On Tuesday 1st April 2025, deaf and non-deaf school children came together at Kinyanjui Road Primary School in Satellite Estate, Nairobi for a historic Basketball Experience event in a powerful demonstration of empowerment and solidarity. As a component of a multi-country program by the French Development Agency (AFD) in partnership with the National Basketball Association (NBA), the initiative demonstrated exceptional basketball skills, life lessons, and a strong dedication to diversity.
The school grounds transformed into a vibrant sporting arena, through great coordination by Admedia Communications Limited, the official communications agency for the Basketball Experience program. The activities leading to the event included venue preparation from marking the court and installing brand-new hoops, to setting up banners, screens, seating, and tents. The dedicated “squeeze back” display on the screen highlighted the essential role of sign language interpretation, ensuring that every participant, regardless of ability, could fully engage with the event.
Admedia’s support also included delegate management, program coordination, media engagement and on-ground logistics, which contributed to a successful and inspiring day. Early setup through technical support for multimedia displays ensured that the event ran flawlessly, allowing the program’s core values of inclusivity and community engagement to resonate with every participant.
The attendance of an array of VIPs, whose support highlighted the importance of the event, further enhanced the day. Prominent figures who contributed significant influence on the proceedings included H.E. Mr. Sebastian Groth, the German ambassador to Kenya, and H.E. Mr. Arnaud Suquet, the French ambassador. Their involvement was a powerful demonstration of the global dedication to promoting inclusive sports initiatives, as was the backing of influential individuals such as Michael Finley, Country Director of the NBA in Kenya, and Ms. Anne-Gaël CHAPUIS, Country Director of the French Development Agency in Kenya. The program’s message of opportunity, solidarity, and the transformational potential of sport was reinforced by the warm interactions of these leaders with the young athletes.
Since its inception in 2020, the Basketball Experience program has steadily expanded its reach, engaging over 50 schools in Kenya with plans to continue through 2026. Kinyanjui Road Primary School, already recognized for its inclusive approach to education, was a fitting venue for this demonstration event, further highlighting the program’s evolving commitment to widening access to sports. The success of the day not only celebrated athletic prowess and life skills but also served as a powerful reminder that with dedicated partnerships and meticulous planning, exemplified by Admedia’s work, communities can come together to empower every child, creating champions both on and off the court.
