Digital literacy evangelists in Rwanda: A case study of the Digital Ambassador Programme

Motivation Rwanda's Digital Ambassador Programme (DAP) aims to increase the digital literacy of Rwandans to 60% by 2024, enabling them to use electronic government services and participate in the digital economy. However, the DAP faces various challenges which have yet to be studied. Purpose This study examines the challenges that Digital Ambassadors (DAs) face and answers two research questions: what obstacles do DAs encounter in improving citizens' digital literacy? How do these challenges affect the sustainability of the DAP? Approach and methods This study employs a qualitative case study methodology that involves six rural sites over three weeks. The data were collected using semi‐structured interviews with DAs, surveys to capture wider views and observations of digital literacy training and Service Access Points. This multifaceted approach allowed for a holistic understanding of the barriers faced in the field. Findings The study identifies a significant misalignment between the DAP objectives and digital literacy measurement. In addition, the other challenges identified, such as DAs not being well trained and lack of institutional support, hinder the sustainability of the DAP. Policy implications This study demonstrates that digital literacy measurements need to be refined to reflect the objectives of the DAP. Additionally, DA training is crucial to improving citizens' digital literacy, and the government needs to identify the areas where hidden costs remain. Addressing these issues is necessary not only for the success and sustainability of the DAP but also for generalizability to other low‐income countries facing crucial challenges in the process of digital transformation.