shared findings from #Dira2050, data showing what citizens think about Tanzania’s long-term development plans. The goal wasn’t just to present facts, but to equip communication officers with something useful. Something they could take back to their districts and say, “This is what people are feeling. How do we respond?”

Annastazia Rugaba’s presentation of the data was honest and transparent. You could feel the room shift as officers heard just how wide the gap is between planning and perception. It wasn’t discouraging, it was motivating. There was a collective sense of “we need to do better, and we can.”

As part of our contribution, we shared digital copies of our publications, Sauti za Waandishi and the @10 Compendium, using QR codes. Simple, accessible, and valuable. It wasn’t just about saving paper; it was about ensuring that people had the necessary tools for their work.

What we heard between the sessions

Beyond the formal presentations, people were honest about the challenges they face every day. Some didn’t know the correct national colours they’re expected to use. Others discussed the challenges of working across different government departments. Many shared how outdated journalism training leaves young communicators unprepared for today’s realities.

There was also a strong call for more support in content creation, in telling stories well, using digital tools, and finding ways to connect with the public in a way that feels human, not mechanical. And a critical conversation began about artificial intelligence, not just as a trend, but as something people genuinely want to understand and apply meaningfully in their work.

Twaweza’s role

We’ve been walking with TAGCO for a while now, and we were glad to be recognised for more than just financial support. What we bring, and what we’ve always tried to bring, is knowledge, curiosity, and a belief that communication can be a tool for change, not just control.

Moving forward

Last year, we promised to provide online sessions to strengthen TAGCO’s capacity. We delivered. And the feedback has been overwhelmingly positive. It’s a reminder that small, consistent support can go a long way.

As we continue our work around influencing institutions, TAGCO remains a key partner. They’re part of the story we’re trying to tell, one where the government becomes more responsive, and citizens feel seen and heard.

Government communication is changing. It’s not just about press releases or statements anymore. It’s about listening, connecting, and building trust. And if TAGCO 2025 is any indication, there’s a growing appetite for that kind of shift.

We’re proud to be part of that journey.