National Awareness Campaign
Our Campaigns
NATIONAL AWARENESS CAMPAIGN
"Respect Starts With Me"
"Safe and Sound Rwanda"
— A National Conversation on Consent, Respect and Safe Communities
— Building a culture of respect through dialogue, art and community action.
CAMPAIGN VISION
To create a Rwanda where young people, families and communities understand consent, respect boundaries, challenge harmful norms, and actively contribute to preventing violence and abuse.
CAMPAIGN OBJECTIVES
Awareness
Increase understanding of:
- Consent
- Respect
- Healthy relationships
- Digital citizenship
- Online violence
- Gender-based violence
- Positive masculinity
- Community responsibility
Dialogue
Create safe spaces for communities to discuss difficult issues openly.
Youth Leadership
Equip young leaders to become ambassadors of respect and prevention.
Community Mobilization
Engage local government, artists, media, schools and civil society in sustained action.
The Big Idea
The campaign should not feel like people are being lectured about violence.
It should feel like Rwanda is having a nationwide conversation about what kind of society it wants to become.
UNMUTE's role then becomes not simply raising awareness, but creating a living platform where art, media, youth leadership, and community dialogue work together to build a culture of respect.
CAMPAIGN STRUCTURE
The 8 pillars
UNMUTE COMMUNITY AMBASSADORS
"Youth Voices for Respect"
Train young people across districts.
Each ambassador receives training in:
— Consent education
— Communication skills
— Public speaking
— Community facilitation
— Radio hosting
— Storytelling
— Conflict resolution
— Referral pathways
COMMUNITY RADIO PROGRAM
"The Conversation"
A youth-led radio programme produced with local community radios.
— Weekly
— 60 minutes
— Hosted by trained youth ambassadors
— Language: Kinyarwanda
SAFE & SOUND ROADSHOWS
"The Village Conversation"
A travelling cultural caravan moving district to district.
Instead of a traditional awareness event, create an engaging cultural experience.
Components:
— Music Performances
— Theatre
— Poetry
— Dance
— Interactive Games
— Open Mic
COMMUNITY DIALOGUE CIRCLES
The roadshow should not only entertain.
After every performance, facilitated conversations with:
— Youth
— Parents
— Religious leaders
— Teachers
— Community leaders
— Men and boys
LOCAL GOVERNMENT PARTNERSHIP
Mobilization / Venue support / Community outreach / Legitimacy / Follow-up activities / Referral pathways
Work through:
— Districts
— Sectors
— Cells
— Youth Councils
— National Youth Council structures
— Gender officers
— Community policing committees
ART FOR CHANGE
Artists become campaign ambassadors.
Not celebrities speaking at people.
Artists facilitating conversations.
Creative Outputs:
— Music (Original campaign songs)
— Poetry (Community poetry competitions)
— Murals (Public art addressing respect and dignity)
— Photography (Youth photo stories)
— Short Films (Stories from different districts)
DIGITAL CAMPAIGN
Linked to the radio and roadshows.
Content Types:
— Short videos
— Artist testimonies
— Community stories
— Youth ambassador diaries
— Myth versus reality content
— Interactive polls
Suggested Hashtags:
#UnmuteRwanda
#RespectStartsWithMe
#SafeAndSoundRW
#IjwiRyanjye
#UmutekanoN'Icyubahiro
Safer Nightlife & Cultural Spaces
Supporting bars, cultural venues and event organisers in creating safer, more inclusive and responsible environments for everyone.
Working with:
— Bartenders and venue staff
— Event organisers and promoters
— Venue owners and managers
Through:
— Development of Safe Zone protocols
— Design and implementation of Safe Space policies
— Professional staff training and capacity building
— Public awareness on Gender-Based Violence (GBV)
— Harassment prevention and response mechanisms