Prima's Choice Initiative

Prima’s Choice Africa

Empowering Youth
| Advancing Human Rights |
Building Inclusive Communities

Our Mission

To empower marginalized and underserved communities by advancing human rights, promoting health and well-being, strengthening leadership, providing psychosocial support, and fostering economic empowerment through community-led initiatives that uphold dignity, equality, and social justice.

A view of two people's hands as they talk over a booth.

Our Vision

Thriving, resilient, and inclusive communities where every individual has equal access to opportunities, justice, health, and social well-being.

Core Values

Human Dignity and Equality

We uphold the inherent dignity, rights, and equal worth of every individual, treating all people with respect and fairness.

Community-Led Action

We believe sustainable change is driven by communities themselves and value lived experience, participation, and local leadership.

Inclusion & Intersectionality

We foster environments where everyone is respected, valued, and able to participate, recognizing and responding to the diverse experiences and needs within our communities.

Accountability & Integrity

We are committed to transparency, ethical leadership, responsible stewardship of resources, and accountability to the communities and partners we serve.

Solidarity & Collaboration

We build meaningful partnerships and work collectively with communities, civil society, and stakeholders to advance shared goals and lasting social change.