Global Citizen Move Afrika 2026
In March 2026, Move Afrika returned to Kigali for its third consecutive year with Grammy® winner Doja Cat headlining a sold-out BK Arena. TORI was commissioned by BK Arena to handle the end-to-end content strategy, capturing the evolution of the tour’s mission: celebrating Africa’s creative economy and advocating for healthcare equity.
The third year of Move Afrika in Kigali represented the ultimate "proof of concept." The transition to a 100% local vendor model proved that Rwanda’s technical infrastructure and human talent are now at a global-tour standard. For TORI, the insight was to highlight this "invisible" achievement—framing Doja Cat’s performance not just as a concert, but as a result of thousands of local jobs and a matured creative ecosystem. We aimed to show that BK Arena is the premier anchor for this continental movement.
Our strategy focused on a multi-layered narrative: the global star, the local professional, and the advocacy mission.
- Content Strategy & Promo: We developed the pre-event digital roadmap, producing high-energy promotional content that emphasized the event’s "sold-out" status and cultural weight
- Cinematic Highlights: Our event-day coverage balanced Doja Cat’s high-fashion, high-energy stage presence with the vibrant, unified energy of the Kigali crowd.
- Real-Time Narrative: Using IG stories, we maintained a 24-hour cycle of engagement, capturing the excitement from soundcheck to the final curtain call, ensuring the "Move Afrika" message of health advocacy reached a digital-native audience.
By documenting Move Afrika 2026, TORI helped solidify Kigali’s reputation as the permanent home of the tour.
- Infrastructure Validation: The content served as visual proof that BK Arena can host world-tour-level artists using exclusively local vendors and equipment.
- Advocacy Reach: Our storytelling amplified Global Citizen’s message on primary healthcare and reproductive rights, turning a musical event into a measurable advocacy campaign.
- Creative Jobs: By highlighting the 3,000+ jobs created by the initiative, TORI’s work provided the data and the imagery needed to justify continued global investment in Rwanda’s creative industries.
