After being challenged to create a name and a concept for Tigo’s new product for the youth, we came up with ‘Jama’. “Ujamaa” means ‘familyhood’ in Swahili. In Rwanda, young people call their fellows ‘jama’ to mark the closeness and depth of their friendship. We created a new character (Jama) from scratch in order to communicate the product on social media and print. Like fellow young people, Jama is modern, mischievous and fun loving. He speaks their languages and shares their dreams.