Photo Credit: Reaching the Unreached Tanzania

Reaching the Unreached Tanzania (RUT) seeks to address mental health stigma by harnessing the power of “Bongo Flava” (meaning “the vibe of the brains”), a popular Tanzanian music genre, to promote open dialogue, provide accurate mental health information, and improve care-seeking behaviours. The project targets youth aged 10-24, particularly out-of-school youth, in Dodoma. Through Bongo Flava songs and music videos addressing mental health themes, RUT aims to challenge misconceptions, normalize conversations about mental health, and encourage help-seeking. The initiative will collaborate with local youth artists, media, medical professionals, and youth volunteers to develop culturally relevant campaigns and organize workshops, concerts, and community events where young people and community members can discuss mental health openly and share their experiences. By providing accurate information and fostering peer support, RUT aims to empower youth to advocate for their mental health and challenge harmful cultural norms.