Before Sober Gen began appearing on campaign banners and shirts across Rwanda, authorities had already spent years pushing messages against excessive drinking, drugs and illicit alcohol, particularly among young people.
One of the earlier initiatives was TunyweLess, which the Ministry of Health introduced after a national survey showed that alcohol consumption had increased from 41% in 2013 to 48% in 2022. The campaign encouraged people to stop drinking or reduce their alcohol intake and warned about health problems associated with excessive consumption.
The campaign against harmful drinking later focused more closely on illicit and substandard alcoholic beverages.
In July 2026, Rwanda National Police launched “SI ZO ZAWE, ZANGE”. targeting alcoholic drinks produced or mixed with harmful substances. Police said the campaign complemented TunyweLess but placed greater attention on unsafe beverages associated with illness, blindness and death.
By late August, another message, Hehe n’Icyuma, had also become prominent in activities against illicit alcohol, vapes, drugs and other harmful behaviour. During a nationwide Special Umuganda, young people were urged to reject illicit drinks and become agents of positive change in their communities.
Those messages later appeared together. Campaign material used during youth activities carried #SoberGen, #TunyweLess and #HeheNicyuma, connecting the sobriety message with campaigns that were already addressing alcohol and drug abuse.
Sober Gen then placed young people more directly at the centre of the message. Beyond avoiding drugs and harmful alcohol, the initiative promoted healthy living, responsibility, work and positive use of young people’s time.
The campaign gained wider national attention on September 19, when a Youth Special Umuganda was held across the country in support of Sober Gen.
In Ruhango District, where the programme was launched at national level, Youth and Arts Minister Abdallah Utumatwishima joined young people in community work and called for anti-drug clubs to be established across the country. Activities also included discussions on alcohol use among young people and its consequences.
Similar activities were held in Kigali, Karongi, Ngoma, Ngororero, Burera and other parts of the country, bringing together young people, government officials, local leaders, artists and content creators.
In Karongi, Health Minister Dr Sabin Nsanzimana joined residents alongside Inspector General of Police CG Felix Namuhoranye, Permanent Secretary in the Ministry of Gender and Family Promotion Mireille Batamuliza and Western Province Governor Jean Bosco Ntibitura.
Young people were encouraged to stay away from drugs, illicit alcohol and other behaviour that could undermine their health and dignity.
Namuhoranye said the Hehe n’Icyuma campaign had contributed to a reduction in crime and commended young people who had stopped using drugs and illicit alcoholic drinks.
In Kigali, Minister of State for ICT and Innovation Yves Iradukunda urged young people not to allow Sober Gen to remain only a campaign message.
“Let this Sober Generation initiative not be just a campaign slogan. Let it become a culture among our youth,” Iradukunda said.
He also encouraged young people to use technology to acquire knowledge, exchange ideas and look for opportunities, while warning that drug abuse could reduce their ability to work and participate productively in society.
Artists and content creators also took part in spreading the Sober Gen message. Actress and producer Clenia Dusenge spoke about avoiding drugs and illicit alcohol and using available opportunities productively, while choreographer Titi Brown encouraged artists and social media users to help carry anti-drug and alcohol messages to young audiences.
Elie GATETE
RADIOTV10