A scholarship did more than help Guy Iradukunda earn a university degree. It became the foundation for a professional career in marketing and communications, enabled him to support his family, and empowered him to launch initiatives that now create opportunities for other young people.
Today, Guy works at Royal FM as a marketing and communications specialist, where he supports companies in developing advertising strategies, selecting communication channels, and engaging their target audiences.
In his role, he is involved in campaign development, partnership management, and helping brands increase visibility across radio, digital, and other media platforms.
“I enjoy developing advertising strategies and advising companies on the best communication channels to use,” he says.
Alongside his professional career, Guy is also building a personal venture, a footwear business that produces shoes made from recycled car tyres. The company currently employs three people.
For him, these milestones represent more than professional growth. They reflect the long-term impact of an opportunity that arrived at a turning point in his life.
A turning point that began with uncertainty
Before stepping into higher education, Guy’s priorities were centered on survival and income.
After moving from a refugee camp to Kigali, he focused on finding work that could support both himself and his family. University was not part of his immediate plans.
“My main concern was finding work and earning enough money to support my family. Returning to school was not part of my plans,” he recalls.
That perspective began to shift when a friend introduced him to a scholarship opportunity.
At first, he admits, the concept itself was unfamiliar.
“At first, I did not fully understand what a scholarship was,” he says. “I was hesitant because I thought going back to school would stop me from earning money.”
But after learning more about the Mastercard Foundation Scholars Program, his outlook began to change. The scholarship covered tuition, accommodation, and daily living expenses—removing one of the biggest barriers to education. What also drew him in was the programme’s mission. Designed to develop young African leaders who could drive change in their communities, it matched something Guy had always believed about himself: that his purpose was to give back.
“I discovered that the scholarship covered tuition, accommodation, and daily needs. That changed everything.”
Encouraged by its mission of developing young African leaders who can drive change in their communities, Guy applied—and was selected.
Space to learn, space to grow
Guy enrolled at the African Leadership University, where he studied International Business and Trade.
For the first time, he was able to focus fully on his education without the pressure of financial survival.
“The scholarship gave me a new sense of hope and became the foundation of the transformation I experienced,” he says. “I didn’t have to worry about rent or food. I could focus completely on my studies.”
That stability created room not only for academic learning, but also personal development.
However, the transition into university life was not without difficulty.
“Many students spoke English confidently. I struggled at first to express myself in front of others,” he explains.
Rather than stepping back, Guy treated the gap as part of the work. He reminded himself that this was his opportunity and kept pushing through. Over time, the ability to communicate clearly and compellingly became not just a skill he developed at ALU, but the very foundation of the career he would go on to build.
Rather than being discouraged, he treated this as part of his learning journey.
“I reminded myself that this was my opportunity to change my life.”
Over time, he built confidence in communication—an ability that would later become central to his career in marketing.
From academic learning to professional practice
Guy’s transition into marketing and communications was a direct extension of his studies, which included marketing strategy, digital marketing, and communication for impact.
“My career in marketing did not come out of nowhere. It came from what I learned at university,” he says.
He later gained professional experience working with organizations such as the African Management Institute and IGIHE, where he supported marketing and communications projects for various clients.
These roles helped him refine his skills and prepare for the media and advertising industry.
Today at Royal FM, he works directly with businesses to design campaigns and improve how they communicate with their audiences.
“I help companies understand how to communicate better and choose the right platforms to reach people,” he explains.
He has contributed to campaigns including NANJYE ni BK and Karame, as well as content production, event coverage, and client account management.
“It feels rewarding to see how our work helps companies grow and connect with their audiences,” he adds.
As his career progressed, Guy’s ability to support his family also grew.
He now contributes to school fees for his siblings, supports his parents, and assists with his mother’s medical care.
“I pay school fees for my siblings, support my parents, and help cover my mother’s medical expenses,” he says.
But his impact extends beyond his immediate family.
Through his entrepreneurial work, he has created employment opportunities for others.
“I started a small company that makes shoes from recycled car tyres, and it currently employs three people.”
He is also developing a new initiative in fashion and modelling aimed at equipping refugees with practical skills to generate income.
“I want to create platforms where refugees can learn fashion design and build something for themselves,” he explains.
Even before completing university, Guy was already engaged in community-focused initiatives.
One of these was Urumuri Art Door, a project designed to connect artisans in Kigali with single mothers in refugee communities. The initiative facilitated skills transfer and access to materials for handicraft production.
“The idea was simple: connect people with skills to those who need opportunities,” he says.
He later expanded this vision through Art Able, an initiative focused on identifying and developing talent among young refugees.
“I believe talent exists everywhere, but opportunity does not,” he says. “My goal was to give young people a platform to show what they can do.”
Reflecting on his journey, Guy emphasizes resilience as a defining force in his life.
“Being a refugee teaches you resilience and persistence,” he reflects. “You learn how to create hope even when hope feels absent.”
Today, his message is both personal and universal.
“A refugee is a person like anyone else. We can achieve great things if given the opportunity.”
To employers and institutions, his advice is equally direct:
“Do not judge people based on their background. Focus on their skills and the value they bring.”
For Guy Iradukunda, the scholarship was not the conclusion of his journey—it was the beginning of everything that followed.
Today, Guy works at Royal FM as a marketing and communications specialist
