Professional Documents
Culture Documents
TobaccoKillsUG
Facebook:
https://www.facebook.com/TobaccoKillsUg
Twitter:
https://twitter.com/TobaccoKillsUG
Google:
https://plus.google.com/u/0/109468073028286919348/posts
Country:
Uganda
Title:
Case
Study:
Mobilizing
Public
Support:
Uganda
Radio-to-SMS
Campaign
and
other
Offline/Online
Community
Outreach
Activities
Date:
January
2013
May
2014
Context
The
Uganda
Mobile
SMS
Radio
Campaign
and
Petition
was
launched
as
part
of
a
broader
effort
in
2013
to
pass
a
comprehensive
Tobacco
Control
Bill.
The
Tobacco
Kills:
Say
No
and
Save
Lives
campaign
was
a
countrywide
advocacy
and
public
awareness
campaign
that
was
spread
across
social
media,
mobile
SMS,
and
radio.
The
initial
goal
was
focused
on
passing
a
comprehensive
TC
Bill
by
June
2013.
Actions
The
Ugandan
social
media
campaign
is
heavily
driven
with
using
both
online
and
offline
activities
to
increase
awareness
on
tobacco
harms,
and
mobilize
support
for
the
proposed
tobacco
control
bill
by
signing
a
petition.
Outreach
using
communications
vehicles
that
target
audiences
in
the
rural
non-urban
communities
have
been
highly
integrated
into
the
social
media
campaign,
focused
on
building
a
community
of
engaged
public
supporters
regardless
of
social
status
and
access
to
modern
technology.
The
actions
included
a
Radio
to
SMS
campaign
using
community
radio
programs,
Roadshows,
and
grassroots
community
events.
Results
The
Radio
to
SMS
campaign
has
been
a
big
success,
resulting
in
more
than
50,000
actions.
In
total,
more
than
70,000
petition
signatures
have
been
collected
in
favor
of
a
strong
TC
bill.
Thanks
to
the
multi-channel
outreach
efforts,
its
been
possible
to
collect
stories
and
information
from
people
in
rural
areas
as
well
as
urban,
bringing
the
TC
message
to
all
parts
of
Uganda.
Members
of
Parliament
have
begun
engaging
with
people
through
all
of
these
channels
as
well,
demonstrating
the
power
and
strength
of
these
outreach
efforts.
Examples
of
Actions
RADIO-TO-SMS:
Radio
Edu-Drama
Series
(May-July,
2013)
In
collaboration
with
community
radio
stations
both
in
urban
and
rural
areas,
ran
a
radio
educational-entertainment
drama
(edu-drama)
series
focused
on
building
awareness
on
tobacco
harms
and
the
campaign
to
pass
a
comprehensive
national
tobacco
control
bill.
Storyline
centers
on
a
youth
ex-smoker
who
quit
smoking
after
attending
a
health
workshop
about
dangers
of
tobacco
and
who
becomes
a
youth
champion
against
tobacco
use.
The
story
unfolds
as
to
why/how
he
became
a
smoker
in
the
first
place
i.e.
he
used
to
go
buy
cigarettes
for
his
Dad.
1
Episodes
(x30)
were
aired
in
either
English
or
one
of
5
other
local
languages
(depending
on
location)
Each
2
minutes
(English)
episode
played
3
times
a
day,
3
episodes
a
week.
At
the
end
of
each
episode,
listeners
were
encouraged
to
opt-in
via
SMS
to
show
their
support
for
the
campaign
and
receive
more
information.
Listeners
who
opted-in
received
3
SMS
messages
per
week
(informative,
quiz/question
&
reminder).
The
first
couple
of
weeks
drew
in
258
opt-ins
(English)
and
941
(Luganda)
via
SMS.
Example
of
SMS
with
a
question:
What's
your
biggest
achievement?
Quit
smoking
or
know
someone
who
has?
Share
now!
Reply
STOP7<space><answer>to
8282
or
Share
on
Facebook
TobaccoKillsUG
Example
of
response
received:
stop7
at
one
tym
in
ma
lyf,
I
smoked
lyk
crazy
bcoz
i
wanted
2
gt
warmed
up
weneva
it
ws
cold
en
smtymz
I
did
it
wen
I
ws
sad,
lonely,
in
deep
thought
or
wen
I
ws
pissed.
bt
I
dnt
wan
2
go
on
w
it,
so
I
quit
RADIO-TO-SMS:
Radio
DJ
Mentions
(October
2013
to
present):
Collaboration
with
radio
stations
to
engage
listeners
on
tobacco
control
issues
using
DJ
mentions,
spot
ads
and
DJ
talk
shows
driving
them
to
the
SMS
platforms
to
get
more
information,
sign
the
petition
and
show
their
support.
The
collaboration
kicked
off
with
a
sensitization
workshop
for
stations
talk
show
hosts,
DJs
and
station
managers
at
5
radio
focused
on
tobacco
control
issues,
including
information
on
the
proposed
bill
at
the
parliament.
Spot
ads
aired
at
least
4
times
daily
with
opt-in
to
SMS
information
on
varying
options,
including
Dangers
of
Tobacco;
How
to
Quit;
Info
on
TC
Bill;
Be
a
Supporter;
and
Sign
Petition.
In
the
first
2
weeks
of
the
DJ
Mentions
radio-programming
format,
9730
people
had
signed
the
petition.
SMS-to-Roadshows-to-SMS
January
2014
June
2014
The
Roadshows
were
developed
to
give
an
opportunity
for
grassroots
and
media
advocacy
outreach
tailored
for
specific
communities
based
on
their
needs
and
opportunities
for
engagement
targeting
community
grasstops,
grassroots,
and
children.
Using
the
SMS
messages
sent
in
from
communities
across
the
country,
the
campaign
reached
out
to
followers
who
had
indicated
that
since
hearing
the
spots
on
radio,
they
had
rallied
their
community
to
support
the
bill.
The
campaign
then
organized
Roadshows
to
some
of
these
communities.
In
partnership
with
other
tobacco
control
civil
society
organizations,
the
campaign
worked
together
with
the
Ministry
of
Health
and
the
District
Health
Officer
in
the
selected
communities.
TC
Ambassador
and
popular
Radio
DJ,
Patricko
Mujuuka,
participated
in
some
of
the
Roadshow
activities,
engaging
one-on-one
with
community
members,
and
using
his
celebrity
status
to
draw
large
crowds
to
the
Roadshow
activities.
The
Roadshows
helped
in
sensitizing
the
communities
on
the
provisions
of
the
proposed
bill;
as
well
as
educated
the
advocates
on
issues
faced
by
the
communities.
For
example,
see
below
report
back
from
a
Roadshow
to
a
tobacco
growing
area.
2
SMS-to-Opinion
Poll
(April
and
May
2013)
Through
SMS,
the
campaign
conducted
2
public
opinion
polls:
April
2013:
Should
taxes
on
tobacco
products
be
increased?
485
participants
Questions
sought
the
publics
views
on
increasing
tax
on
tobacco
products,
finding
that
89%
of
the
population
supports
the
tax
increase.
This
data
was
used
to
strengthen
MPs
and
civil
societys
position
to
push
for
tax
increment
on
tobacco
products
in
the
2013-2014
National
Budget.
The
result
was
included
in
a
petition
to
the
Budget
Committee
submitted
by
the
Parliamentary
Forum
on
Non-Communicable
Diseases.
The
government
announced
in
June
2013
that
excise
duty
on
tobacco
would
be
increased
in
the
2013/14
Budget.
May
2013:
On
smoke-free
environment
in
Uganda
180
participants
Bottles
of
Butts
Butts
(May
2013)
https://www.facebook.com/media/set/?set=a.202839446506340.1073741826.17240609621634
2&type=3
Campaign
taps
into
that
spirit
that
every
action
we
have
affects
and
influences
the
lives
of
others.
Advocates
used
the
offline
opportunity
to
raise
awareness
on
the
impact
of
cigarettes
not
just
on
health
but
to
the
environment
by
using
empty
plastic
bottles
to
clean
up
littered
cigarette
butts
in
the
community.
Collaborated
with
City
Yange,
a
community-based
organization
in
Kampala,
during
their
community
clean-up
focusing
on
tobacco
effects
on
the
environment
as
part
of
the
global
campaign
to
grab
5
million
cigarette
butts
off
the
streets
by
2014.
The
target
was
the
community
of
Ggaba
and
at
least
4
community
organizations
including
the
local
Kampala
Capital
City
Authority
(KCCA),
the
police
and
water
department,
and
the
local
church.
The
kids
in
the
community
were
the
most
enthusiastic
about
this
activity
and
were
eagerly
looking
for
cigarette
butts.
The
community
as
a
whole
was
surprised
at
the
number
of
bottles
of
butts
that
were
eventually
collected.
The
posting
on
this
event
was
the
fifth
most
engaging
post
on
Facebook
in
May
2013.
Ambassador
Program
(November
2013)
Share
key
messages
and
other
campaign
plans.
Use
their
celebrity
access
to
call
on
petition
signers
to
continue
to
show
their
support
Participate
in
Roadshows
Make
short
videos
Share
campaign
social
media
posts
with
their
followers.
Reach
out
to
other
celebrities
to
show
support.
Using
the
SMS
messages/posts
for
advocacy
(2014)
Share
interesting
SMS
received
by
finding
out
more
information
behind
the
stories
and
building
on
them
on
radio
and
social
media.
Share
community
support
SMS
with
MPs
via
flyers
and
also
create
customized
messages
for
specific
MPs
mentioned
Start
#sharewithcommunity
campaign
on
radio
&
social
media
inspired
from
SMS
by
people
who
shared
about
tobacco
control
in
their
communities.
Hip
Hop
Theatre
(2013-2014)
Bonfire
Uganda
is
a
creative
performance
arts
group
which
uses
its
platform,
the
Hip
Hop
Theatre,
in
partnership
with
the
TC
coalition,
to
create
awareness
on
the
TC
bill.
Examples
of
Work
Activity
Using SMS messages from followers to create infographics that are shared with MPs
Bottl
es
of
Butt
s
Ambassador
program
National
Rugby
Captain
Micheal
Woko
now
a
TC
Ambassador
DJ/Comedian
Patrick
Mujuuka
now
a
TC
Ambassador
Roadshow:
Sharing
campaign
materials
with
the
army
in
Bukomansimbi
community
School
children
perform
at
Bukomansimbi
Roadshow
Roadshow