The Rwandan government has launched a nationwide initiative to promote sobriety and responsible behaviour among young people, in partnership with social media influencers and content creators. The Sober Generation campaign, which began several months ago, aims to encourage young people to reject drugs and harmful alcohol use, and instead focus on their health, dignity, and contribution to national development. On September 19, Minister of State at the Ministry of ICT and Innovation Yves Iradukunda joined residents in Nyarugenge district for a community work activity, umuganda, where he emphasized the importance of responsible behaviour among young people.
Minister Iradukunda told young people that their choices would shape the country's future, and that the issue of drugs, particularly illicit alcohol and vape products, was affecting the direction of Rwanda. He urged young people to seek work, including small-scale economic activities, as part of their contribution to national development, and emphasized that no job is too small as long as it is done well and helps to build the country. The minister's message was reinforced by actress and producer Clenia Dusenge, who said that young people do not need to hold large amounts of money to contribute to national development, but can use their social media platforms, strength, and community work to make a positive impact.
Clenia Dusenge, one of the public figures supporting the initiative, said that the special umuganda was designed to bring the campaign closer to young people while encouraging them to embrace hard work, self-respect, patriotism, and other vital life values. She argued that sobriety is directly connected to economic opportunity, as drug and alcohol abuse can undermine a young person's ability to work and fulfil responsibilities. Dusenge also challenged young people to examine how they use social media, saying that technology should be used to find knowledge, employment, and constructive networks rather than simply pursuing views and entertainment.
The message travelled beyond Kigali on Saturday, with young people and leaders taking the campaign into community activities in different parts of the country. In Kibungo town, Ngoma district in the Eastern Province, leaders and various celebrities joined young people in a similar activity combining sanitation activities with messages against drug abuse and in favour of positive behaviour. The activity sought to connect the campaign with the everyday responsibilities of young people, including keeping communities clean and contributing to a safer society.
Health Minister Dr. Sabin Nsanzimana, joined the IGP, CG Felix Namuhoranye, the PS at the Ministry of Gender and Family Promotion, Mireille Batamuliza, and Provincial Governor Jean Bosco Ntibitura in a special community activity in Rubengera sector. Nsanzimana urged young people to say no to drugs and alcoholism, live healthy lives and uphold their dignity, and use their strength to build a better future. The gathering combined community work with music, dancing, and messages encouraging young people to reject drugs, illicit alcohol, and other behaviours that undermine their dignity.
In Burera District, Northern Province, young people gathered in Mubuga Cell, Butaro Sector, for the same exercise focused on clearing waterways and preparing communities for the rainy season. Alongside drainage and preparedness work, participants were similarly encouraged to reject drugs and take part in activities that improve community well-being. Minister of State for Sports Ngarambe Rwego urged young people to avoid drugs and use their intelligence and energy in activities that contribute to their development, saying that drugs destroy a person's ability to think clearly and make them do things that harm themselves and those around them.
The activities across the country showed the Sober Generation message being carried beyond a single campaign event and into community spaces where young people work, socialize, and make everyday choices. The initiative seeks to turn sobriety and responsible behaviour into part of a wider youth culture that links staying away from drugs and harmful alcohol use with work, health, dignity, and practical participation in Rwanda's development. Over the past few months, the Sober Generation campaign has gained traction with a constant call for young people to link personal responsibility with practical work in their communities.
Key points
- The Rwandan government has partnered with social media influencers and content creators to promote the Sober Generation campaign.
- The campaign aims to encourage young people to reject drugs and harmful alcohol use, and instead focus on their health, dignity, and contribution to national development.
- The initiative seeks to turn sobriety and responsible behaviour into part of a wider youth culture that links staying away from drugs and harmful alcohol use with work, health, dignity, and practical participation in Rwanda's development.
