EU–Rwanda partnership highlighted through youth-focused ‘Hamwe Natwe’ campaign

Since 2023, Landell Mills has been implementing the EU‑funded Strategic Communication and Public Diplomacy contract for the Delegation of the European Union to Rwanda. The programme aims to strengthen public understanding of the EU’s work in Rwanda and showcase the impact of the EU‑Rwanda partnership on the country’s development.

As part of this contract, Landell Mills designed and launched the Hamwe Natwe (Together with Us) campaign, a nationwide initiative championing youth ambition, entrepreneurship and job creation. Rooted in the EU’s Global Gateway strategy, the campaign promotes smart, clean and secure investments across sectors including digital, energy and transport, while also supporting advancements in health, education, culture and research.

A major milestone for the campaign took place in February 2026, when Landell Mills supported a collaboration between the EU and the Rwanda Cycling Federation that saw the EU become an official sponsor of the Tour du Rwanda, the country’s premier international cycling event.

EU Ambassador to Rwanda, Belén Calvo Uyarra, attended the opening ceremony of the Tour du Rwanda, where she delivered remarks highlighting the long‑standing partnership between the EU and Rwanda. She underscored the EU’s commitment to empowering young people and supporting Rwanda’s continued economic transformation. Through partnerships with institutions such as the Rwanda Development Board, the EU actively supports investment, trade, culture and innovation across the country.

Landell Mills remains proud to support the EU in strengthening its visibility and highlighting the positive, long‑term impact of the EU‑Rwanda partnership.