Role: Communications Lead & Behavior Change Specialist | Duration: 2024-2025 (Ongoing)
The Challenge
Lake Tanganyika faces critical challenges with unsustainable fishing practices threatening both biodiversity
and livelihoods of fishing communities. The project required engaging traditional leaders and communities
to adopt sustainable fisheries management practices through strategic communications and behavioral science approaches.
Strategic Approach
- Traditional Leadership Engagement: Engaged all 16 village headmen in Lake Tanganyika district and secured support from 2 paramount chiefs (Chief Tafuma & Chief Nsama)
- Multi-Channel Communication: Created comprehensive communication materials including educational brochures, radio scripts, and community theatre plays
- Behavioral Science Framework: Applied evidence-based behavior change frameworks for sustainable fisheries management
- Community Mobilization: Building toward community-led action plans and peer educator networks
- Documentation & Media: Multi-channel approach using traditional media, community engagement, and behavior change frameworks
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Traditional Leaders
Engaged
Community collaborative fishing - Lake Tanganyika communities working together
Key Results
Successfully engaged all 16 village headmen and secured paramount chief support. Created comprehensive
communication materials (brochures, radio scripts, theatre plays). Currently building toward community-led
action plans and peer educator networks for sustainable fisheries management.
Behavioral Science
Community Engagement
Social Marketing
Multimedia Production
Stakeholder Management
Traditional Leadership
Role: Communications & Visual Communications Lead | Project: Fish4ACP Gender-Based Exploitation Prevention
The Challenge
Traditional gender-based exploitation prevention messaging was failing to resonate with fishing communities
around Lake Tanganyika. "Pela Ukupela" (Fish for Sex) practices persisted despite conventional awareness
campaigns. Needed culturally adapted visual framework that could work across diverse literacy levels and gain
buy-in from traditional leadership structures.
Design Approach
- Cultural Grounding: Developed "Two Paths" visual metaphor framework culturally grounded in community values
- Bilingual System: Created bilingual design system (Bemba and English) for maximum reach
- Visual Hierarchy: Designed behavioral change brochures using culturally appropriate imagery
- Literacy Adaptation: Built visual toolkit adaptable for low-literacy and high-literacy audiences
- Stakeholder Feedback: Incorporated feedback from 2 paramount chiefs and 16 village headmen into design iterations
English Version: "Path of Open Secret" vs "Path of Dignity and Community"
Bemba Version: Culturally adapted messaging for local communities
Design Innovation
Created comprehensive visual system that respects cultural values while addressing sensitive gender issues.
Bilingual approach ensures reach across literacy levels. Traditional leadership validation provides community
credibility. Framework designed for replication across other fishing communities in East Africa.
Graphic Design
Behavioral Change Design
Bilingual Design
Cultural Adaptation
Visual Toolkits
Gender Issues
