Design & Innovation Manager, Rwanda
As Lead Designer, I was tasked with ensuring Ni Nyampinga achieved national scale, reaching every girl in Rwanda, including the most remote regions, through a cohesive and accessible brand experience.
Ni Nyampinga needed to reach every girl and every region of Rwanda, no matter how remote.
Brand Ambassadors
Together with a small, dedicated team, we nurtured a network of 30 Ni Nyampinga Brand Ambassadors from every district in Rwanda, empowering them to bring the brand to life at key events. They shared over 100,000 magazines each quarter, reaching more than 4,000 schools and communities nationwide. By partnering closely with local development practitioners and the government, we ensured our Ambassadors were safe while maximizing the impact of every story, lesson, and connection we delivered to girls across the country.
…distributed more than 100,000 magazine copies each quarter, reaching over 4,000 schools and community locations across Rwanda.
Mobile
In 2014, we saw that girls’ access to mobile phones in Rwanda was growing rapidly, and we wanted Ni Nyampinga to be at the cutting edge of this digital revolution. We experimented with a mix of low- and high-tech solutions—SMS, USSD, IVR, and mobile web—learning from both spectacular failures and big successes.
By 2019, Ni Nyampinga’s growing digital presence reached half of digitally connected girls in Rwanda, extending the brand’s impact far beyond traditional channels.
Clubs
Ni Nyampinga Clubs weren’t part of our original plan, but girls began forming them spontaneously as they engaged with the brand. Over six months, I collaborated closely with a team of researchers to locate, document, and understand these self-starting clubs across Rwanda. We discovered more than 10,000 clubs, and our research directly informed the development of club curricula, tools, and a strategic shift in the organization’s approach—recognizing the vital role of safe spaces in driving social and behavioral change for girls.