Alcohol consumption among young people has become an issue of growing concern in Rwanda, with government institutions increasingly calling on the youth to reconsider their drinking habits and embrace healthier lifestyles.
In recent months, the message has become more visible through public awareness campaigns, community activities and discussions involving government officials, artists and other public figures. The concern is not only about the amount of alcohol young people consume, but also how drinking can affect their health, ambitions, relationships and ability to contribute to society.
One of the initiatives supporting this message is Sober Gen, short for Sober Generation. The initiative encourages young people to make sobriety part of their lifestyle rather than treating it as a temporary campaign. It promotes staying away from drugs and harmful alcohol consumption while encouraging young people to focus on personal development, work and community participation.
On September 19, 2026, young people across the country participated in a special Umuganda organised in support of the initiative. The activities brought together young people, government officials, artists and content creators, who used the occasion to encourage healthier choices and responsible behaviour.
Minister of State at the Ministry of ICT and Innovation, Yves Iradukunda, challenged young people to ensure that Sober Gen becomes more than a campaign slogan, encouraging them to make it part of their culture.
This initiative comes alongside other government efforts, including TunyweLess, a Ministry of Health campaign that encourages people to stop drinking or reduce their alcohol consumption.
The concern is supported by national health figures. According to the Rwanda Biomedical Centre’s 2022 national survey on non-communicable disease risk factors, alcohol consumption increased from 41 per cent in 2013 to 48 per cent in 2022 among the surveyed population aged 18 to 69.
Authorities have also raised concerns about dangerous alcoholic beverages. In July 2026, Rwanda National Police introduced the ‘SI ZO ZAWE, ZANGE’ campaign to discourage the production and consumption of alcoholic drinks mixed with harmful substances. The Ministry of Health reported that 44 people died between January and June 2026 after consuming beverages adulterated with toxic substances.
Beyond the health risks, excessive drinking can affect young people’s ability to concentrate, maintain employment, manage responsibilities and pursue their personal goals. It can also contribute to family disagreements, violence and financial difficulties.
However, encouraging young people to stay away from alcohol requires more than public messages. Families, schools, communities and entertainment spaces all have a role to play in promoting environments where young people can enjoy themselves without feeling that drinking is necessary to fit in.
Young people also need alternatives, including sports, creative activities, employment opportunities, social gatherings and other spaces where they can connect and have fun without relying on alcohol.
As Rwanda continues to strengthen these initiatives, an important question remains: can sobriety become a normal part of youth culture rather than something young people are only reminded of during public campaigns?
Ultimately, the conversation is about helping young people protect their health, make responsible choices and give themselves the opportunity to achieve the ambitions they have for their future.
Brenna AKARABO
RADIOTV10