For 10 years, Ni Nyampinga - Rwanda’s first youth brand - has helped an entire generation of girls to make choices and be confident.
Meaning "beautiful girl inside and out who makes wise decisions" in Rwanda’s language Kinyarwanda, Ni Nyampinga’s content arms girls with information and inspiration - connecting with them through magazines, radio drama, chat shows, digital channels, and club networks.
Deborah, 14, RwandaOne day I saw in Ni Nyampinga a Rwandan girl who became a pilot! At that moment I realized that my dream can come true.
Josephine, 23, RwandaThe most significant change from reading Ni Nyampinga is that I became bold and confident.
Developed by young women for all young people, our Ni Nyampinga journalists reach 4.5 million people - including 680,000 girls aged 10-19 - with content that helps girls make choices about their health, learning, and livelihoods.
But Ni Nyampinga speaks to everyone – not just girls but boys, parents, teachers, community leaders – to challenge the perceptions and behaviours that hold girls back and redefine expectations about what it means to be a girl. Truly a nation-wide movement, 80% of Rwandans are now aware of Ni Nyampinga.
Written by young women, it showcases role models, advice, and inspirational stories.
Our Ni Nyampinga journalists share stories and facts, while our agony aunt answers young people’s questions.
Uses storytelling and role modelling to explore sensitive topics like sexual health and domestic violence.
Channelling uplifting messages to support the themes in our radio drama in a memorable way.
Tapping into Rwanda’s growing digital audience through social media, interactive audio content and an SMS service.
Confidence
Ni Nyampinga consumers are more likely to have high self-confidence and belief in their own potential than non-consumers.
Engagement
submitted by young people to our agony aunt so far.
Awareness
of cervical cancer and the HPV vaccine among young people who consume Ni Nyampinga.
(Audience survey, 2019)
Breaking down negative attitudes and behaviours that prevent girls accessing life-saving vaccines
Learn more about Gavi
Supporting girls during Covid-19 to keep them safe, healthy, and learning
Learn more about Mastercard Foundation