The government’s decision to enlist artistes and other influential figures in the campaign against alcohol and drug abuse is a welcome recognition that this crisis cannot be defeated through law enforcement alone. The initiative brings together government officials, musicians, producers, investors and other stakeholders whose voices can help shape public attitudes and behaviour.

Artistes and influencers, particularly those with large numbers of young followers, wield considerable power. Their music, messages and lifestyles influence how young people see themselves and the choices they make. They must use that influence responsibly by rejecting the glorification of excessive drinking and helping expose the dangers of illicit brews and drug abuse.

But the responsibility cannot be left to public figures. This is a fight that every Rwandan must own.

Local leaders must know what is happening within their communities. Civil society organisations must strengthen prevention, rehabilitation and family-support programmes. The media must consistently expose illegal producers and sellers while educating the public about the health and social consequences of substance abuse.

Parents, teachers, religious leaders and business owners also have a duty to act. Authorities cannot be expected to identify every illegal distillery or drinking den without the cooperation of the people living around them.

For too long, many of us have watched people in trading centres begin drinking questionable brews early in the morning and continue until they can barely stand. We have seen young and able-bodied people lose their productivity, dignity and future. Yet, too often, communities have treated this as an unfortunate but normal part of everyday life.

That indifference must end. Illegal alcohol is not merely a matter of personal choice. It destroys families, fuels violence and crime, undermines productivity and places an avoidable burden on the health system. Where toxic substances are used in production, a single drink can cause permanent disability or death.

Lives have already been lost, and some families will live permanently with the consequences. However, it is not too late to protect many more.

Residents must report those producing and selling dangerous brews. Authorities must act promptly on the information received and ensure that offenders do not return to business after brief interruptions. Licensed operators must also be held to strict production and safety standards.

The war against illicit alcohol and drug abuse will not be won by government directives alone. It will be won in homes, schools, places of worship, entertainment spaces and trading centres—where ordinary people choose to speak out rather than look away.