Breaking Barriers for Business Success: Hanga Akazi's Champions Campaign Ignites a Ripple Effect of Disability Inclusion in Rwanda's Private Sector.

In the heartbeat of Rwanda's private sector, Feed the Future Rwanda Hanga Akazi (HA) embarked on a groundbreaking mission during its inaugural year, revolutionizing the narrative around disability inclusion. Central to this mission was the ingenious "Multimedia Champions Campaign," an initiative designed not just to raise awareness but to weave a compelling business case of disability inclusion that resonates across Rwanda’s private sector.

At the core of this initiative was the identification and spotlighting of private sector champions already embracing disability inclusive practices. The champions—Aubin Produce International (API), Masaka Creamery, and Stafford Coffee—stood as beacons of inclusive hiring, demonstrating that diversity isn't just a social responsibility but a catalyst for business success.

API, a horticulture and honey processing company, intentionally recruited individuals with disabilities, yielding better quality and consistency in their produce. Masaka Creamery, processing various dairy products, employed 70% of its workforce from the hearing-impaired community, citing consistency and strong commitment as key values. Stafford Coffee, a coffee shop, hired persons with disabilities as waiters and baristas, reporting an increased client base, new markets, and positive marketing outcomes.

Firstly, Hanga Akazi (HA) formulated a campaign strategy by delving into the private sector's dynamics and identifying emulation within the industry as a potent impact lever. Conducting a thorough Strengths, Weaknesses, Opportunities, and Threats (SWOT) analysis, HA crafted a strategic blueprint, emphasizing engagement with major media outlets, social media, and media personalities to amplify the stories of champions to the private sector. This strategic groundwork set the stage for Phase 2 orchestrated by HA. This phase involved development of a mini-documentary and campaign materials that succinctly captured the business case of disability inclusion in the private sector. The pivotal media stakeholder brunch event brought together journalists, private sector partners, and development partners, fostering a collective commitment and buy-in of media stakeholders to into the inclusivity campaign.

Journalists, inspired by the champions' stories, published articles in prominent Rwandan media outlets including The New Times, Igihe.com, Imvaho Nshya, Umuseke, Kigali Today, The New Times(2).

The impact of the Champions Campaign reverberated beyond private sector borders. HA strategically leveraged the International Week of the Deaf (IWD) to sensitize the public, private sector, and development partners on the business case for social inclusion. Samuel Munana, Executive Secretary of RNUD, attested to the effectiveness of HA's approach of raising awareness about disability inclusion, noting its potential for replicability in similar awareness interventions.

“This approach taken by HA has clearly demonstrated how effective it is for the private sector to champion disability awareness and advocacy to its fellow private sector counterparts. I am grateful for the opportunity to participate in some of the events organized because I now have gained some private sector engagement ideas to consider when organizing International Week of the Deaf (IWD) and International Day of Persons with Disabilities awareness events.”

The unexpected positive outcomes were abundant. Media engagement surpassed expectations, featuring over eight articles on leading news outlets. SMEs experienced a profound shift in mindset, inspired by the champions' stories. Stafford Coffee Brewers, one of the champions, reported an increased client base, new markets, and positive marketing outcomes because of showcasing their disability inclusive models. Stafford Rubagumya of Stafford Coffee said,

"Since our participation in the Champions Campaign, and the numerous articles featuring Stafford, we have welcomed an influx of new clients who discovered our story and developed trust in our products. Additionally, other companies have been reaching out to learn more about our inclusive business model, driven by the desire to make a change in their communities but uncertain about how to start."

Case Study: Stafford Coffee Brewers - Champions Campaign Sparks Inclusive Change in Rwanda

In the midst of our daily lives, media subtly molds our perspectives and influences how we perceive the world. Its role extends beyond mere information delivery, serving as a powerful tool to shape societal narratives and attitudes. Maimounah Uwase's experience, working as a deaf barista at Stafford Coffee Brewers, vividly illustrates the constructive impact media can have.

While sharing her journey with a prominent newspaper, Maimounah highlighted the transformative effect media can have in altering perceptions towards disability inclusion. “Although there may be a lot of people who are skeptical towards the idea of hiring persons with disabilities, there are others who recognize our abilities.”

The Champions Campaign aimed at making the private sector companies championing inclusivity, the spotlight. Media coverage, including a documentary aired on television and extensive social media engagement throughout September 2023, brought attention to businesses like Stafford Coffee Brewers, Masaka Creamery, and Aubin Produce International.

The campaign's impact reached beyond the confines of media exposure. Stafford Coffee Brewers, in particular, experienced a surge in clientele, with an influx of customers drawn to their inclusive story. This ripple effect extended to increased team productivity, heightened revenue, and enhanced employee loyalty. Inspired by these success stories, other companies expressed interest in emulating similar initiatives.

The positive reverberations expanded further to the public sector, private sector and civil society organizations, as Stafford Coffee Brewers was invited by the City of Kigali and the NUDOR RWANDA to share its journey during the International Week of the Deaf. Moreover, customers began aligning their preferences with ethical values, choosing to support brands committed to inclusivity.

Capitalizing on the momentum generated by the Champions Campaign, umbrella organizations in the disability space in Rwanda, alongside these pioneering champions, are poised for continued collaboration. This collaboration aims to disseminate best practices, triggering a cascading influence throughout the private sector. Beyond charitable acts, this collective effort seeks to establish a sustainable solution by providing meaningful employment opportunities for persons with disabilities. The case of Stafford Coffee Brewers stands as a testament to the transformative power of media in fostering inclusivity within the workplace and inspiring a broader societal shift.

Hanga Akazi's innovative model of the Champions Campaign isn't just a narrative; it's a catalyst for change. Beyond sensitizing the private sector, it sparks a ripple effect that influences public perception, prompts societal change, and positions inclusivity not just as a responsibility but as a strategic imperative for business success. The champions aren't just leaders; they're trailblazers, shaping a future where inclusivity isn't an exception but the norm. In the heart of Rwanda's private sector, barriers are breaking, and the symphony of change orchestrated by Hanga Akazi resonates far and wide.

Author: Mary Maina MPH, PMP?