The Ministry of Health with support from the USAID-funded Communication for Healthy Communities project is implementing an integrated health communication platform called OBULAMU? which, in English translates to How’s Life? OBULAMU? is popular way of greeting in most parts of Uganda. It elicits responses that go beyond “good” or “bad” to enable the responder to give details about life context, feelings and emotions. In adopting the OBULAMU? phrase, the campaign design makes health an integral part of people’s daily lives, making it easy to talk about health issues relevant to the audience’s context. Additionally, the campaign seeks to position health in a fresh way that addresses barriers to behavior change, head-on with questions instead of messages, coupled with skills building to engage in dialogue, and turning such dialogue into action.

OBULAMU contributes to the reduction in HIV infections, total fertility, maternal and child mortality, malnutrition, malaria and tuberculosis.

Campaign audiences
The campaign is premised on the Life Cycle/Life Stage approach that employs integrated strategies of inter-personal communication (IPC), community mobilization, mass media, social media, print and outdoor media. These interventions trigger dialogue and self-reflection, provide knowledge, motivation and skills on HIV prevention, HIV care and treatment, Maternal Child Health (MCH), Family Planning (FP), Nutrition, Malaria and TB. They also aim at shifting gender and social norms and providing conducive environments for the adoption of recommended heath actions/behaviours.

Life Stage 1: How’s Your Love Life?

How’s Your Love Life? addresses the unique health needs of young adults in relationships (20-30 years) including Key Populations. Key health issues addressed: targeted promotion of HIV Testing Services (HTS), condom use, safe male circumcision, reduction of multiple concurrent sexual partners, HIV Care and Treatment, family planning and Tuberculosis.

Life Stage 2: How’s Your Pregnancy?

How’s Your Pregnancy? Caters for the health needs of pregnant women and their male partners (15-49 years). Key health issues addressed: ANC attendance; eMTCT; malaria in pregnancy; maternal nutrition; family planning; delivery at a health centre, and post-natal care.

Life Stage 3: How’s Your Baby?

How’s Your Baby? Targets caregivers of children under five years. Key health issues addressed: maternal nutrition; exclusive breastfeeding; complimentary feeding; prevention of child illness; child spacing; and pediatric HIV.

Life Stage 4: What’s up?

What’s up? What’s my choice? ?” Addresses the unique needs of adolescent girls and boys. Health issues addressed: body changes; sexuality and relationships; HIV and pregnancy prevention; HIV Testing Services; safe male circumcision;