The goal of the JAAL project is to raise awareness of Jesus Christ and the relevance of his teaching in today’s modern world, by mobilising Christian churches to re-engage with their local community through cultural, community and arts events including sports evangelism, open-air campaigns and more.

For the effective implementation of the JAAL campaign activities, AEE Rwanda and AE Malawi will work with churches and para-church organisations in introducing and implementing the campaign and training gospel ministers in effective evangelism.

For AEE Rwanda, their focus in 2025 is to reach communities in Kigali cities, including five secondary cities (Huye, Musanze, Nyagatare, Rubavu and Rusizi) and three satellite cities (Muhanga, Nyamata and Rwamagana), with target beneficiary groups including Secondary and University students, out-of-school youth, female sex workers and unreached people groups. For AE Malawi, the aim is to reach schools, universities and survivors of natural disasters in Lilongwe city — an area that is also inflicted by conflict and drug abuse, among many other issues.

The Jesus. All About Life (JAAL) campaign has profoundly impacted over half a million people reached in previous years and aims to reach more in 2025, including both Christians and first-time hearers of the gospel.

In 2024, AEE Rwanda and AE Malawi reported remarkable outcomes. In Rwanda, 511,990 people were reached, with 16,178 accepting Christ. In Malawi, 168,853 people encountered the gospel, and 12,173 made commitments to Christ.

For Christians, the campaign inspires and equips them to share their faith, transforming evangelism from an event-based activity into a daily lifestyle. For gospel ministers, JAAL provides effective training in evangelism and discipleship, empowering them to guide new believers and engage their communities. This initiative fosters growth in Christian unity and love among churches and ministers, encouraging ongoing collaboration and partnerships for future kingdom-building efforts.