Today on our Comms Spotlight Series, we feature Israel Bionyi, whose career began with a simple curiosity for storytelling and has grown into shaping narratives that influence how Africa is seen and understood. Working at the intersection of environmental advocacy, sustainability and strategic communications, Israel shares how continuous learning, purposeful storytelling, and a commitment to impact have shaped his journey in communications.
How did your journey in Communications begin? What was your first-ever role in Communications?
My journey in Communications began in secondary school, where I led our journalism club and discovered a deep passion for storytelling. I transitioned from writing school news bulletins to contributing to charity publications like Plan International Magazine and the youth magazine 100% Jeune. These early experiences laid the foundation for my career.
Although I had a strong interest in science, I chose subjects like history, literature, and economics that nurtured my storytelling skills. I later pursued a degree in Communications at the University of Douala, with a minor in Journalism.
In 2012, after witnessing the tragic slaughter of elephants at Bouba Ndjida National Park, I launched The Wink Writes, a blog advocating for wildlife protection in Cameroon. My professional journey began in 2013 at The Standard Tribune, a national bi-weekly newspaper, where I covered climate change and science stories.
In 2014, I became a World Wildlife Fund (WWF) Explorer and interned in Madagascar, collecting stories from remote villages affected by overfishing. This experience introduced me to corporate communications and teamwork.
In 2015, I interned in the Netherlands at the Technical Centre for Agricultural and Rural Cooperation (CTA), documenting climate-smart agricultural practices and working on projects that involved big data and satellite imagery to support African farmers.
While completing these internships, I served pro bono as Senior Editor for the Society of Conservation Biology (2014–2018) and contributed freelance articles to Fairplanet.org. I was awarded a fellowship to the Science Media and Award Summit in 2016.
In December 2016, I joined Orange Group in Douala as a Public Relations professional but resigned after ten months due to the Anglophone crisis, which deeply affected my community.
In 2017, I became Communications Coordinator at the International Land Coalition within the UN International Fund for Agricultural Development in Nairobi. I also enrolled in a distance Master’s programme in Media and Public Relations at the University of Leicester. During my studies, I presented research on foreign telecommunications advertising’s impact on journalism in Cameroon at the University of Neuchâtel.
In 2018, I received the United Nations and Public Foundation Leadership Council Award in New York for using media to advance the Sustainable Development Goals. I earned my Master’s degree in 2019.
In 2020, I joined Internet Society as Communications and Outreach Manager for Africa. I moved to the Forest Stewardship Council (FSC) in 2022 as Communications Manager and was promoted to Senior Regional Communications Manager in 2024.
What does your role as Senior Regional Communications Manager at the FSC entail daily?
My role at FSC has evolved from leading communications in Africa to providing strategic guidance and capacity-building support across teams. I design communications and advocacy strategies that elevate our brand and ensure our messaging remains relevant.
One of the most fulfilling aspects of my work is storytelling. As the “Storyteller-in-Chief” for Africa, I craft narratives that challenge outdated perceptions of the continent and spotlight ingenuity and resilience. Between 2024 and 2025, I curated stories that deserve global attention:
Cameroon: The Art of the Pivot, showcasing how communities adapt to climate and economic shifts while protecting forests.
Namibia: Turning a Thorny Problem into Power, transforming environmental threats into sustainable energy solutions.
South Africa: Inclusive Green Business, highlighting women and smallholders leading responsible forest management.
Congo: The Value of the Forest, demonstrating how sustainably sourced wood supports conservation and ecotourism.
To this end, our goal is clear: to show the world that Africa is not just a place where things happen, but a place where people make things happen.
Environmental advocacy can be uphill work. How do you keep your messaging hopeful yet urgent?
Advocating for the environment can be challenging, but working with an organisation like FSC makes it deeply rewarding. Forests are vital for humans and ecosystems. They purify our air, provide food, beautify our homes, and are our strongest allies in fighting climate change.
To keep our messaging both hopeful and urgent, I connect our cause to everyday struggles and aspirations. Everyone wants a better life, and I tap into that desire to tell stories that resonate, stories that inspire action while emphasising the importance of biodiversity and forest protection.
How have you stayed passionate about your career over the years?
Continuous learning fuels my passion. I’m always seeking new knowledge, and as I grow, so does my enthusiasm for the work. Writing is my sanctuary. I love getting lost in thought and crafting stories that matter. This blend of curiosity and creativity keeps my passion alive and thriving.
Tell us about a time you had to manage a challenging communication issue or stakeholder situation.
As a strategic communications manager, navigating complex stakeholder dynamics is part of the job. One memorable challenge was serving as a liaison to a government minister during a high-level conference. It was my first time in such a role, and I had to maintain professionalism and diplomacy under pressure.
The minister had just come from a tense meeting, and I was tasked with ensuring smooth interactions. I even served as an interpreter when needed. Through careful communication and respectful engagement, we turned a potentially difficult situation into a rewarding experience that strengthened our organisational reputation.
What advice would you give to Comms professionals who want to work in ESG?
Environmental, Social, and Governance (ESG) is about making sustainable choices that protect the planet and uplift communities. To work in ESG, start with your lifestyle: embrace sustainability in your daily decisions. Build knowledge about ESG frameworks and understand how they influence business and policy.
As communicators, our value lies in helping organisations become climate-conscious and socially responsible. By aligning messaging with ESG principles, we contribute to a better world. In today’s digital age, having a strong voice and advocating for ESG across platforms is very essential.
