In 2020, COVID-19 awareness became a national priority. The Ministry of Health and the Ministry of ICT & National Guidance needed a campaign that could reach every corner of the country with clear, credible, and culturally relevant information. Misinformation was spreading fast, and communities required practical guidance in their own languages. QG Group was tasked with creating a communication effort that not only informed but also drove behavioural change at scale.
We launched Tonsemberera, Uganda’s nationwide COVID-19 prevention campaign. Through a massive media rollout covering 207 radio stations, 22 TV stations, digital platforms, and influencer partnerships, the campaign reached 95% of the population in 11 local languages. With an initial media spend of UGX 3.9 billion, we negotiated UGX 25 billion in additional value. The result was one of Uganda’s most effective and far-reaching public health communication efforts, turning a national mandate into real impact.
