Challenge: promote a capacity building project for local radio stations in 7 Sub-Saharian African countries within primary (radio broadcasters) and secondary (radio audience) target groups.
Through in-place observation, it was identified that kanga was an element of non-traditional communication in the region. The colourful garment used throughout the African Great Lakes region features a strip in its edges with a written message. This message is called the jina (literally 'name') of the kanga. Messages are often in the form of riddles or proverbs.
A thematic kanga was designed with the project colors, branding and core elements. The result was that not only the radio staff but the community/audience using the kangas in a myriad of ways: sewing shirts and dresses, as posters in the studio, table cloth, etc