Attack problems, not people!
We believe that everybody can be an agent of change. Our soap operas, TV programmes, video games and infotainment promote active bystandership against hate speech and violence.
Impactful work
For over 20 years, Musekeweya (New Dawn) has been more than a radio drama for Rwandans. It has been a beacon of hope, reconciliation, and healing. In the aftermath of the 1994 genocide, Musekeweya became a bridge between divided communities, helping millions to process their trauma and rebuild trust.
How We Work: Psychology, Stories & Social Change
We don’t just raise awareness—we build resistance.
Our work is rooted in psychology: we study what makes people vulnerable to fear-based manipulation. Then we design emotionally engaging, culturally rooted soap operas and campaigns that teach people how to recognize dangerous rhetoric, support one another, and push back—before violence breaks out.
Over the past 20+ years, Radio La Benevolencija has gained deep insights into the psychology of polarisation through its work in conflict prevention and media. By understanding how fear, distrust, and propaganda fuel division, we have developed tools that promote empathy and critical thinking. Today, we apply these lessons across diverse contexts in Africa and Europe, helping people resist manipulation, counter hate speech, and strengthen social cohesion.
Application Across Contexts
“Greetings to all of you, dedicated educators. I am Goreth Uwimbabazi from Nyagatare District. I lost my parents during the genocide against the Tutsi and learned about those who played a role in my family’s killing. These individuals later pleaded guilty, served their sentences, and sought my forgiveness upon returning home from prison. At first, I refused to forgive them. However, a guardian who looked after me encouraged me to listen to Musekeweya. Through Musekeweya lessons, I found the strength to forgive. Today, we live peacefully together, and I owe this transformation to Musekeweya. I am sincerely grateful for the invaluable lessons you continually provide. Thank you for helping me move from darkness into light.”
Goreth Uwimbabazi, Musekeweya listener
Our impact
In over 20 years of work, Radio La Benevolencija has…
🎭 Shifted Social Norms: RLB’s radio dramas reduced prejudice—10% fewer listeners advised marrying within their own group, with increased trust and empathy toward marginalized communities.
🗣️ Empowered Voices: Listeners were more likely to speak up against authority and express disagreement, fostering active citizenship and challenging blind obedience.
🤝 Encouraged Reconciliation: Audiences became more open to hearing other perspectives, attending reconciliation events, and discussing sensitive topics like trauma and the past.
🌍 Regional Adaptability: Expanded to Burundi and DRC, RLB reached 70-90% of target audiences, effectively addressing hate speech and supporting peacebuilding efforts.
📻 Proven Impact: Over ten years, RLB consistently measured behavioral and attitudinal shifts, including reduced scapegoating and greater trust across divides.
🔄 Amplified Through a Multitude of Platforms: The Media for Dialogue program enhanced media pluralism and inter-community cooperation, with spillover effects as participants shared skills and knowledge within their communities.
“My name is Diane Uwimpuhwe from Kamonyi District. Musekeweya has been like a mother to me, especially because of its role in my marriage. The story of Gasore and Shantali's love particularly touched me as I started listening to Musekeweya when their love was deep, and I followed along as they faced many trials. Later, I entered into a relationship that also had numerous challenges, but I never gave up until we eventually got married. I thought the battle was over, but even after marriage, challenges persisted as my in-laws despised me. Despite this, I remained patient, drawing the courage from Gasore and Shantali's bravery. Now, I am a mother of four children, living peacefully with my husband and in-laws, thanks to the inspiration from Gasore and Shantali. Long live Musekeweya!”
Diane Uwimpuhwe, Musekeweya listener
Support resilience against hate
Join us in our mission
The next conflict can always be prevented—if we act early and wisely.
You can help us spread better stories. Train with us. Partner with us. Fund our next platform. Let’s build resilient societies—together.
To get in touch, please fill in the contact form below.