Building a Sustainable Future | Our Work in Rwanda with Proud Holdings

At Hashtag Big Smile, our mission has always been about creating lasting change.

Not just short-term support.

But long-term, sustainable impact that transforms communities for generations.

That’s exactly what drives our work in Rwanda, alongside Proud Holdings Rwanda LTD.

Because in Rwanda, the challenge is clear.

There is a growing demand for affordable, high-quality housing—driven by rapid population growth and urbanisation. The need isn’t small. It’s national. It’s urgent. And it requires a solution that goes beyond traditional construction methods.

That’s where this project begins.

Together with Proud Holdings, we’re helping to pioneer a new approach to housing—one that is more affordable, more sustainable, and more accessible to the communities who need it most.

At the heart of this is innovation.

Proud Holdings is leading the use of Expanded Polystyrene (EPS) construction—a lightweight, eco-friendly building material that is transforming how homes are built. Compared to traditional methods, EPS can reduce construction costs by up to 34% and significantly lower energy consumption, making it a powerful solution for affordable housing at scale.

But this project is about far more than materials.

It’s about impact.

By focusing on local manufacturing, the initiative reduces reliance on imports, lowers costs, and creates jobs within Rwanda itself. This approach strengthens the local economy, builds skills, and ensures that the benefits of development stay within the community.

And that’s where the real transformation happens.

Because when you combine housing with employment, training and sustainability, you don’t just build homes.

You build communities.

The long-term vision is ambitious—and incredibly powerful.

Plans are in place to develop a fully integrated, self-sufficient community of over 500 homes, alongside retail spaces, schools, sports facilities and shared community areas. This isn’t just about providing shelter—it’s about creating an environment where people can live, work and thrive.

A place built around opportunity.

A place built around people.

And a place built to last.

At Hashtag Big Smile, this aligns perfectly with everything we stand for. Our approach is rooted in working alongside communities, investing in sustainable solutions, and creating pathways that lead to long-term success—not just immediate relief.

Our partnership with Proud Holdings reflects that philosophy in action.

Together, we’re supporting a model that prioritises environmental responsibility, economic growth and social impact all at once. From reducing carbon footprints to creating employment opportunities and improving access to housing, every element of this project is designed with the future in mind.

Because real impact isn’t just measured in what’s built today.

It’s measured in what continues to grow tomorrow.

We’re incredibly proud to be part of this journey in Rwanda—and to support a project that is redefining what sustainable development can look like across Africa.

Because when you build with purpose, you don’t just change landscapes.

You change lives.