In a meeting hall located located in Rubavu district, passionate discussions fill the air as a group of vibrant Youth Ambassadors gather for training conducted by the Rwanda Network of People Living with HIV/RRP+. This is an introduction to the Strategic Brand Ambassador Initiative (SBAI), an approach designed to boost HIV awareness and literacy, on prevention, care, and stigma reduction in Rwanda.
This initiative is intended to empower youth ambassadors as influential voices to inspire action, educate communities, and promote inclusivity for individuals affected by and living with HIV.
Aligned with Rwanda’s national health strategies, SBAI features dedicated youth ambassadors, each championing a core pillar of the HIV response for enhanced visibility and engagement. These pillars fall under the following; HIV Testing brand Ambassador, Consistent Condom Use Ambassador, VL Suppression Ambassador, PrEP & PEP Ambassador, End TB Ambassador, Joyful Serodiscordant Couple Ambassador, U=U Ambassador: “U=U Awareness Advocate, End Stigma Ambassador, Mental Health & HIV Ambassador.
The above brand will be promoted through a campaign that features dedicated youth ambassadors, each individual focused on a critical pillar of the HIV response that include: Promoting early diagnosis and access to care, condom use and safer sexual practices, promoting maintenance of viral load suppression, raising awareness of the intersection between HIV and tuberculosis, educating couples to manage serodiscordant status, Spreading the Undetectable = Untransmutable message, reducing stigma and increasing treatment adherence.
Recognizing the unique ability of youth to influence their peers and foster community engagement, the initiative focuses on equipping them with the skills, knowledge, and confidence needed to inspire change.
Building Knowledge and Confidence among youth
One of the trainees, 27-year-old Rene Manzi, a high school graduate, reflects on his transformation since joining the Youth Ambassador Program. “As young people, it is important to make informed choices. HIV prevention starts with understanding how the virus is transmitted, how to protected ourselves and our loved ones. With these skills, now, I stand to be a voice of change among peers in schools and communities, speaking about prevention, treatment, and reducing stigma.”
Youth Ambassador Rene Manzi
Through such trainings, ambassadors like Manzi learn about HIV transmission, treatment, and the importance of testing. They also undergo leadership and communication training, helping them become relevant and persuasive advocates.
Sparking a Light of Change
The SBAI will encourage the ambassadors to implement peer-to-peer education initiatives in their communities. Like it has been in previous campaigns, with support from local authorities and health providers, and other stakeholders, youth ambassadors will continue to be engaged in school campaigns, social media drives, radio and TV talk shows and public events; delivering tailored messages that resonate with youth.
Josiane Tuyishimire, a joyful serodiscordant couple brand ambassador, shares her experience. “I am excited to have acquired more knowledge about being a brand ambassador. This is a journey that deeply empowers me to encourage discordant couples to have love with no limit. HIV is not just about health but also resilience, understanding and building supportive relationships for positive change.”
The Strategic Brand Ambassador Initiative (SBAI) is intended to amplify public understanding of HIV prevention, treatment, and care through targeted messaging. It will also enable Ambassadors to act as role models, bridging gaps between communities and health service providers and creating safe spaces for conversations about HIV without fear of judgment.
By leveraging the influence of key figures such as the HIV Testing Ambassador, Consistent Condom Use Ambassador, VL Suppression Ambassador, PrEP & PEP Ambassador, End TB Ambassador, Joyful Serodiscordant Couple Ambassador, U=U Awareness Advocate, End Stigma Ambassador, and Mental Health & HIV Ambassador, the initiative aims to significantly increase the number of young people seeking HIV services.
These ambassadors are instrumental in encouraging youth to take proactive steps toward HIV testing, prevention, and treatment adherence, while also addressing critical issues like mental health and stigma. As a result, the SBAI will foster a supportive, informed, and empowered community of young people who actively engage in HIV-related healthcare, ultimately contributing to a stronger, more effective national HIV response.
