The Government of the Republic of Zambia, UNICEF, European Union, Joining Forces Alliance and partners launch Mwana Ni Munthu Campaign in Luapula

Mansa, 24 September 2026 – The Government of the Republic of Zambia, through the Ministry of Community Development and Social Services (MCDSS), with support from UNICEF, the European Union, the Joining Forces Alliance and other partners, launched the Umwana Ni Muntu campaign in Mansa, Luapula Province, as part of ongoing efforts to strengthen child protection systems and bring services closer to communities.

The launch was built on the national launch of the Mwana ni Munthu campaign held in Lusaka on 15 May 2026 and marked continued efforts by the Ministry to roll out the campaign across the ten provinces. Through the provincial launches, the campaign aims to broaden reach, strengthen stakeholder buy-in, and promote community ownership of child protection and welfare services across Zambia.

Highlighting how the campaign translates its messages into practical tools for communities, Director of Social Welfare Mr. Morris Moono said: "I am pleased that the campaign has developed materials that can help turn this message into practical conversations. The comic book on the Children’s Code Act presents children’s rights and protections in a form that young people and families can engage with. Animations and posters address ending child marriage and adolescent pregnancy, safeguarding children, promoting family-based care, preventing violence, and ensuring birth registration."

Speaking at the launch, the Luapula Deputy Provincial Permanent Secretary, Evans Sikabbubba, said the campaign would help mobilize families, communities and partners to prevent violence against children, promote positive parenting and strengthen child protection. “The Umwana Ni Muntu campaign will strengthen efforts to prevent violence against children by addressing harmful social norms, promoting positive parenting and family-based care, and advancing birth registration, child protection and family wellbeing.”

Although Zambia has made notable progress in strengthening its child protection framework through policies such as the Children’s Code Act (2022), the National Child Policy, the National Family and Alternative Care Framework, and the National Strategy to End Child Marriage, the Marriage Amendment Act (2023), significant challenges remain. High rates of gender-based violence and child-family separation continue to affect children and families, driven by poverty, harmful cultural practices, violence against children, and limited access to critical services.

Speaking on behalf of the UNICEF Representative, Dr Saja Abdullah, UNICEF Zambia Chief of Child Protection Emelia Allan emphasized the importance of recognizing every child as a rights-holder deserving of safety, dignity and protection. “The provincial launch of Umwana Muntu in Luapula Province is an important step in taking child protection closer to families and communities. UNICEF’s mandate is to uphold the rights of every child, everywhere, especially the most vulnerable and hardest to reach. This campaign speaks directly to that mandate by affirming that every child is a person with dignity, rights, a voice and a future, “she said.

Guided by the campaign tagline, “It takes a village,” the launch featured active participation from adolescents, children, traditional leaders and faith-based leaders, underscoring the important role of young people and communities in driving change.

About Mwana Ni Munthu
The Mwana Ni Munthu campaign, also translated as Umwana Muntu in Bemba, responds to urgent challenges facing young people in Zambia, including adolescent pregnancy and child marriage.
The campaign has been rolled out in Luapula, Lusaka, Eastern, Northern, Northwestern and Southern provinces through radio public service announcements, community dialogue tools, social media messages, animations, comic book simplifying the Children’s Code Act, and community engagement activities. It leverages and integrates existing health and education programmes to reach children, families, and communities more effectively.

About MCDSS: The Ministry of Community Development and Social Services aims to provide social protection services to the vulnerable to contribute to human development.