#VraiMobali: Redefining Masculinity in the DRC

A Campaign for Change, Led from the Ground Up

What does it mean to be a ‘real man’? In the DRC, we asked that question out loud — and started a conversation that challenged stereotypes, sparked reflection, and inspired action.”

At RNW Media, I had the privilege of leading the #VraiMobali campaign — a bold, multi-platform initiative aimed at promoting positive masculinity and breaking down harmful gender norms in the Democratic Republic of Congo.

The Challenge

In a context where traditional ideas of masculinity often reinforce inequality, we set out to create a campaign that was local, authentic, and brave. The campaign needed to resonate with communities while encouraging critical thinking, empathy, and change.

The Approach

The campaign was designed as a two-month hybrid activation — online and offline, driven by storytelling and community engagement through Habari, our regional digital platform for youth-led advocacy.

Here’s how we made it happen:

1. Listening First: We started by conducting a needs assessment — diving into local perspectives on masculinity and gender. These insights became the backbone of our strategy, ensuring everything we created was grounded in real context.

2. Building Capacity: I developed a step-by-step campaign training toolkit: “How to Campaign for Social Change” — tailored to equip local teams with the know-how to lead campaigns that inspire and mobilize.

3. Co-Creating with Communities: We co-designed the campaign with local partners, building a plan that reflected the voices and realities on the ground. The result: a campaign that felt both familiar and transformative.

4. Delivering Practical Training: I led the “Media Campaigns for Social Change” training, giving teams hands-on tools to plan, produce, and measure campaign efforts — all rooted in real-world impact.

5. Scaling the Impact: Due to the success of the training, we rolled it out more widely across RNW Media, creating a shared foundation for future campaigns across regions.

The Results

• Widespread Reach: The campaign sparked national conversation — reaching millions and generating thousands of interactions online.

• International Recognition: Our work was featured by France24, bringing attention to our innovative approach to shifting social norms.

• Stronger, Empowered Teams: Local content creators gained the confidence and skills to continue shaping narratives and producing work that resonated with their communities.

What Made It Special

This wasn’t just a campaign — it was a movement, a learning experience, and a reminder of what happens when strategy meets local insight and shared purpose.

#VraiMobali showed me how powerful it is to create space for honest conversations — and how much change can happen when people feel seen, supported, and heard.