How a simple card game is empowering youth voices

DAR ES SALAAM: IN a world increasingly dominated by fast-moving digital interactions, where conversations are often reduced to short texts and fleeting posts, a quiet but powerful movement is emerging, one that seeks to restore the art of meaningful dialogue among young people across Africa.

At the heart of this movement is Imagine It Africa, a Pan-African youth engagement initiative that is redefining how young people connect, think and express themselves.

Built around a deceptively simple idea, conversation, it is using structured, game-based dialogue to spark reflection, confidence and identity among African youth.

Driving this vision in Tanzania is Ezekiel Dembere, the country’s ambassador for the initiative and a strategic partner to Bright Yu Ltd, the organisation behind the project.

For Dembere, this is more than just a programme, it is a response to a deeper challenge facing young people across the continent.

A trained teacher by profession, Dembere holds a Bachelor of Arts in Geography and Linguistics (English) from the University of Dar es Salaam, alongside two master’s degrees: a Master of Public Administration in Public Policy from Tsinghua University and a Master of Science in Natural Resources Assessment and Management from the University of Dar es Salaam.

His academic journey, spanning Tanzania and China, exposed him to diverse systems of governance, communication and development. Yet one recurring observation stood out.

“Across Africa, many young people are lagging behind, not because they lack ideas, but because they lack conversations that shape thinking and unlock potential,” he explains.

It is this realisation that drew him to Imagine It Africa, a movement founded by Ndapandula Nenghwanya, a Namibian entrepreneur based in Canada.

Through Bright Yu Ltd, she has been building a platform that combines innovation, education and empowerment to create meaningful impact.

While the company operates across multiple sectors, including technology projects such as assistive tools and children’s audio learning content, its African youth empowerment initiatives remain central.

Imagine It Africa stands out as one of its flagship projects. At first glance, the initiative may seem simple… a box of cards. But within that simplicity lies a transformative idea.

Each box contains 40 cards, including 21 structured questions designed to spark discussions around social, political and economic issues. The remaining cards guide gameplay, introducing elements such as rewards, challenges and pauses to keep interactions engaging.

The rules are straightforward. A group of at least three participants selects a card, reads the question aloud and engages in discussion.

There are no right or wrong answers, only perspectives. The group is encouraged to explore ideas collectively, reflect and even agree on what resonates most. Crucially, conversations are meant to be recorded, creating a growing archive of African voices, opinions and lived experiences. “It’s not just about playing a game,” Dembere says.

“It’s about creating a safe space where young people can speak, listen and think critically.”

In a context where many young people feel unheard or disconnected, this approach is proving both refreshing and impactful.

Unlike traditional youth programmes that are confined to formal settings, Imagine It Africa is deliberately designed to exist wherever people naturally gather.

In Tanzania, the initiative is targeting thousands of young people across secondary schools, primary schools and universities, with ambitions to scale to tens of thousands as the movement grows. But its reach extends far beyond educational institutions.

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Salons, community centres, homes and even pubs are part of the strategy, spaces where conversations already happen, but often without structure or intention.

“The idea is to make it part of daily life. Wherever young people meet, that’s where the conversation should begin,” Dembere explains.

This hybrid approach, combining formal education spaces with informal social environments, positions the movement as both accessible and relatable. The response so far has been overwhelmingly positive.

Across Tanzania and other African countries, young people are embracing the concept, drawn by its interactive nature and the freedom it offers.

Many participants report feeling more confident expressing their views, while others appreciate the opportunity to hear perspectives different from their own. Yet, like any emerging initiative, the movement faces challenges.

One notable hurdle is the hesitation among participants to be recorded or share their responses publicly.

While recording is a key component of the vision, intended to build a shared platform of African voices, cultural sensitivities and privacy concerns mean that adoption is gradual.

“There’s still a level of caution. People enjoy the conversations, but sharing them openly is something they are still getting used to,” Dembere admits.

Logistical barriers also persist. Distributing the game across multiple African countries involves high shipping costs, customs delays and accessibility issues, all of which can slow expansion.

Additionally, as a new concept, the initiative requires continuous awareness building and trust. Convincing communities of its value takes time, consistency and engagement. Despite these obstacles, the momentum is unmistakable.

“Every conversation we spark builds the foundation. We are seeing steady growth and that’s what matters,” Dembere says.

At its core, Imagine It Africa is not just about a product, it is about a cultural shift. In many societies, meaningful dialogue has been overshadowed by noise, distraction and at times, division.

The initiative seeks to reverse that trend by reintroducing structured yet open conversations as a tool for connection and understanding. Its long-term vision is ambitious.

Organisers envision classrooms where children use the cards during playtime, families gathering around them to reconnect and communities using them to address reallife challenges in a safe and engaging way.

They also see potential in digital expansion. Plans are underway to develop platforms, possibly including a mobile application, that would allow users from different countries to participate, share responses and learn from one another in real time.

Such a platform could create a continent-wide network of voices, offering insights into how young Africans think, feel and experience life.

For Dembere, the significance of the movement goes beyond numbers or reach. It lies in the transformation of individuals.

“When young people start to express themselves confidently, when they begin to question, reflect and engage, that’s when real change begins,” he says.

In a continent with one of the youngest populations in the world, initiatives like Imagine It Africa carry profound implications.

They offer not just tools for engagement, but pathways for empowerment. By encouraging dialogue, the movement is nurturing critical thinking, fostering empathy and building a sense of identity among participants. Ultimately, it is helping to shape a generation that is not only informed, but also expressive and connected.

As the movement continues to expand, its impact will depend on its ability to adapt, scale and remain relevant to the diverse realities of African youth. But its foundation is strong… a simple idea rooted in a universal truth, that conversation has the power to transform.

From classrooms in Tanzania to communities across Africa and beyond, Imagine It Africa is quietly building a new culture, one question at a time.

And in doing so, it is reminding a generation that their voices matter, their stories count and their ideas can shape the future of the continent.