A new initiative aimed at empowering youth and addressing rising social challenges in Mandera has been launched under the banner of the Boresha Vijana Behaviour Change Campaign (BCC).
The campaign, dubbed “Boresha Vijana”, seeks to counter the growing threats of irregular migration, drug abuse, and online radicalisation that continue to affect young people across the Mandera borderlands of Kenya, Somalia, and Ethiopia.
The launch event brought together the Mandera County Government’s Ministry of Gender, Youth and Social Services, alongside religious leaders, County Assembly members, education stakeholders, and community representatives.
The initiative is funded by the Delegation of the European Union to Kenya, co-funded by Denmark in Kenya, and implemented through Mandera Women for Peace and Development (MWFPD).
Over the next three months, the campaign will adopt a behaviour change communication approach to inspire positive transformation among young people.
Through creativity, local storytelling, and youth-driven resilience narratives, the initiative aims to shift harmful norms and encourage youth to embrace local opportunities that promote peace, dignity, and prosperity.
The campaign will engage young audiences through murals, billboards, digital platforms, and school peace clubs, while youth-led podcasts, docu-series, and digital storytelling will champion messages against drug misuse, irregular migration, and radicalisation.
It will also promote entrepreneurship, TVET training, and financial inclusion, offering youth pathways to economic independence and stability.
A key focus of Boresha Vijana is to amplify young women’s leadership, celebrating local success stories that highlight resilience, innovation, and community impact.
By rallying Mandera’s youth as active participants rather than passive recipients, the campaign seeks to build a generation that is confident, informed, and empowered to shape a more peaceful and prosperous future for their communities.