Story, Louvier Kindo Tombe
The atmosphere inside the Information and Communication Unit of Cameroon Customs on Wednesday, May 6, was one of pride, applause and quiet emotion.
Surrounded by collaborators and personnel of the unit he has helped transform over the years, Jean Claude EKOUBE stepped forward to receive the “G2G Courageous Men Prize” — an international humanitarian recognition awarded by the Grass2Grace International Humanitarian Foundation.
For many in attendance, the moment felt bigger than an award ceremony. It was recognition of a communication journey that has gradually changed how Cameroon Customs speaks to the public in a rapidly evolving digital era.
As Chief of the Information and Communication Unit at the Directorate General of Customs, EKOUBE has become one of the most visible faces behind the institution’s modern communication drive, promoting innovation, rapid information sharing, media engagement and a more citizen-oriented communication culture.
At a time when public institutions are increasingly expected to be transparent, responsive and digitally present, observers say his approach has helped project a more accessible and dynamic image of Customs.
Describing the laureate during the ceremony, HRM Thomas A. Fortang of Grass2Grace International Humanitarian Foundation said the distinction was the result of years of impactful work.
“The beneficiary is a man of substance, a corporate communicator par excellence and a man who has changed the face of Customs communication through innovation,” he said.
Under EKOUBE’s communication leadership, Customs communication has increasingly embraced targeted messaging, digital platforms and more direct engagement with citizens, a shift many say has brought the institution closer to its target audience.
But beyond the communication strategies and institutional visibility, those close to him say the recognition also reflects a man driven by service.
Organisers highlighted his humanitarian engagement through the Jean Claude EKOUBE Foundation, which has supported social initiatives impacting vulnerable persons within and beyond Cameroon.
When it was his turn to speak, EKOUBE appeared reflective.
Holding the distinction in his hands, he acknowledged that although he had received recognitions in the past, this particular honour carried special meaning.
“I have received awards before, but I am particularly happy receiving this international award from an international organisation,” he said.
“It shows that what we do is being seen by the entire world and calls on us to continue the good work we are doing.”
In a gesture of humility, he dedicated the award to the Director General of Customs, Fongod Edwin Nuvaga, and the entire customs family.
“I dedicate this award to the Director General of Customs and to the entire customs family whose support and collaboration continue to inspire us,” EKOUBE added.
The “G2G Courageous Men Prize” itself has steadily grown into a nationally recognised distinction.
Now in its sixth season, the award has already reached seven regions of Cameroon, honouring personalities from different sectors including senators, members of parliament, mayors, directors general, lawyers, traditional rulers, entrepreneurs and social activists.
Behind the initiative is the Grass2Grace International Humanitarian Foundation, headed by HRM Thomas A. Fortang, who serves as a Goodwill Ambassador under the UN Collaborative Inter-governmental Scientific Research Institute (CISRI) in Cameroon.
Since its creation in 2012, the organisation has focused much of its work on supporting vulnerable and underprivileged children, especially orphans and internally displaced persons.
According to the foundation, thousands of children have already benefited from its educational support programmes, with plans underway to send up to 1,000 internally displaced children back to school during the next academic year.
About EKOUBE
For those familiar with Jean Claude EKOUBE’s professional journey, Wednesday’s recognition did not come as a surprise.
A jurist by training and communication strategist by practice, he joined the Customs administration in 2006 as a temporary staff member before gradually climbing the ranks to become one of the institution’s leading communication figures.
Over the years, he has spearheaded reforms aimed at strengthening media relations, increasing digital visibility and making Customs communication more proactive and people-focused.
His work has earned him several recognitions in recent years, including distinctions for corporate communication excellence and recognition by media stakeholders as one of the country’s outstanding institutional communicators.
Earlier this year, he was also elevated to the rank of Knight of the National Order of Valour in recognition of his contribution to public service.
Yet beyond the medals and honours, Wednesday’s ceremony appeared to symbolise something larger.
In an age where institutions are increasingly judged by their ability to connect with citizens, Jean Claude EKOUBE’s latest international recognition stands as a reminder that communication, when driven by innovation and purpose, can reshape public trust and redefine the image of an institution.
