How JTI’s ARISE initiative in Zambia is moving the needle in the fight against child labor
In Zambia’s tobacco-growing districts of Chipangali and Lumezi, child labor has historically been intertwined with rural livelihoods.
Today, meaningful change is taking shape through ARISE - JTI's comprehensive initiative aimed at eliminating child labor by emphasizing education, socio-economic empowerment, and active community participation.
Education is pivotal in breaking poverty and exploitation cycles. In many communities, children are often expected to help with household or farming duties, which can limit their ability to attend school regularly. Addressing such deeply rooted beliefs is key to our mission of fighting child labor and ARISE has always been driven by a clear message: that children have rights and that traditional values must evolve to recognize them.
To sustain this, uplifting community economies with a For Us, By US (“F.U.B.U.”) philosophy has proven essential – a collaborative approach that is owned, promoted, sustained, and driven by the community is one that has started to change hearts and minds and create real and lasting impact. It’s by listening to real people, including children, face-to-face interactions, and conversations, that we learn our most vital lessons.
Between 2023 and 2024 in Zambia, ARISE has significantly strengthened educational infrastructure:
newly constructed classrooms
desks provided, enhancing learning environments
teachers trained to become advocates against child labor
The WeProsper campaign epitomizes ARISE’s community-driven approach, actively engaging through:
School competitions highlighting child rights and education
Radio broadcasts spreading awareness
Billboard advertising amplifying key messages
Partnerships with Ministries of Education and Labor
Targeted grower and worker roadshows involving Community Child Labor Committees
These activities have garnered significant achievements, including support from national and local governments and traditional leaders, as well as an increased capacity for educators and students to lead advocacy efforts.
Not only that, but more direct involvement of growers and workers in campaign activities has had a snowball effect – a story that has been amplified by broadcasting school competitions on radio and utilizing billboard advertising to reach a wider audience.
The WeProsper school competitions have spotlighted child labor issues effectively, while family and community leader involvement has proved essential in driving community ownership. Yet, there's room for improvement. We’re continuing to enhance targeted interventions to better reach growers and workers, strengthen capacity in additional districts, and increase targeted messaging at water points, markets, schools, and farms to maintain awareness.
ARISE continues its commitment to community-led change by:
Developing phase two of educational materials targeted at school children
Expanding the WeProsper school competitions
Increasing targeted roadshows for growers and workers
Rolling out broader awareness campaigns through diverse community touchpoints
These steps underscore ARISE’s ongoing dedication to eliminating child labor and fostering environments where communities can truly thrive - measured by the transformation of lives and the creation of sustainable, thriving communities.
When our children prosper, we all prosper.
Visit our ARISE website to learn more about our initiatives.