In 2021, retirement savings awareness was low among young Ugandans. For many, old age felt distant and saving for it was rarely a priority. Uganda Retirement Benefits Regulatory Authority needed to change this mindset and make the conversation about retirement feel immediate and relevant. The goal was to shift saving from a distant idea to an active decision, reaching people early in their working lives with relatable, credible messaging.
We created Zaabu Life, a national campaign designed to make retirement savings part of everyday conversation. Using dramatisations, the campaign showed the risks of failing to save and highlighted new savings schemes. It rolled out through primetime radio and TV, social media with a “golden years” theme, and on-ground workshops in Jinja, Lira, and Kampala. A district toolkit, NTV infomercial, and local partnerships reinforced the message. The campaign positioned retirement planning as a shared responsibility and gave it real cultural relevance.
