Developed by girls for all young people, Ni Nyampinga is Rwanda’s first youth brand giving girls the advice and confidence they need to thrive. Although Rwandan girls are valued by their families and communities, their paths to adulthood are often predetermined: she is a daughter in the home of her parents one day; a wife in the home of her husband the next. Meaning ‘beautiful girl inside and out who makes wise decisions’ in Rwanda’s language Kinyarwanda, the purpose of Ni Nyampinga is to give adolescent girls in Rwanda the information and inspiration to fulfil their potential. The multi-platform youth brand is made up of a magazine, radio drama and talk show, a network of clubs and digital platforms, made by girls for girls. Six Rwandan girl journalists create all the content, while four researchers piece together insights on the lives of girls in Rwanda. Four times a year, 30 girl ambassadors distribute the magazine across the country. But Ni Nyampinga speaks to everyone – not just girls – to challenge the perceptions and behaviours that hold girls back. In this way, Ni Nyampinga has sparked a national discussion about what girls can achieve. Ni Nyampinga is truly a nation-wide movement with 8-in-10 of all Rwandans aware of it and half of all people over age 10 having read or listened to it in the past year.