We are KIZAZI CHAMABADILIKO: a generation ready for change. Using Human-Centred Design and Behavioural Economics, we listened to young farmers, especially women and young mothers, in Tanzania’s drylands. Their agricultural journey is shaped by culture, norms, gender, and limited opportunity. Many youth are disconnected from agriculture, but school dropouts and young mothers remain farming or earning daily wages. These are our change-makers. Through the AVISA project, we promote modern, high-quality seed varieties that promise better yields and climate resilience. Our goal is to increase use of superior seed, expand early generation and certified seed access and create a strong handover to private sector actors, especially women and youth. The campaign is funded by Bill and Melinda Gates though CGIAR/CIMMYT and implemented by CBCC and Tanzania Agricultural Research Institute in Southern Tanzania.