Local musician FredMw mobilises communities for Amai Titukuke project in Mzimba

Local musician FredMw has launched a social mobilisation campaign in Mzimba District to educate rural communities about the Social Protection for Gender Empowerment and Resilience (SP-GEAR) programme, popularly known as Amai Titukuke.

Together with other performers, FredMw kicked off the campaign at Euthini and Eswazini trading centres, where communities gathered for awareness activities aimed at promoting economic empowerment and resilience among vulnerable households.

Speaking in an interview, FredMw said he was excited to partner with UNICEF, the Government of Malawi and Elephant Media Productions — the media agency leading the mobilisation campaign — to sensitise communities on the proper use of social cash transfers.

“I am excited to partner UNICEF and the government through Elephant Media Productions to educate communities on economic empowerment and resilience for vulnerable people, especially women and children who follow my music. This is beyond entertainment because I am contributing to the transformation of communities for a prosperous Malawi,” said FredMw.

The Amai Titukuke project uses a “cash-plus” approach, combining social cash transfers with business and financial training to help beneficiaries become self-reliant and economically stable.

Mzimba District Council Information Officer Joel Phiri praised UNICEF and its partners for the programme, saying it is already transforming lives in the district.

“The lives of vulnerable people, especially women, are changing for the better. Mzimba District has registered tremendous progress, with many households moving from poverty towards self-reliance,” said Phiri.

During Tuesday’s mobilisation activities, Phiri encouraged beneficiaries to invest the social cash transfers in income-generating activities to maximise long-term benefits.

The social mobilisation campaign is being implemented by Mzimba District Council in partnership with UNICEF, with financial support from the European Union (EU) and the Government of Ireland.

The initiative aims to empower communities to fight economic Gender-Based Violence (GBV), improve nutrition, and promote economic independence among beneficiaries of the Amai Titukuke project.