Campaign is commonly used in social, political, as well as economic contexts. From productrnto idea campaigns calling the target for action are part of our lives these days. Influencingrnand persuading people to increase their understanding and action is gaining consid erablernattention in national as well as international campaigns. Of the many instruments tornachieve such a lofty goal in campaign is communication strategy. This study primarily focused on the assessment of the communication strategy employedrnby a particular campaign - the African Shared Values (ASV) Campaign - which aimed atrnbringing about behavioral change in the habits of Africans towards Africanism. The studyrnattempted to examine the effectiveness of the communication strategy employed by thernASV campaign to influence and persuade Africans "towards an integrated, peaceful, andrnprosperous Africa". To this end, a qualitative research method was used and data wererncollected through document analysis, semi-structured interview, and participantrnobservation. Fenton Communications' Nine Laws of Successful Advocacy Communicationsrn(2009) was primarily used to analyze and di scuss the data collected. As a result of thernanalysis, the study identified that the prime communication strategies were found to bernpublic dialogue assisted by social media and traditional media. Regarding their effecti veness, the analysis brought forth that the communication strategy suffers from lackrnof thorough research, pretesting of messages, aud ience segmentation, budgeting, assigningrnof relevant and appropriate expert, and monitoring and evaluation. The study identified,rntherefore, need for improvement in the areas of research to fin e-tune the strategy andrninform the preproduction and production phase. Additionally, testing was highlyrnrecommended to ascertain the effectiveness of the strategy in relation to the targetrnaudience as segmented logically. Above all, all ocation of adequate budget and deploymentrnof relevant professionals were found to be very crucial for meaningful result-orientedrncommunication in campaign.