Rwandans living in London, United Kingdom, together with Rwanda’s Ambassador to the UK, Johnston Busingye, have joined the ‘Sober Gen’ campaign, supporting efforts to combat substandard alcoholic beverages commonly known as ‘ibyuma’ and promote healthy living.
The activity took place on October 4, 2026, as part of an ongoing campaign in Rwanda aimed at combating drug abuse and substandard alcoholic beverages while encouraging people to avoid excessive alcohol consumption.
In a message posted on X, the Embassy of Rwanda in the UK said Ambassador Busingye joined Rwandans living in London in spreading the ‘Sober Gen’ message beyond Rwanda’s borders. The Embassy said: “The message goes beyond borders: choose sobriety, be an example to others, and play your part in building a healthy generation. Change starts with us!”
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Sober Gen Campaign Expands Beyond Rwanda
The campaign in the UK follows various activities that have recently brought together leaders, citizens and public figures in Rwanda to encourage everyone to play a role in combating substandard alcoholic beverages.
On September 27, 2026, a mass sports activity was held in Gakenke District, attended by Minister of Sports Nelly Mukazayire, Northern Province Governor Maurice Mugabowagahunde and other leaders alongside local residents. Minister Mukazayire said the campaign aims to empower young people to make sound decisions and prepare for their future.
She said: “When we talk about not drinking alcohol, we are not simply promoting a slogan. We are talking about young people with sound minds who think clearly, make good choices and have a clear direction for their future. Therefore, continuing to consume ‘ibyuma’ undermines their mental capacity and ability to contribute to building our country.”
She also explained that substandard alcoholic beverages affect both young and older people, including disrupting children’s education and contributing to conflicts within families.
Leaders Call for Action Against ‘Ibyuma’
A similar message was delivered in Musanze District on September 26, 2026, when Rwanda Investigation Bureau (RIB) spokesperson Dr. Murangira B. Thierry called on residents to play an active role in combating these alcoholic beverages. Minister of Gender and Family Promotion Consolée Uwimana also commended the contribution of ‘Sober Generation’ to efforts to combat substandard alcoholic beverages.
she said: “We commend Sober Generation for committing to support the Government’s campaign to eliminate substandard alcoholic beverages because without families, there can be no country, and without families, there can be no development.” Minister of Health Dr. Sabin Nsanzimana recently revealed that before the campaign to eliminate ‘ibyuma’ began, Rwanda had an estimated 20 million litres of these beverages.
