Project Heshima is an initiative supported by East Africa Breweries Limited (EABL) and implemented by Africa Initiative for Rural Development (AiRD).
The project seeks to address the problem of illicit brews production and consumption among the target population innovatively using enterprise development and behavior change communication approaches. The main objective of Project Heshima is to create opportunities for the Youth through entrepreneurship, vocational skills training and achieve behavior change with respect to responsible drinking.
Addressing the problem of illicit brews calls for understanding of the causes and embracing innovative approaches – The Project Heshima approach
Employing the innovative integrated approaches has enabled Project Heshima to achieve the following results:
The pilot phase of the project was a success. Moving forward, the project will seek to empower more youth across the 10 counties. The immediate plan is to reach out to an additional 1,500 youth and women in the next 12 months; December 2019 to November 2020. In the long run, the project desires to set up centers of excellence in skills development across the counties and train over 10,000 youth by 2025.
AiRD employs a market-driven, sustainable social enterprise model for supporting rural projects and enterprises.
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