ON SATURDAY, the East African Community (EAC) reached another milestone; the signing of the last economic integration phase – the Monetary Union. The occasion could not have come at a better time, having taken place on the back of speculation that the bloc was likely to disintegrate after three of the five partner states appeared to be moving faster than the other two. That all the five leaders have now reaffirmed their commitment to the integration agenda by taking a firm step to usher their countries into an era of common fiscal policies and ultimately single currency over a period of 10 years is a testament that the EAC is on the right path. There are several actors in this integration journey. One of them is the media. Interestingly in the week that EAC Summit took place, regional media owners and managers descended on the host capital, Kampala, to discuss their role in the integration agenda so they can truly serve as the enablers rather than distracters in this exciting project. The media do not only disseminate vital information to the public but also shape public opinion. And, if there is anything that the East Africans need to be educated and sensitised about it is the EAC and the benefits that come with it. The ordinary citizen needs to understand the gist of the EAC motto; One People, One Destiny, and embrace values and practices that reflect that slogan.It is a fact that the people of this region, despite the distortions caused by the colonial borders which in many cases split members of the same families, are naturally united in shared identity, values and aspirations. East Africans have more in common than they differ. It’s a given that there will always be elements who are against such noble causes as uniting a people for a bright future. To counter their flawed narrative, the media need to actively promote the EAC agenda by consistently highlighting the fact that the ordinary East Africans are naturally bound together and that working and aspiring together means they are stronger today and tomorrow. Also, the media need to ask the hard questions and seek accountability whenever leaders are dragging their feet on implementing the decisions agreed upon in quest to further the integration agenda. All media outlets ought to allocate adequate space and airtime to EAC issues and demand that benefits of regional integration trickle down to the ordinary East African.