CHC recognized for its OBULAMU campaign with prestigious PRAU award.
At the 2015 Public Relations Association of Uganda (PRAU)’s Excellence Awards held on October 29, 2015, CHC received the ‘Best not for Profit Campaign’ award, ahead of six other entrants.
CHC’s was recognized for its innovative integrated health communication campaign, “OBULAMU?" that is making health an integral part of people’s everyday lives. OBULAMU? or “How’s Life?”, is a popular way of greeting in Uganda for which responses go beyond “good” or “bad,” to elicit detailed realities about life, feelings and prevailing conditions. In adopting this phrase, the campaign seeks to position health in a fresh way to fit in the day-to-day lives of people.
The OBULAMU? campaign engages audiences in a conversational approach that identifies barriers to adoption of desired healthy behaviors and takes the discussion to the audiences to suggest relevant health actions. The campaign uses a 360 approach to communication by interspersing the use of mass media and interpersonal communication approaches to promote health behaviors among the target audiences. The OBULAMU products are in 19 local languages, thereby maximizing exposure and reach to audiences.
The campaign design is based on the Life Cycle/Stage approach that seeks to influence audience behaviours and actions at points where there is openness to change, perceptions, and behavior.
The Life Stages include:
- Lovers/Young adults in relationships (20-30yrs)
- Pregnant women and their male partners (18-35)
- Caretakers and parents (18-49) of children under five years
- Adolescent girls and boys (15-19)
Written by Davinah Nabirye- Knowledge Manager