The “One Love” campaign, run by the Uganda Health Marketing Group (UHMG)/AFFORD Project and the advertising agency ZK/Uganda, brought home gold and bronze prizes at the recent TBWA AFRI CANNES Award ceremony. TBWA is a global network of advertising agencies with over 30 offices across Africa; the AFRI CANNES Awards assess the work of all TBWA-affiliated advertising and PR agencies across Africa and present prizes to the best work each year. One Love’s call-in radio spot received a gold award and a TV spot about sexual networks won a bronze award.
Seeking to raise awareness about the risks associated with multiple concurrent partnerships, the One Love campaign broadcast radio and TV spots across Uganda. The spots aired in a variety of languages and used humor to tackle issues related to fidelity and sexual networks. Call-in sessions followed each spot, enabling listeners to participate in discussions and relate personal experiences. Radio listeners were also encouraged to send in stories about faithfulness, and parts of these stories were shared on the radio to further engage the audience.
Follow-up surveys demonstrated that men and women across urban areas of Uganda better understood the risks associated with sexual networks because of the One Love campaign. The campaign also benefited from additional exposure as it led to a flood of discussion in the media, news articles, and editorials.
For more information about the UHMG/AFFORD Project, click here.