Cameroon - Business creation project

Describe your project or startup in a few words

The project addresses design thinking on the continent, using the lens of behavioral psychology. Our team turns behavioral insights into actionable strategies, empowering policymakers and entrepreneurs to craft impactful, behavior-centered solutions.

01.01 Describe your project in more detail

The Amea Archives is more than just a consulting startup; it's a movement transforming Africa’s future through behavior-centered solutions. At the heart of our mission is the fusion of behavioral psychology with design thinking to craft innovative strategies for policymakers and entrepreneurs. Our diverse team—comprising writers, students, researchers, and professors—delves deep into social science experiments, curating and contextualizing insights to fit the unique African narrative. By transforming these insights into actionable strategies, we enable our clients to design solutions that resonate with the daily lives and behaviors of millions across Africa. Join us at The Amea Archives, where creativity meets science to forge effective, behaviorally informed solutions for the continent.

01.02 What is the main problem you are trying to solve?

The Amea Archives addresses the gap between policy design and effective implementation in Africa. Traditional approaches often neglect the unique behavioral patterns and cultural nuances of African communities, leading to ineffective or resisted solutions. This results in underutilized resources and missed opportunities for meaningful change. Our mission is to bridge this gap by integrating behavioral psychology with design thinking, offering policymakers and entrepreneurs behavior-centered insights. By curating and contextualizing social science experiments, we provide strategies that are both theoretically sound and practically impactful. This ensures solutions resonate with African communities, leading to sustainable improvements. Our approach empowers clients to create culturally resonant policies and products, effectively addressing the continent's unique challenges and needs, ultimately improving the lives of millions across Africa.

01.03 Tell us the major benefits and/or advantages of using the product/service that your project intends to provide (at least 3).

The Amea Archives offers several key benefits: 1. Culturally Resonant Solutions: By integrating behavioral psychology with design thinking, we ensure that policies and products are tailored to the unique cultural and behavioral patterns of African communities, enhancing their acceptance and effectiveness. 2. Informed Decision-Making: Our curated and contextualized social science experiments provide policymakers and entrepreneurs with valuable insights, enabling them to make data-driven decisions that are both practical and impactful. 3. Sustainable Impact: Our behavior-centered approach ensures long-term, sustainable improvements by addressing the root causes of issues rather than just the symptoms. This leads to more effective solutions that resonate with and benefit African communities on a deeper level. These benefits collectively empower clients to create more effective, accepted, and lasting solutions that positively impact millions across Africa.

01.04 Please describe who exactly your project is aimed at serving. Who are the targeted beneficiaries?

The Amea Archives is aimed at serving policymakers, entrepreneurs, and community leaders across Africa. Our primary beneficiaries include: 1. Policymakers: Government officials and legislators seeking behavior-centered insights to craft more effective and culturally resonant policies. 2. Entrepreneurs: Business leaders and innovators looking to develop products and services that align with the unique behavioral patterns of African communities, ensuring greater acceptance and success. 3. Community Leaders: Local leaders and organizations aiming to implement initiatives that address specific community needs, leveraging our curated social science experiments to inform their strategies. 4. Academics and Researchers: Scholars and researchers interested in applying behavioral psychology to real-world problems, using our findings to guide their work and contribute to the broader body of knowledge.

01.05 When did you start working on your project?

2023-04-25

01.06 How many other partners are associated with your business venture?

02

01.07 Among the other partners, how many are female?

01

01.08 Please describe the profile of each of the other partners (skills, experience, etc.)

Tchoungang Wilder: Visionary, Strategic Leader and Creative Magician Bringing artistic flair and storytelling prowess, Tchoungang Wilder designs our visual identity and communicates our message effectively. With skills in software and a background in psychology and mathematics, he adds depth to our insights. With his uncanny understanding of systems and people he wasa able to come up with a very original idea, build an impressive team structure, and get the right people to feel the roles. Bernie Dounla: Tech Whiz Bernie excels in software development, turning ideas into practical solutions. Her empathy and clear communication build strong connections crucial to our work. Amomoh Jonathan: Strategic Leader Jonathan leads with expertise in project management and business development. His problem-solving skills ensure our initiatives are impactful and sustainable, shaping the future of consultancy in Africa.

01.09 If you have a website, a social media page (Facebook, Instagram, Linkedin…), or app, please provide the link here:

https://theameaarchives.com/about

01.10 Which industry best describes your project?

Other: Research, Business Consulting, and Innovation

02.01.01 My project contributes to the No poverty goal

7 - Strongly Agree

02.01.02 No poverty - Justification

The Amea Archives tackles poverty through behavioral psychology, designing targeted solutions for African communities: 1. Behavioral Insights Application: We analyze local behaviors like low savings rates and education barriers. 2. Tailored Solutions: Using curated experiments, we design savings programs aligned with community spending priorities. 3. Impactful Implementation: Collaborating with policymakers, we launch campaigns on financial literacy and digital tools for service access. 4. Measurable Outcomes: Statistical analysis ensures effective interventions, improving livelihoods and economic opportunities. 5. Scalability and Sustainability: Integrated into local frameworks, our solutions foster long-term impact and scalability, reducing poverty across Africa.

02.02.01 My project contributes to the Zero hunger goal

7 - Strongly Agree

02.02.02 Zero hunger - Justification

The Amea Archives contributes to achieving Zero Hunger by applying behavioral psychology to address food insecurity and nutrition challenges in African communities: 1. Behavioral Insights Application: We analyze local food consumption behaviors and barriers to access nutritious food. 2. Tailored Solutions: Using curated social science experiments, we design initiatives like community gardens or nutrition education programs tailored to local dietary habits. 3. Impactful Implementation: Collaborating with local farmers and NGOs, we promote sustainable agriculture practices and improve food distribution systems. 4. Measurable Outcomes: Through data-driven analysis, we ensure our interventions enhance food security, nutrition, and agricultural sustainability. 5. Scalability and Sustainability: Integrating solutions into community structures and advocating policy changes ensures long-term impact, advancing Zero Hunger goals across Africa.

02.03.01 My project contributes to the Good health and well-being goal

7 - Strongly Agree

02.03.02 Good health and well-being - Justification

The Amea Archives contributes to the Good Health and Well-being goal by integrating behavioral psychology into health initiatives across Africa: 1. Behavioral Insights Application: We analyze local health behaviors to understand challenges such as access to healthcare and health education. 2. Tailored Solutions: Using curated social science insights, we design programs like community health education campaigns or personalized wellness apps. 3. Impactful Implementation: Collaborating with healthcare providers and local authorities, we implement solutions to improve healthcare access and promote preventive care. 4. Measurable Outcomes: Through data analysis and feedback mechanisms, we ensure our interventions lead to improved health outcomes and well-being indicators. 5. Scalability and Sustainability: By embedding solutions into local health systems and fostering community engagement, we aim for sustainable improvements in health and well-being across Africa.

02.04.01 My project contributes to the Quality education goal

7 - Strongly Agree

02.04.02 Quality education - Justification

The Amea Archives contributes to the Quality Education goal by leveraging behavioral psychology to enhance educational outcomes in African communities: 1. Behavioral Insights Application: We analyze local learning behaviors and barriers like access and retention rates. 2. Tailored Solutions: Using curated experiments, we design initiatives such as interactive learning platforms and mentorship programs tailored to local learning styles. 3. Impactful Implementation: Collaborating with educators and policymakers, we improve educational infrastructure and teacher training. 4. Measurable Outcomes: Through data-driven evaluation, we ensure our interventions enhance learning outcomes and promote lifelong learning. 5. Scalability and Sustainability: By integrating solutions into policies and empowering local stakeholders, we aim for sustainable improvements in educational quality and equity across Africa.

02.05.01 My project contributes to the Gender equality goal

7 - Strongly Agree

02.05.02 Gender equality - Justification

The Amea Archives contributes to the Gender Equality goal by integrating behavioral psychology to promote empowerment and equity for women and girls in Africa: 1. Behavioral Insights Application: We analyze gender norms and barriers, such as access to education and leadership roles. 2. Tailored Solutions: Using curated social science insights, we design mentorship programs, leadership workshops, and advocacy campaigns to challenge stereotypes. 3. Impactful Implementation: Collaborating with community leaders and women's organizations, we enhance economic opportunities, political participation, and social inclusion for women and girls. 4. Measurable Outcomes: Through monitoring and evaluation, we track progress in reducing gender disparities and increasing empowerment opportunities. 5. Scalability and Sustainability: By fostering partnerships and embedding gender-sensitive practices into policies and programs, we strive for lasting changes that promote equality.

02.06.01 My project contributes to the Clean water and sanitation goal

7 - Strongly Agree

02.06.02 Clean water and sanitation - Justification

The Amea Archives contributes to the Clean Water and Sanitation goal by applying behavioral psychology to improve access and sustainability in African communities: 1. Behavioral Insights Application: We analyze local water usage and sanitation practices to understand challenges and preferences. 2. Tailored Solutions: Using curated insights, we design community-led water management projects, hygiene education campaigns, and infrastructure improvements. 3. Impactful Implementation: Collaborating with local authorities and NGOs, we enhance water quality, promote efficient use, and ensure access to sanitation facilities. 4. Measurable Outcomes: Through data-driven monitoring, we track improvements in water availability, sanitation coverage, and hygiene practices. 5. Scalability and Sustainability: By integrating solutions into community planning and advocating for policy changes, we aim for sustainable management of water resources and sanitation services.

02.07.01 My project contributes to the Affordable and clean energy goal

7 - Strongly Agree

02.07.02 Affordable and clean energy - Justification

The Amea Archives contributes to the Affordable and Clean Energy goal by leveraging behavioral psychology to promote sustainable energy access in African communities: 1. Behavioral Insights Application: We analyze local energy consumption patterns and barriers to reliable energy sources. 2. Tailored Solutions: Using curated insights, we design initiatives like community-led renewable energy projects, energy efficiency programs, and clean energy awareness campaigns. 3. Impactful Implementation: Collaborating with energy providers, governments, and community organizations, we expand access to affordable, clean energy technologies. 4. Measurable Outcomes: Through data analysis and feedback, we track improvements in energy access, affordability, and sustainability.

02.08.01 My project contributes to the Decent work and economic growth

7 - Strongly Agree

02.08.02 Decent work and economic growth - Justification

The Amea Archives contributes to Decent Work and Economic Growth by integrating behavioral psychology to foster inclusive economic opportunities in Africa: 1. Behavioral Insights Application: We analyze local employment behaviors and barriers to decent work, like skills gaps and discrimination. 2. Tailored Solutions: Using curated social science insights, we design vocational training, entrepreneurship programs, and job placement services. 3. Impactful Implementation: Collaborating with businesses, government, and educational institutions, we enhance job creation and improve working conditions. 4. Measurable Outcomes: Through metrics and assessments, we track progress in increasing employment rates and economic productivity. 5. Scalability and Sustainability: Integrated into national policies, our solutions promote sustainable enterprises and economic growth, supporting improved livelihoods across Africa.

02.09.01 My project contributes to the Industry innovation and infrastructure

7 - Strongly Agree

02.09.02 Industry innovation and infrastructure - Justification

The Amea Archives contributes to the Industry, Innovation, and Infrastructure goal by leveraging behavioral psychology to enhance industrial growth and innovation in African communities: 1. Behavioral Insights Application: We analyze local behaviors and barriers impacting industrial development, such as innovation adoption and infrastructure utilization. 2. Tailored Solutions: Using curated social science insights, we design initiatives like innovation hubs, industrial training programs, and infrastructure improvement projects tailored to local needs. 3. Impactful Implementation: Collaborating with industry leaders, policymakers, and local communities, we implement solutions to enhance industrial capacity, improve infrastructure resilience, and foster innovation. 4. Measurable Outcomes: Through data-driven evaluation, we track improvements in industrial productivity, infrastructure quality, and innovation rates.

02.10.01 My project contributes to the Reduced inequalities goal

7 - Strongly Agree

02.10.02 Reduced inequalities - Justification

The Amea Archives contributes to the Reduced Inequalities goal by leveraging behavioral psychology to address social and economic disparities in African communities: 1. Behavioral Insights Application: We analyze local behaviors and barriers that contribute to inequalities, such as discrimination and unequal access to resources. 2. Tailored Solutions: Using curated social science insights, we design initiatives like inclusive education programs, equitable economic opportunities, and anti-discrimination campaigns tailored to local contexts. 3. Impactful Implementation: Collaborating with community leaders, NGOs, and policymakers, we implement solutions to promote social inclusion, economic equity, and equal access to opportunities. 4. Measurable Outcomes: Through data-driven monitoring, we track progress in reducing disparities in income, education, and access to services.

02.11.01 My project contributes to the Sustainable cities and communities goal

7 - Strongly Agree

02.11.02 Sustainable cities and communities - Justification

The Amea Archives contributes to the Sustainable Cities and Communities goal by using behavioral psychology to enhance urban development and resilience in African communities: 1. Behavioral Insights Application: We analyze local behaviors and challenges related to urban living, such as waste management, public transportation, and housing. 2. Tailored Solutions: Using curated social science insights, we design initiatives like community-based recycling programs, sustainable public transit systems, and affordable housing projects tailored to local needs. 3. Impactful Implementation: Collaborating with urban planners, local governments, and community organizations, we implement solutions to improve urban infrastructure, promote safety, and enhance sustainability. 4. Measurable Outcomes: Through data-driven evaluation, we track improvements in urban living conditions, safety, and environmental sustainability.

02.12.01 My project contributes to the Responsible consumption and production goal

7 - Strongly Agree

02.12.02 Responsible consumption and production - Justification

The Amea Archives contributes to the Responsible Consumption and Production goal by leveraging behavioral psychology to promote sustainable consumption and production patterns in African communities: 1. Behavioral Insights Application: We analyze local consumption behaviors and production practices to identify wasteful habits and inefficiencies. 2. Tailored Solutions: Using curated social science insights, we design initiatives like waste reduction programs, recycling campaigns, and sustainable production training tailored to local contexts. 3. Impactful Implementation: Collaborating with businesses, local governments, and community groups, we implement solutions to encourage eco-friendly practices, reduce waste, and promote resource efficiency. 4. Measurable Outcomes: Through data-driven monitoring, we track reductions in waste, improvements in recycling rates, and adoption of sustainable practices.

02.13.01 My project contributes to the Climate action goal

7 - Strongly Agree

02.13.02 Climate action - Justification

The Amea Archives contributes to the Climate Action goal by leveraging behavioral psychology to drive climate-conscious behaviors and policies in African communities: 1. Behavioral Insights Application: We analyze local behaviors contributing to climate change, such as energy consumption and waste management. 2. Tailored Solutions: Using curated social science insights, we design initiatives like community-based renewable energy projects, climate education programs, and sustainable farming practices tailored to local contexts. 3. Impactful Implementation: Collaborating with environmental organizations, governments, and communities, we implement solutions to reduce carbon footprints, enhance climate resilience, and promote sustainable practices. 4. Measurable Outcomes: Through data-driven monitoring, we track reductions in greenhouse gas emissions, increased use of renewable energy, and improved climate resilience.

02.14.01 My project contributes to the Life below water goal

7 - Strongly Agree

02.14.02 Life below water - Justification

The Amea Archives advances the Life Below Water goal by applying behavioral psychology to promote sustainable practices in African coastal communities. Through tailored initiatives like sustainable fishing programs and marine conservation education, we collaborate with local stakeholders to enhance marine biodiversity and reduce pollution. Our approach ensures measurable outcomes through data-driven evaluation, aiming for scalable solutions that foster long-term environmental stewardship and community resilience towards marine resources.

02.15.01 My project contributes to the Life on land goal

7 - Strongly Agree

02.15.02 Life on land - Justification

The Amea Archives contributes to the Life on Land goal by leveraging behavioral psychology to promote sustainable land use and conservation practices in African communities: 1. Behavioral Insights Application: We analyze local behaviors affecting terrestrial ecosystems, such as deforestation, unsustainable farming, and wildlife exploitation. 2. Tailored Solutions: Using curated social science insights, we design initiatives like reforestation projects, sustainable agriculture training, and wildlife conservation programs tailored to local contexts. 3. Impactful Implementation: Collaborating with environmental organizations, local governments, and communities, we implement solutions to protect forests, combat desertification, and promote biodiversity. 4. Measurable Outcomes: Through data-driven monitoring, we track improvements in forest cover, soil health, and biodiversity conservation.

02.16.01 My project contributes to the Peace justice and strong institutions goal

7 - Strongly Agree

02.16.02 Peace justice and strong institutions - Justification

The Amea Archives contributes to the Peace, Justice, and Strong Institutions goal by integrating behavioral psychology to foster inclusive and accountable governance in African societies: 1. Behavioral Insights Application: We analyze local governance behaviors and barriers to justice, such as corruption and unequal access to legal resources. 2. Tailored Solutions: Using curated social science insights, we design initiatives like civic engagement programs, legal aid services, and anti-corruption campaigns tailored to local contexts. 3. Impactful Implementation: Collaborating with judicial bodies, civil society organizations, and policymakers, we implement solutions to strengthen legal frameworks, enhance access to justice, and promote human rights. 4. Measurable Outcomes: Through data-driven monitoring, we track improvements in judicial independence, legal empowerment, and public trust in institutions.

02.17.01 My project contributes to the Partnerships for the goal

7 - Strongly Agree

02.17.02 Partnerships for the goal - Justification

The Amea Archives contributes to the Partnerships for the Goal by fostering collaborative efforts and leveraging behavioral psychology to enhance sustainable development partnerships in Africa: 1. Behavioral Insights Application: We analyze partnership dynamics and behavioral barriers to effective collaboration among diverse stakeholders. 2. Tailored Solutions: Using curated social science insights, we design initiatives to strengthen multi-sectoral partnerships, facilitate knowledge sharing, and promote collective action towards shared sustainability goals. 3. Impactful Implementation: Collaborating with NGOs, businesses, governments, and local communities, we implement solutions to build trust, enhance transparency, and foster innovative partnerships. 4. Measurable Outcomes: Through partnership assessments and impact evaluations, we track progress in achieving sustainable development targets through effective collaboration.

05.01 There are a large number of customers who already use a product/service very similar to the product/service we envision creating.

5

05.02 The product/service we envision creating represents an entirely new type of product/service.

6

05.03 The product/service we envision creating could be described as a new technology.

6

05.04 The product/service we envision creating is an improvement on an existing product or service.

7 - Strongly Agree

05.05 The product/service we envision creating could be described as an extension of a range of products or services.

4

05.06 The product/service we envision creating responds to a demand or need that has not been satisfied by other products/services.

7 - Strongly Agree

05.07 The product/service we envision creating is a new version of an old product/service.

1 - Strongly Disagree

05.08 Justification

The Amea Archives innovatively integrates behavioral psychology into design thinking for African development, focusing on unique African behavioral patterns often overlooked. Through curated social science experiments and interdisciplinary collaboration, we tailor solutions that resonate culturally. Our structured approach ensures rigorous experimentation, precise contextualization, and transparent communication, fostering trust and accountability. By empowering stakeholders with actionable insights, we aim to catalyze impactful change and sustainable development across Africa, setting a new standard in behavior-centered consulting.

05.09 Who are your main potential competitors and what makes you stand out from them?

The Amea Archives faces competition from firms like McKinsey & Company, Boston Consulting Group, international bodies such as the World Bank, UN agencies, and startups like ideas42 focusing on behavioral insights. What sets us apart is our exclusive focus on integrating behavioral psychology into design thinking for African development. Unlike global firms, we specialize in understanding and applying African behavioral patterns and cultural contexts, ensuring culturally sensitive and effective solutions. Our interdisciplinary approach, collaborating with social scientists, technologists, and local communities, fosters innovation tailored to African societies. We emphasize transparency, accountability, and continuous improvement, aiming to set a new standard in behavior-centered consulting for sustainable development across Africa.

10.06 Are you initiating actions within your community to promote the role of female entrepreneurs?

In most of the initiatives I start, I put an accent on include female entrepreneurs. I don't believe it's this kind of inclusion is something that should be "special." It should be embedded in the very design of every thing we do---and that's what I do.