“Ni Nyampinga”, a locally produced Rwandan youth brand, aims at inspiring adolescent girls to reach their full potential and enable them to have self belief and make good decisions for themselves in pleasurable, interesting and interactive ways.
“Ni Nyampinga” was launched on November 2, last year, in an event that attracted not only young girls, but also entertainers and journalists from across the country.
The brand consists of a free bi-monthly magazine and a weekly radio show, each designed to deliver all the information a girl needs to make the most of her teenage years, while at the same time giving her greater voice, visibility and value within society.
The launch was organised by Girl Hub, a joint venture between the Nike Foundation and the UK’s Department for International Development.
The event mirrored the G (irls) 20 Summit, which was recently held in Paris and attended by girls from the G20 nations of the world and two girls from Rwanda.
The debate encompassed what it takes to become a “Nyampinga”, (Miss) –; a well rounded girl who dreams big, accomplishes her dreams and unleashes the girl effect: the unique potential of adolescent girls to end poverty among themselves and the world.
Adding energy to the event was pop star Miss Jojo, who participated in the debate.
The magazine covers topics such as Rwandan culture, health, English development and economic empowerment, while also sharing stories and advice from inspirational role models and providing fun ways to share experiences.
The radio programme is produced by Search for Common Ground Rwanda and hosted by a team of Rwandan female journalists, who create shows about the issues that matter most to them and their peers.
“This is the time for girls to not just dream big and plan for their futures but also equip themselves with the tools to make it happen,” Brand Manager for GirlHub’s Rwanda office, Jessica Thornley, explained.
“We believe the magazine and the radio programmes will be great motivators for girls, give girls greater voice, while also having a positive impact on their parents and brothers,” she added.
Allan Karakire, a former member of the Diaspora, noted that the road show was a great experience that gave him an opportunity to visit some parts of the country he had never been before.
“I was approached by people of Girl Hub to document what they were doing and my role was to capture the behind-the-scenes of the birth of “Ni Nyampinga,” Karakire, said.
He recounted that: “…so whether it was filming the first copies of the magazine coming fresh out of the printer, filming the girls in the studio, the actual day of the launch and then eventually going on a road show around the country to promote “Ni Nyampinga”, all of it was an amazing experience!”
“I remember when we did the road show, I would see those girls whenever they would hold the magazine, they would be so happy. And to see them read the magazine, their eyes would light-up because finally there is something that they can read and relate to,” Karakire added.
Apart from filmmaking, Karakire is a radio presenter, famous for his show called “Diaspora Corner” on Radio 10. He is also in the process of writing TV shows.