June 2024 —  ITETERO, a program centered around the growth and development of children, took a significant step forward by transitioning into the digital realm with the launch of itetero.rw on September 20, 2023, through the IoGT platform. This move enabled the program to reach a vast audience of around 400,000 individuals each month, fostering engagement on a whole new level. With Airtel Rwanda offering data-free access to Itetero.rw, the partnership has proven instrumental in expanding the program's reach, particularly to users with low-end mobile devices such as feature phones. By bridging the digital divide and providing on-demand, free-of-charge access to Airtel users, the program has become more inclusive and convenient for a wider audience. 

Originating in 2015 as a collaboration between UNICEF, Rwanda Broadcasting Agency (RBA), and Imbuto Foundation, Itetero resonates with its name which means ‘children’s nurturing space’ in Kinyarwanda. Aligned with the national strategy for transformation, ITETERO plays a crucial role in advancing all Sustainable Development Goals (SDGs) through its focus on nutrition, health, water, sanitation & hygiene (WASH), children's protection, education, and social welfare, offering cognitive and brain-stimulating developmental content. In addition to its digital presence, ITETERO utilizes national broadcast channels such as radio and TV, along with community engagement avenues like Itetero Listener Clubs. These clubs, which mobilize over 200,000 youth and parents monthly across a third of Rwanda's districts, work towards reducing child stunting as a key goal, making a lasting impact on child welfare and development.

ITETERO has made a profound impact on various aspects including systems capacity for child-centered media, a child-friendly pool of talents and communication assets, and its influence on knowledge, attitude, and practices in both development and emergency situations. The country office's unwavering advocacy with partners has significantly contributed to the vertical and horizontal expansion of the initiative. This has resulted in a substantial increase in the frequency of programming by the national broadcaster, with 7 times more airtime compared to its inception, across a diversified range of channels including radio, TV, itetero.rw (digital), and community engagement. With 52 episodes produced annually, the ITETERO repository serves as a key resource for parenting education and child-to-child communication, actively engaging young talents in researching, producing, broadcasting, and community outreach activities. 

Notably, the initiative played a vital role during the COVID-19 lockdowns by continuing children's learning and supporting back-to-school campaigns to ensure a smooth return to education post-reopening. Community assessments have revealed significant positive impacts, with high percentages of respondents reporting improved knowledge of COVID-19 prevention, routine vaccination, and stunting prevention. Through its multifaceted approach, ITETERO is making meaningful contributions to various Sustainable Development Goals indicators, including promoting hygiene practices, supporting children's development, ensuring immunization, combating stigma against children with disabilities, addressing climate change, advocating for social protection rights for children and families, and fostering culture and local language literacy.